Earlier this week, TechCrunch published an article by Samuel Scott called How Google Analytics ruined marketing. It’s a lengthy but important article saying that’s because Google Analytics (and all web analytics packages, for that matter) force marketers into looking at performance by channel, instead of focusing on strategy and objectives.
In the years before web analytics, the article says, no one talked about “television marketing;” yet people today constantly talk about “Facebook marketing,” “content marketing,” and even “social media marketing.” These, the author states, are not strategies.
I couldn’t agree more.
I’ve written about strategy so many times that I created an entire section on this blog for it. And yet, on what feels like a daily basis, I hear marketers talking about “Facebook marketing” and the like as a strategy.
Here’s the thing: a strategy is a means for achieving a business goal. According to Wikipedia, “marketing strategy has the fundamental goal of increasing sales and achieving a sustainable competitive advantage.” If you read the rest of that Wikipedia page, it reads like a college textbook on marketing. It takes me back to my undergrad and master’s degree days.
The point is, we’ve forgotten what we learned in school. Channels aren’t strategy.
Lots of marketers mistake tactics or tools for strategy. Sometimes they get stuck on a particular creative idea, and want that idea to become their “strategy.” But ideas aren’t strategy. They’re ideas, and creative is an important part of any marketing mix. But the strategy should help a business achieve goals – not be an end in itself.
The same thing goes for calling “Facebook marketing” a strategy. It’s not.
That’s not the worst of it. Even the TechCrunch author got it wrong! Here’s his example:
This isn’t strategy either! SEO is a channel, not a strategy. Take a step back: why did the person create informational material in the first place? No one creates information material for the fun of it. They’re doing it to sell stuff! That’s the strategy, not SEO.
When decision-makers think about marketing strategy (and spending their money on any type of marketing efforts), they have questions in their mind. Back in 2014, I wrote about 7 Things About PPC Strategy Your Clients Want to Know. In the post, the first thing mentioned is campaign goals. What are we trying to accomplish? And “be on Facebook” or “get to the top of Google” aren’t goals. You can spend a bunch of money marketing on Facebook or bidding high on Google, only to find it didn’t generate a single sale. This is why channels aren’t strategy. They don’t achieve goals.
Another question in the client’s mind is “how do we know if we’ve succeeded?” Well, if your strategy is “Facebook marketing,” you’ve succeeded the second you put a post on Facebook. And if that’s true, then every crappy company who’s posting to a Facebook page is succeeding. We all know that’s absurd.
Remember, a strategy includes goals and objectives. Sure, your strategy may be to “use Facebook to reach our target audience and generate sales of blue widgets” or “engage in SEO to improve visibility of key product pages to increase sales.” But the strategy isn’t “Facebook marketing” or “SEO.” Those are tactics – means to an end.
To make sure your strategy stands up, check out my Ultimate Cheat Sheet on PPC Strategy.
What do you think? Do you find that marketers understand strategy, or are clients coming to you saying “we want to be on Facebook”? Share in the comments!