I was asked to make a keynote presentation to Oregon Restaurant and Lodging Association to lay out a scenario where marketers need to stop spreading themselves so thin and go deep in a few core marketing channels. Instead of providing wonky, detailed charts of testing frameworks and overwhelming data, this is a visual presentation that compares the digital marketing landscape to NATURE and how different species have different strategies to survive, adapt, and thrive.
As marketers, we are overwhelmed. We're constantly feeling like we should be doing more even though we are already stretched so thin. First, it was maintaining a great website, making sure it was search engine optimized, then it was building out an email marketing program, a PPC program, then Facebook and Twitter came along and we dove in, now there are dozens of new marketing channels that are being added to our marketing mix at a dizzying pace - Foursquare, Pinterest, Instagram, TripAdvisor, Yelp, LinkedIn, optimizing for mobile, and the list goes on and on.
As marketers, we need to start with our primary goal and, at every step, make sure our marketing activities map back to helping us achieve that goal. Ask "why?" at every turn. Often, so many of us are doing something new just to do it instead of being strategic about our efforts.