The world of marketing is changing very rapidly. New tools and channels are introduced every year, and others become exhausted and inefficient, if not useless.
As I wrote in October for OpenView, it’s very expensive and time consuming to generate leads from inbound marketing unless you already have industry-leading domain authority. I strongly agree with Avinash Kaushik that organic social media is not worthwhile for most companies; that channel peaked around 2013. And online display ads have a click-through rate of about .05% — they are basically impressions, but don’t drive engagement.
On the other hand, in my Bullseye Marketing approach (and book) I outline an approach that will work in 2019:
- Fully exploit your existing marketing assets (few companies do this)
- Sell to people who want to buy now
- Cast a wider net with long-term awareness and brand building programs
Highly experienced marketers and companies with robust, omni-channel marketing programs don’t need Bullseye Marketing. But for the other 80-plus percent of companies, it can be transformational.
Maybe five years from now Bullseye Marketing will be passé, but in 2019 it is what’s working.
