As I sit in the hub of innovation in a Technology Village, I am amazed at just how many companies here are working on the next big thing.

They are not just revamping what exists already, but revolutionizing the way in which technology is used and powered to bring change. There isn't a developer here that hasn't caught on to something big, but perhaps, for some it won't happen because they are bringing the wrong product out at the wrong time, or they simply do not know how to market it.

December is upon us and in the marketing world, its a big month for writing marketing strategies for 2014. As we conduct one workshop after another, it amazes me at how out-of-touch people really are through no fault of their own.

At Marketing Eye, we work tirelessly on keeping our top marketers up-to-date with the latest in marketing, yet they still stay behind because there is always someone out there bringing out a new solution or new way in which to market, that may catch on and be the next big thing.

Marketing automation has been around for a few years, but it is not done and dusted. Instead, marketing automation is evolving and transforming the way in which we conduct marketing and process our prospects and clients into a more advanced customer relationship program. What is missing though is the biggest influencer in marketing today - and that's social media.

Why your marketing strategy won't last 12 months

While marketing automation tells us what we should do and when, it doesn't deliver a one-to-one marketing platform quite like it professes to do so. Companies are still shy of collaborating all marketing technologies into one single voice to customers and prospects that give an experience that is unsurpassed in past marketing efforts.

Why your marketing strategy won't last 12 months

It's simple as to why your marketing strategy won't last 12 months and its right here on our doorstep. While we make every effort to capitalize on a company's business strategy and underpin it with tactical marketing efforts that deliver upon this strategy, the reality is that we don't know what is around the corner. We don't know what is coming out in January, February, March or December for that matter - and we won't know until it falls in our laps either through the media or by chance.

If a technology developer brings to me a new solution and I am the first person to see it - and I verify that it works and will change the marketing paradigm, than only I have that solution, and the millions of other marketing plans out there have not taken this into account and may become obsolete before our very eyes.

Some say early adopters are foolish, yet if you said that to the people who registered business domain names or Twitter accounts in the names of the big brands, than you will see that an early adopter is the person that is most able to capitalize and leverage off what is new and innovative. 

Technology isn't the only factor associated with changes in marketing strategy. The volatile business environment and government influence often cheats people out of fulfilling their business strategies creating forced change and a poignant u-turn.

When I write a marketing strategy, I am a believer in the blueprint that has been delivered, yet today as we address the marketing needs of SMB's, I spend more time informing our clients that this is a blueprint but "please do not put in stone" because the reality is - things may change.

I don't want to cast a shadow over my team and other marketers, but a more nimble approach and set of objectives is the only way to operate in 2014, and a constant mirroring of other case studies and technologies that transcend our modern era into the unknown world of customer connection is necessary to save companies from failures or falling behind the eight ball.
Mellissah Smith is a serial entrepreneur and business leader with more than 20 years' experience in marketing.
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Mellissah Smith

Mellissah Smith is a marketing expert, author, writer, public speaker and technology innovator. Having worked with more than 300 companies across technology, medical device, professional services, manufacturing, logistics, finance and health industries, Mellissah has a well-established reputation as an experienced marketing professional with more than 20 years experience. As the founder and managing director of Marketing Eye, she has taken the company from startup to a multi-million dollar enterprise with offices in Australia and the US. Mellissah is also the Editor in Chief of Marketing Eye Magazine, a quarterly magazine that cover marketing, entrepreneurship, travel, health and wellbeing. #mellissah #marketingeye


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  • Achim Kiessig
    Achim Kiessig

    Social Media is a strong CRM instrument in those days. Beside the ability to deliver information and news unbelievable fast it allows a direct interaction between customer and marketer. Marketers have the chance to get information about the thoughts and the needs of the customers, which they can use to adopt their business to a volatile and always changing environment.
    But on the other hand we should also consider that Social Media could be a threat when it is not well managed. Imagine a small company which steps into Social Media to profit from the always praised benefits of the New Media. The mentioned company has might only limited staff and is not able to update and maintain the presence adequate. In consequence the companies news won't be updated, customer enquiries will be unanswered and complains are not processed. Sooner or later the (potential) customers will become unsatisfied with the company and the use of Social Media will turn from good to bad.

    What I try to say is that the marketers must be aware of the managerial consequences of the New Media. To use it can be seen as a big benefit to be reactive in fast changing markets. But if it is poor managed it could may be a threat.

  • Jill Scott

    A marketing strategy needs to be prepared really hard because it's what would make your business rise up. We should learn from others on how to make these strategies work, we'll never learn if we're just trust on ourselves.

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