Clever Doesn’t Always Scale in Marketing


I love toys. Who doesn’t? Shiny new objects, cool new things to play with. That especially holds true in Marketing. We are introduced to neat, fun technologies and tactics all the time in the name of increasing engagement. The problem is clever doesn’t always scale in marketing.

Think of pURLs, integrated campaigns, and who remembers QR codes…? All of them so cool and could have a big impact on response and engagement, or if not used correctly, could be a waste of time, effort and money. The simple fact that a tool is awesome doesn’t increase anything alone. The trending technology won’t drive more sales just because you use it. The new tactic won’t increase your sales just case you added it to the mix.