unGrid

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I know what you are saying, “Holy cow, he has actually posted something. Where the hell have you been?” Let me start by apologizing for my utter silence over the last several weeks. I have had a number of things going on and for one reason or another, I decided to take a step back from writing and laid low for a while. I am going to absolutely try my best to start posting regularly and I appreciate all the emails I received from people expressing concern.

One of the things that I have learned about myself recently is that I am a man of timing. I once thought of myself as a pretty spontaneous person, but I guess as I have gotten older, getting into those rhythms and routines of doing certain things each day have become pretty important to me. For example, this blog. For quite a long time, I was in this rhythm that every night I would come home from the office, do some work, maybe watch a little TV, read a bit, if I was lucky hang out with the wife to be and finally, do some writing for this blog.

Though when I took a break from writing, I got out of my rhythm and it is once again going to take some time to get back into that rhythm again.

This got me wondering whether these some type of rhythms play a role when it comes to marketing. With all the new and innovative ways marketers can now market on the web are we doing a disservice by developing these campaigns for only short periods of time? Does it make more sense to get out marketing messages continuously over longer periods of time hopefully integrating into the rhythms of our target markets’ daily lives?

It seems that a lot of work I have been doing recently have more been kind of hit and run marketing. We swoop in, we do whatever we are going to do to try to gain the attention of the target market we are coveting and then maybe several weeks or even a couple of months later, bam, we are gone without a trace. Kaiser Soze style. (If you do not get my reference, immediately go out and buy Usual Suspects on DVD).

I understand the argument against what I am saying that most marketing these days are ROI focused and doing some kind of long-term marketing plan would seriously hurt the return on investment compared to a shorter more targeted campaigns; and I agree with that to a point. My opinion is that we as marketers might be able to have the best of both worlds. Create short, right to the heart campaigns that gains big attention and hopefully bigger dollars while in parallel develop longer term, but lower cost campaigns that help integrate the brand into the daily lives and rhythms of the users we are targeting.

I apologize for being away. I hope you will give me the opportunity to gain your trust and time back when it comes to spending time here on the blog. Thanks!

Cord

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