Intuition Over Shiny Objects
The explosion of marketing tools in the past decade provides a dizzying array of shiny objects guaranteed to improve marketing ROI. With growing pressure to stay in the lead, I can’t tell you how many times I heard—and used—the phrase, “Your competitors will get an edge if you don’t buy tool XYZ before they do.”
Everyone wants an easy report that tells them how well their marketing investment is working. The truth is, there is no easy report. Those numbers can only tell you what happened in the past, not what will happen tomorrow. Sure, you can work toward predictive marketing spending, but we are losing our marketing instincts and truly knowing and activating the intersection between consumer needs and brand purpose.
Smaller brands don’t always have the benefit of fancy data management tools and marketing attribution modeling. They make decisions based on digging in—directly understanding their consumer needs and a personal passion to serve those needs better than anyone else. And they have to get comfortable with listening to their gut.
One of my favorite podcasts is “How I Built This” by Guy Raz on NPR. It’s about entrepreneurs who have built some of the biggest brands in the world. They all have three things in common:
1. Personal passion for what they’re building
2. A mentality that failure is not an option
3. Direct connection with the end users of their idea
These three things will impact marketing ROI more than any other shiny object of the month.
At Kick, we have experience working with many brands from diverse industries, from start-ups to Fortune 50 companies. We’ve built our instincts over decades and have a curiosity that runs deep. We love listening to consumers and helping you build your marketing intuition. Our mission is to help brands grow, with or without the shiny objects.