Customer desires are nearly insatiable. Marketeers want to satisfy and delight their customers. This means that you have to invent ways to leverage and extend the digital resources captured by your developement teams so you can stretch them as far as possible. Finite resources demand this.
I find that having a launch calendar or a marketing automation system is critical for success. Good campaigns require planning and coordination. Yes, you can have a great marketing savant, and by themselves, they can pull it all together to deliver a wonderful event, but this only works when companies are small and one person has the bandwidth and the skill to pull it off. As companies and launches grow in size, shared calendars help us to leverage, reuse, and focus resources far beyond the skills of any one person.
With today's demands for web sites, press releases, SEO, blogs, Facebook, Twitter, and every kind of social media, there is no way to get ahead of the curve without planning. Launch calendars align your campaign to your corporate strategy and messaging. They coordinate a multitude of content developers to do their part for the success of the whole. They enable management to act as the conductor for the symphony.
These can be as simple as an Excel spreadsheet on Sharepoint or as advanced as the latest digital asset management and marketing automation systems. No matter what, start with plan and a tool to manage your campaigns. You'll be happy you did.
This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.
Phil Gibson ©2016