The Science of Marketing

Here’s a follow-up to a post I wrote in late August.  You remember – the one about marketing communications activities that happen in sequential stages to be most effective.  Since then, I’ve been talking to peers and keeping an eye on the blogosphere to get a feel for how others feel about a phased approach to marketing communications.  The result: it seems that the days of trying to do too much with a single tool or program are quickly coming to an end. 

Most marketers are no longer swinging for the fences with marketing communications – they are thinking through their marketing goals and mapping out phased communications strategies that get them there over time.  They are walking before they run, dating before they marry, and establishing a dialogue  before they sell.  Here are a few examples of progressive thinking in the area of marketing phases:

Marketing Experiments Blog: Writing Headlines that Don’t Sell — But Get Much Higher Conversions

Startup Hustle: Acquiring, Engaging, Retaining and Monetizing Your Customers

Marketing Interactions: B2B Websites Need to Focus on the Long Term

Drew’s Marketing Minute: Are You Expecting too Much From your Marketing?

I’m a big believer in marketing programs that don’t sell or try to do too much, but instead happen in phases and focus on long-term success.  I’m glad to see that others agree.  What do you think?

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