Innovate or die
by
I came across a really great post today by Greg Verdino titled “Get off the scale.” The essence of his article says that marketers need to be focused not on breadth (measuring how many people did we reach) but on creating depth (how much interaction took place) in our marketing projects.
To quote:
…people don’t love brands or buy stuff because they’ve achieved (shallow) reach of a large audience…people love brands that make meaningful connections with them as individuals.
A lot of the time, the bean counters and decision makers are focused on how many people have been reached by a given project. The more eyes on something the better. While that may be partially true, Greg argues that the goal should be less on reach and more on making a connection with those people.
To do that, marketers have to work hard to pursue innovation. What worked once, may not work again in the future. We need to stay committed to trying new things.
Amen to that!
It is innovation that inspires new ideas. Innovation yields efficiency. Innovation nurtures relationships. It is innovation that brings us all closer together in ways that are new and exciting! True, with innovation comes risk and cost, but anything of value comes with risk and cost. Without innovation, our businesses will stagnate and perish.
Time to roll up the sleeves and set aside some time, energy and money. The future holds great promise to those who are willing to do so!
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