In Lewis Carroll's classic story, Alice's Adventures in Wonderland, the Cheshire Cat famously said to a wandering Alice, "If you don't know where you're going, any road will get you there." Essentially, if you haven't determined where you want to end up, the value of a decision is meaningless. Often, businesspeople will make marketing decisions the same way; they'll have no clear objective (though they say, the objective is to "make money"). Marketing decisions shouldn't be made when sales are down, and you want to give things a "jump start", and such decisions shouldn't be limited to your current understanding of your options... you NEED to learn and truly understand your options and their forecasted impact on the profitability of your business.
A pilot once said that for every single degree you fly off course, you will miss your target landing spot by 92 feet for every mile you fly. That equates to about one mile off target for every sixty miles flown. To further illustrate this, if you decided to start at the equator and fly around the earth, one degree off would land you nearly 500 miles off target. The longer you travel off course, the further you will be away from the intended target. Because of this, you need to be evaluating not only prospective ("new") marketing opportunities, but also your current situation. Odds are, there's at least something that you currently do (your "old faithful") that seems profitable. A maxim we often share in business is "what got you here won't get you there", meaning that while you've had great success with that radio Ad or that mailer in the past, the future business landscape is evolving so quickly and your competition is benefitting from constantly improving tactics and methods of marketing that by staying the course, you may very well be sabotaging your own future.
Asking the right questions will give you the best start in evaluating your current and future marketing options. Following is a list to help you begin to develop the necessary train of thought to critically evaluate options:
There are many more questions you should ask when evaluating any and all marketing efforts. Taking an inquisitive approach to your evaluation and research will help you to be thorough and make the right decision. As the famous data scientist Charles Deming once said, "without data, you're just another person with an opinion." Having all the information you need will help you to be certain about your decision and be more profitable.
About us: Level 11 Online Marketing is a fast growing digital advertising agency that is becoming known for disrupting the status quo. We specialize in digital advertising, video production, SEO, SEM, advanced analytics, custom web solutions via website design & implementation, social media strategies and conversion optimization. Headquartered in Utah, you will find Level 11 team members throughout Utah, Nebraska, Arizona, California, Idaho, and Colorado. We have the best creative minds in the industry backed up by the most talented software developers and video production teams, resulting in powerful, efficient advertising campaigns.
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