Marketers often want to believe that the campaigns they run are the silver bullet for success. They will launch complex integrated marketing initiatives for 8 to 10 weeks, then pull those campaigns out of the market and go dark.
THE REALITY OF MARKETING? IT'S ONLY THE BEGINNING.
The results are usually mixed. Awareness may begin to gain momentum, and traffic to the landing page can start to build, however, marketers will find that visitors don’t leave their data and conversions rates don’t meet expectations.
What’s more, leads that get captured usually lack quality. And while there might be time to optimize some digital components, data on traditional media will lag considerably and only provide an historical perspective for the next campaign.
SMART HOME TECHNOLOGY SLOWLY INCREASING IN DEMAND.
A better approach is to follow the old adage: slow and steady wins the race. A good example of this is the smart home technology market. They are finally gaining momentum and that wasn’t always the case. Connected homes and smart security were slow to catch on with consumers, even though the industry thought these systems would be big sellers as far back as 2012.
Thanks in large part to persistent marketing efforts, consumers are just now embracing the benefits. In fact, according to a recent article in Builder Magazine, interest from everyone - from Millennials to Baby Boomers - is increasing. And a 2017 Home Buyer and Seller Generational Trend report by the National Association of Realtors projects the smart home market will grow to be a $130 billion industry by 2020.
PERSISTENT MARKETING LEADS TO MORE SUCCESS.
Continued marketing efforts that provided education around the benefits of energy savings, security and convenience are what eventually convinced consumers. These efforts were also aided by the introduction of smart home voice control technology. The considerable marketing push behind Amazon’s Alexa, Google Home and more provided both leverage and co-op marketing opportunities.
This not-so-overnight success story provides good learnings for marketers. Marketing requires consistency, on-going effort and an overlooked virtue, patience.