Persistent Marketing
Here’s a great quote from a recent Seth Godin blog post:
Persistence isn’t using the same tactics over and over. That’s just annoying.
Persistence is having the same goal over and over.
I love this idea.
While this is applicable to marketing in general; I think this fits especially well with social media marketing. Leveraging a relationship between your analytics data and your social media will enable you to quickly create new tactics while maintaining your original goal.
I would add that analytics helps you know when not to change tactics at all—that is, when to hold on to what’s starting to work. Tactics that don’t work with a tiny emerging community might work really well as the community grows.
I’m always baffled when decisions to change tactics are made without any real analysis of actual data.
@Brian.
Thanks for the addition. I see what you’re saying lining up nicely with what Godin said. If things aren’t quite working but your data is telling you that patience is your best ‘tactic,’ could that also be viewed as persistence?
Similar to what you’re saying, I’m also struck by how easily data is misused and decisions are made based on a desire to make a square peg fit into a round hole.
As you say, I think what we’re seeing is a need for everything--including social media--to be data driven and based on analytics. It’s a shift from telling analytics what to do; to allowing analytics to tell us what to do.
Be on the lookout for a post regarding the last few sentences.
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