We know it is Hanukkah season, but heck, Passover 2013 is right around the corner, a mere three months, to the day, from Christmas. Why not start preparations for the Four Questions?
OK, not THOSE four questions. Instead, let’s look at the four questions smart marketers will be asking as they turn the final page on an abysmal 2012, and plan for what will be an even more abysmal 2013 (for the first six months of the year, at least).
The First Marketing Question For 2013 goes like this:
For our 2013 media mix, paid and owned, why would we think of changing a single thing from 2012?
As a Lairig Marketing bonus, we’ll even give you the answer:
That is the only correct answer, because you don’t have positive and/or satisfactory solutions for these “subquestions”:
>>> What data have we collected in 2012 that proves any one channel or touch point worked better than any other?
>>> Why would we believe some biased blogger or “guru” who touts a single channel as the “killer app” (see mobile advertising, The Year of Mobile – Part 7) and says it is the one we should move most, if not all, of our investment toward?
>>> What recent, relevant and comprehensive research have we done to understand just exactly which communications channels our target customers use to find out about us, shop for our products, make purchase decisions, and stay loyal to us?
>>> Where are the volumes of case studies we must have in order to understand the true and relative ROI of “emerging channels” like Pinterest?
The answer to the First Marketing Question of 2013 – why would we change our media mix? – is easy. We wouldn’t. So we won’t.
“Who” and “What” are going to require all hands on deck in 2013. “Where” will be the least of your worries.