Def: “completing one-off marketing tactics, with unclear expectations.”
Random Acts of Marketing are what we call the ineffective practice of buying into the hype about the latest marketing tactics and cure-all solutions. You could say that hope and wishful thinking is the strategy. These practices are equivalent to buying lottery tickets as your retirement plan.
The Random Acts approach to marketing is widespread. It’s fuelled by industry hype and the efforts of salespeople pushing you to buy what you don’t need or understand. Unfortunately, the Random Acts of Marketing approach is as common as its counterpart “To Do List Marketing”.
“To Do List Marketing” is when your team focuses on how to spend your marketing budget, rather than using the budget to create a system to drive business outcomes.
The last things you want to engage in are “To Do List” or “Random Acts of Marketing”. Unfortunately, they are the most common approaches, and very likely what you’re doing now. Shifting away from tactics and onto the customer fundamentally shifts the conversation onto tracking and performance measurement along the client’s purchase path.
To learn more download our free eBook Making The Shift.