Make Marketing Less Complicated.
“You want to try everything and you can do anything, but at the same time, there’s no model to work off of. There’s no blueprint for success. We’re trying a lot of things and we’re throwing a lot of stuff at the wall. But you have to in this space. Nobody has the formula. Now as we start to see what’s working and what’s not, we’re really learning what our fans want.”
A statement from a report in 2014 about the NCAA's new social media "strategy" that I found in my draft posts. It didn't become a post back then because there's no mileage in picking holes in such approaches, but today it echoes the type of prevailing marketing sentiment that worries me greatly.
Overcomplication for the sake of it and a bizarre willingness to admit that they don't know what works (while simultaneously bemoaning their lack of credibility in the boardroom) are marketing traits that I loathe.
We exist to connect product and services to customers who want and benefit from them - it's really that simple and I hope in 2016 we all remember that while it's not easy, it doesn't need to be complicated.