Are You A Tactic Zombie?

Are You A Tactic Zombie?

Meaghan Kelly

Proactively asking and answering the question ‘why’ may be the most effective tool in every marketer’s toolbox. However, this simple but powerful question is often marginalized or altogether missed at critical planning, execution and evaluation stages. Often, when a need arises, a tactic is simply picked from the list and called the solution. When this happens, be warned: You’re at risk of becoming a Tactic Zombie.

WHAT IS IT ABOUT TACTICS?

Tactics are tangible. Tactics can create an immediate sense of ‘We’re doing something’ or “We’re getting something done.” As marketers, this happens because we often feel pressure to rush to that ‘new thing’ our competitor is doing. Maybe a few of us feel like we know better but are pushed into something by the well meaning powers above us. Oh, and let’s not forget those alluring tools and technologies that spring up weekly promising a better mousetrap, guaranteeing better results and a whole lot more

The Tactic Zombies

SOUND FAMILIAR?

Avoid being a Tactic Zombie, start asking ‘why’:

1. Ask why as your first step in planning. Doing so will ensure you are creating authentic goals and objectives that map to your larger brand and business. It will set the best long term foundation for everything moving forward. Ask: Why are we doing this? Why is this a priority right now?

2. Ask why throughout developing your strategy. This will help make sure you are choosing the most relevant tactics, ones that map directly to fulfilling an objective or support the fulfillment of an objective. Ask: Why will this (tactic) create the best chance for success? Why will this be the best approach for reaching our audience? Why are we suggesting this?

3. Ask why when you set your performance goals. Targeting unfounded goals will cheat you from real learnings about your brand, offerings and audience. To set realistic goals, examine metrics from previous campaigns and/or industry standards. Ask: Why is this our target for conversions, likes, percent of growth? Why do views of these pages indicate success? Why is this download more valuable than another action?

4. Ask why when developing creative. Follow the credo of ‘everything for a reason.’ When you push yourself to answer ‘why’ of your creative, be it graphic or written, you will stay aligned with both the strategic and tactical goals. Ask: Why is this element necessary? Why would the target audience care about this? Why is this layout the best hierarchy of elements?

5. Ask why when you evaluate after launch. Question why you are seeing certain results at particular stages. Doing so will give you the opportunity to identify key insights and adjust the current campaign for improved results. This can also lead to refining how and to whom you roll out your next campaign. Ask: Why is this group engaging at this point? Why is there drop off at this page? Why did this campaign perform differently than previous campaigns?

Proactively asking and answering the question ‘why’ may be the most effective tool in every marketer’s toolbox. However, this simple but powerful question is often marginalized or altogether missed at critical planning, execution and evaluation stages. Often, when a need arises, a tactic is simply picked from the list and called the solution. When this happens, be warned: You’re at risk of becoming a Tactic Zombie.

WHAT IS IT ABOUT TACTICS?

Tactics are tangible. Tactics can create an immediate sense of ‘We’re doing something’ or “We’re getting something done.” As marketers, this happens because we often feel pressure to rush to that ‘new thing’ our competitor is doing. Maybe a few of us feel like we know better but are pushed into something by the well meaning powers above us. Oh, and let’s not forget those alluring tools and technologies that spring up weekly promising a better mousetrap, guaranteeing better results and a whole lot more

The Tactic Zombies

SOUND FAMILIAR?

Avoid being a Tactic Zombie, start asking ‘why’:

1. Ask why as your first step in planning. Doing so will ensure you are creating authentic goals and objectives that map to your larger brand and business. It will set the best long term foundation for everything moving forward. Ask: Why are we doing this? Why is this a priority right now?

2. Ask why throughout developing your strategy. This will help make sure you are choosing the most relevant tactics, ones that map directly to fulfilling an objective or support the fulfillment of an objective. Ask: Why will this (tactic) create the best chance for success? Why will this be the best approach for reaching our audience? Why are we suggesting this?

3. Ask why when you set your performance goals. Targeting unfounded goals will cheat you from real learnings about your brand, offerings and audience. To set realistic goals, examine metrics from previous campaigns and/or industry standards. Ask: Why is this our target for conversions, likes, percent of growth? Why do views of these pages indicate success? Why is this download more valuable than another action?

4. Ask why when developing creative. Follow the credo of ‘everything for a reason.’ When you push yourself to answer ‘why’ of your creative, be it graphic or written, you will stay aligned with both the strategic and tactical goals. Ask: Why is this element necessary? Why would the target audience care about this? Why is this layout the best hierarchy of elements?

5. Ask why when you evaluate after launch. Question why you are seeing certain results at particular stages. Doing so will give you the opportunity to identify key insights and adjust the current campaign for improved results. This can also lead to refining how and to whom you roll out your next campaign. Ask: Why is this group engaging at this point? Why is there drop off at this page? Why did this campaign perform differently than previous campaigns?

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