Marketing is much more complex than you might think.
Many people think that coming up with great ideas or creating catchy slogans is the most important thing when it comes to creating a successful marketing campaign — but there is a crucial hidden component that is often overlooked and undervalued.
Operations.
Think of it like this: If marketing were to be broken down into percentages, it would be:
- 1% idea generation
- 5% content creation
- 94% operations
Ideation
While great ideas are important, these days, they aren’t that hard to come by. Whether you consult ChatGPT, brainstorm with team members, or simply have a stroke of genius, great ideas are a dime a dozen.
But a great idea poorly executed will never lead to a successful campaign.
Content Creation
Content creation is also important, but it has become somewhat commoditized in recent years, and it’s relatively simple to produce different types of content. If you don’t believe me, spend some time on TikTok and see just how easy it is to create content, most of which is simply created using iPhones.
However, there are differences between good and bad content. There are times when it’s essential to get the lighting, sound, and quality right — and there are others when more candid content filmed on your phone is the right choice.
Operations
The often-underestimated operations component is where the rubber meets the road.
It’s not enough to execute one great piece of content. It must be done consistently, at a standard level of quality, and with everything delivered on time.
This is a true measure of how good a business’s marketing function is.
Take Crisp’s marketing team, for example.
- They’ve constantly got hundreds of posts lined up, and anywhere between 20 to over 100 go out on our various social media channels every single day.
- They send out millions of emails every single week, touching as many clients and potential clients as possible.
- In addition, there are graphics, quote cards, vlogs, articles, and so much more that is scheduled to be released to the public every single week.
Our marketing team is consistent in everything they do, and that’s what sets them apart from our competitors. Repetition is key when it comes to successfully marketing your brand, and that means planning ahead whenever you can — and ensuring the operational machine behind all those ideas and all that content creation is running efficiently and effectively.
Operations encompass quality control, processes for producing and releasing content, data and analytics, and keeping all the moving parts on-track and on-budget.
Developing an in-house marketing team involves many functions that work together cohesively, including videographers, copywriters, graphic designers, media buyers, project managers, and more.
Operations are critical in marketing, and they should not be overlooked or undervalued. Good ideas and content are essential, but they must be executed consistently and at a high standard to create successful campaigns.
