There’s a big difference between being a rocket and being shot out of a cannon.
Today, 95 percent of all digital marketing programs are the latter.
You’re a marketing executive, leading your team into a new frontier that is today’s digital world. You have the controls. You set your digital direction through various parameters – your strategy, team, targets, resources. Everything you think you need to accomplish the mission – and, at some point, you launch.
It’s at that moment when the adrenaline is highest and you find yourself on course, hitting your marks and achieving your success – or you launch with a bang, but quickly come back down to earth.
So, are you on a path to achieving digital marketing success?
When it comes to your digital programs, you’re dealing with volatile assets that require continuous course corrections and in-flight maintenance.
Shiny and sleek on the outside, your digital marketing programs are full-on IT applications on the inside. And, for marketers, it’s one thing to pilot digital marketing programs, and another entirely to build, deploy and maintain them.
The digital universe is filled with underperforming programs that fail to achieve their trajectory. The vast majority of digital marketing programs are not built to last.
A great saying that captures it is: “Set and forget.”
They’re more of a “set and forget” mode with a big bang at launch, which, flashy, showy, a lot of fireworks, a lot of excitement, but pretty quickly the reality and gravity will win and those come back down to earth just like that cannon ball with a splash.
Things like atrophy, and lack of integration and refinement.
Unfortunately, this is the norm, and this approach is antithetical to achieving digital marketing success.
So, what do these digital “rocket ships” do differently to achieve digital escape velocity?
They have a series of investments and focal points. It’s the strategy and the vision. They have that endpoint, they know the destination they want to reach, but they also do the blueprint, the foundational work to know what it’s going to take to get there.
They have the right leadership, the right team, and critically, the right resources committed and it’s not just a commitment up to the point of launch but successful digital marketing organizations spend as much post-launch as they do pre-launch.
All of this while working together, adapting and pressing forward so that their intelligent payload can reach its target velocity and altitude.
Your digital marketing can reach escape velocity, too.
The digital marketing organizations that tap their potential, that achieve escape velocity, realize tremendous gains – and it’s not just the trajectory of their KPIs, and the track and speed of their digital marketing programs, but that translates into economic results:
So, revenue gains, market share gains.
Amazon.com achieved escape velocity, and they are in the five percent who achieve rocket ship levels of digital success, but they’re at the extreme. They’ve made a commitment to continuous improvement: Each day they run thousands of tests and make hundreds of adjustments, and in doing so, they’re fueling their digital and economic growth.
The impact of this is that every subsequent program is improved. But it’s not just the new launches. It’s the existing programs out there that also benefit.
So throttle up, increase lift in your programs, and own your digital space.
Digital Trajectory is from the book, Digital Lift: Digital Success Principles for Marketing Leaders by Andrew Dennis, CEO/Founder of NorthPage, Inc.