Are Analogue Tactics Relevant In a Digital World?

By | June 25, 2012

The recent “Chart-of-the-Week” from Marketing Sherpa got me thinking.  This survey of over 1700 marketers “asked survey participants to indicate what they believed to be the top content marketing tactics to get their audience to engage”.

I’m sure the activities highlighted above are all valid tactics employed by experts in marketing strategy and play an important role in the modern B2B mix of sophisticated marketers.  However, I wonder if we sometimes have a tendency to discard the good with the bad when embracing new ideas.  Since my introduction to the “4 Ps” (Place, Price, Product, & Promotion), marketing has always been a combination of factors, a “mix”, and, in some circles, is almost considered to be alchemy.  And, there are updated models developed in place of the concept of the 4 Ps of marketing to be sure.  But, regardless of to which marketing model we subscribe, there is no doubt that “the new“ constantly competes for attention with the “time-tested” established methods of the past.

A case in point is direct outbound lead generation via the telephone.  Some believe that newly developed tactics take precedence over such old ways of doing things and again, I do not mean to discount the effectiveness of making use of new channels to help cut through today’s cluttered marketing landscape:  I mean, here I am writing a blog post!  But, at the end of the day, humans still crave person-to-person contact and, especially in B2B, personal, direct interaction can greatly influence the sales cycle.  I submit that the reason old fashioned, continuous prospecting and sales funnel nurturing became such a mainstay of marketing tactics is due to one simple reason: they work! 

The problem is that with all of the challenges and distractions of processing, evaluating and implementing “the new”, there can be precious little time left over to implement the ”tried and true”.  This problem is coupled with the fact that an instant gratification culture also does not encourage the sometimes grinding day-to-day grunt work still necessary in most multi-faceted marketing mixes.  Since many organizations face increasing challenges internally fitting in all the pieces, they frequently turn to outsourcing some components of their mix to 3rd party specialists.

I’d love to hear from you on the ideas discussed here, please leave a comment below or send me an eMail.

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