If Marketing Channels Were Holiday Movies

Holiday movies are one of my favorite parts of the Christmas season. Besides the beloved characters and extremely quotable lines, these festive flicks always include life lessons. To tie these lessons in with the lessons that I’ve learned from the marketing industry, I’ve compiled a list of what marketing channels would be if they were holiday movies. 



Direct mail: Home Alone

In today’s digital environment, direct mail can often seem like the forgotten channel. But its targeting capabilities can still save the day. Perhaps that’s why 81% of local affiliates use direct mail, according to October 2014 data from Brandmuscle, and 75% are somewhat or very pleased with the channel’s results.

Photo Source: PlayBuzz


Mobile: A Christmas Story

Similarly to how Ralphie becomes fixated on getting a Red Ryder BB Gun for Christmas, marketers often become preoccupied with the latest shiny new toy. For many, this year’s must-have item was mobile. And while it’s always fun feeding into the hype around apps and beacons, marketers must focus on how mobile fits into their overall business objectives to get a leg up on the competition.

Photo Source: http://filmmakeriq.com/


Data: Love Actually

Although data isn’t an actual channel, I still had to include it on my holiday list. Marketers’ relationship with data is a complicated love story. Some are enamored with it and realize that it ties them to their customers. Others, fail to take care of their data, such as by dirtying it up or collecting it from unfaithful sources. Whatever their relationship status, all marketers have felt unsatisfied with their data and have wanted more. But a lack of data is rarely the heart of the problem. Because, to quote Hugh Grant, “If you look for it, I’ve got a sneaky feeling you’ll find that love [data] actually is all around.”

Photo Source: RottenTomatoes.com


Email: It‘s a Wonderful Life

Just like It‘s a Wonderful Life, email is a timeless classic. And like George Bailey, email is dependable. But just as how Bailey takes his life for granted in the movie, marketers often fail to show their appreciation towards the channel. But what would happen if email marketing were never born? Would the marketing industry be the same as it is today? Marketers don’t need Clarence to fly in for them to know that marketers would be lost without the channel. So as marketers tear their hair out over open rates and click-throughs this holiday season, it’s important for them to remember how each channel touches so many others.  

Photo Source: Variety.com


Social: Elf

In the movie Elf, Will Ferrell’s character Buddy grows up thinking that he’s one of Santa’s little helpers. But after years of towering over his fellow elves and struggling to make toys, Buddy learns that he’s actually a human. So he travels to New York to find his biological father—and himself.

Like Buddy, social isn’t exactly what marketers originally thought it was. Although social was originally perceived as a channel in which marketers could collect likes and followers, it’s now viewed as a platform through which marketers can collect valuable data and feedback. However, according to “The CMO Survey,” about half of marketers (49.2%) aren’t able to show social’s impact on business, which can make them feel like a cotton headed ninny muggins. Still, marketers are using social for other measurable goals. According to “The State of Social Marketing 2014” survey by Socialbakers, 61.7% of marketers list customer acquisition as a very important social goal and 28.9% say the same for social customer care—and that’s something to smile about.

Photo Source: Bonner Library & ReactionGifs.com

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