One possible outcome of new media campaigns that I hadn’t anticipate before is what I’m calling Death by Success.
The outcome is nothing new. Many project managers in many companies recognize instantly what it is that I’m talking about. You try a “pilot” campaign and things go better than expected. From here one of two things happen to create Death by Success:
Everyone wants a piece of it.
Web 2.0 is a hot topic right now. If something goes well everyone wants to be able to say that they were a part of it. Every manager wants to have a say in how the program evolves.
Before you know it your original idea has morphed into something that every interested manager and the lawyers all feel comfortable with. Almost always ending up in something boring and sure to fail it’s next round.
How will this scale?
At most large corporations, if a new business isn’t bringing in millions of dollars a year it isn’t *viable*. It’s just not worth the time and resources when other businesses can bring in a greater ROI.
Unfortunately this mind set carries over to marketing campaigns. If a new media campaign is able to show some sort of an ROI, especially one that can be tied to sales then congratulations; do it again and bigger.
The most successful campaigns I’ve seen so far are successful because they are small. They build personal relationships. They create trust.
I think two big changes are going to happen over the next 1-2 years:
- Large corporations are going to learn how to market in a long tail world.
- Social media is going to learn how to scale.
Similar Posts:
- Agencies Get Out of Your Client’s Way
- You are Crazy not to Measure the ROI of Social Media!
- The Life and Times of the Social Media Strategist
# of Comments 15
# of Comments 16
# of Comments 11
