Product Performance: Is it Still Enough?
Imagine if you will, the digital marketing field as it is at this moment; picture it like the roots of an oak tree. Confusing, right?
Today's digital marketing environment encapsulates a multitude of marketing mega-players; niche agencies with their specialist approach; and startups with young, energetic teams. In an industry as diverse as this, surely one would expect companies with the "right formula" to survive and even thrive. The question you have to ask, however, is whether performance is still enough to ensure sustained growth and genuine engagement?
Product performance has long been the linchpin of "modern" marketing campaigns — "Look at what our new product can do," "Look at these specs," "Wow, this will change the way we do x or y." Ever heard this before? Yeah, I'm sure you have. Punting the obvious changes and so-called improvements to your product or service, however, is about as effective these days as ringing your bell in the town square to grab attention. The immediate effect is people sit up and listen, but eventually your message is drowned out by yet another product with yet another improvement. This is what Larry Keeley so beautifully describes as the "cost of complexity." What happens when all marketers offer the same service, and it's a great one at that?
The technology economy we live in relies on constant innovation to keep users entertained. This has, to a certain extent, filtered into other facets of the economic makeup as well. As marketers, you're expected to keep on keeping on, innovate, adapt and change out service to line up with not only what's already out there, but also anticipate and encompass what's to come. While progress is necessary in order to stay relevant, progress for the sake of progress should be avoided. Not only does it syphon money from the budget, it also diverts valuable working hours that could have been spent on something more productive.