Ever watched a dog chasing its own tail? It’s hard not to laugh – but it’s also kind of sad. I often want to tell my dog, Malley, “It doesn’t matter how fast you’re going if you’re only going in circles!”
I often want to say the same thing when I talk with people about their marketing. I see so many people spinning in circles, just trying to keep up. Why do they continue to chase their own tails? Often it’s a combination of three factors.
Why you’re chasing your tail
Lack of time
It’s no surprise companies are doing more with fewer people. For proof (as if you needed it), I direct you to one of the best sources of information on marketing communications trends: the GAP Report published by USC Annenberg. This longitudinal study shows how companies have cut back on communications funding and staffing over time.
Also, if you look deeper, you see the other side of the coin: marketing and PR departments are responsible for more than ever before. Ten years ago, you had a short list of tried-and-true tactics. Today, marketing is like the Wild West. In addition to the traditional tactics, you have smarter Internet marketing, social media, interactive, video, and the list goes on.
Lack of tactical expertise
The typical marketing person cannot be an expert in all the tactics available. It’s simply impossible. The list of tactics has grown exponentially and it’s changing all the time. Every day there’s a new tool. Every day there’s a new rule.
That’s one reason why companies often turn to an agency like OSD: it isn’t financially feasible to hire and train a full slate of experts when you don’t know what’s going to stick and what’s going to fade away. It’s easier to commit to an external party and let them figure it out!
Lack of strategic vision
While the two issues above are often the most apparent, this problem can create more of a hindrance. To be blunt, people don’t know what they don’t know. I frequently hear executives in marketing or even higher up saying, “Our strategy is working. It’s fine as is.”
As Mike Peck pointed out in his recent post, How sound is your field of vision?, it’s a mistake to write off ideas because they failed in the past. But it’s just as dangerous – if not more so – to limit yourself to what has not failed in the past.
This is another good reason to bring in an agency. They can help you get things done – and make sure you’re doing the RIGHT things. Or, at least, they should! A good agency should give you multiple points of view from experts – real insights and expertise, not just opinion. A good agency should question your tactics – for instance, by asking WHY you’re doing a video or building an app.
You have a choice. You can do nothing. You can do what you think is right. Or you can be strategic and find out the best way to get where you want to go with the budget you have.
What you’re not lacking: internal talent
While an agency can give you access to a knowledge set you don’t have and you couldn’t afford otherwise, there’s one thing an agency can’t do. It can’t take the place of all the smart, hard-working people you already have. You absolutely need their subject matter expertise to maintain quality.
So when you’re looking for an agency to help with your lack of time or expertise, be sure it can help you with strategic vision too. A good agency isn’t just a supplemental staffing firm or a vendor. It’s a partner that will help lead you to the next level so your people can shine.
- Andy
