Today more than ever, companies are operating with a limited supply of resources. Skeleton-crew staffs are running on scaled-down budgets while being held to even greater accountability. There is no time -- not to mention budget -- to waste.
Over the last 10 years while working in the interactive space, I have observed many tactics, strategies, and practices that are worth the often vast amounts of time and effort required to get them right. But then again, I've also witnessed many that are simply not worth the resources they require. Here are a few of the ones that just waste marketers' precious time:
1. Operating without reliable metrics and measurement
If you're operating without reliable metrics and measurement, you're essentially operating without a real plan. It is hard to determine success if you haven't established a clear set of objectives and measurements that relate directly to business success.
Every business goal can be cascaded into other areas of the business, and marketing is no exception. Building and executing a successful marketing plan back from the over-arching business plan is required to ensure that successful marketing also means a successful company. Executives have to be on the same page as to what success really means; otherwise, battle lines will be drawn, and the marketing department and its respective budget will come under greater scrutiny.
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