Marketing is a ball of fluff...

Here we go. I've taken two months of soul searching and mind digging to eventually find time to write something and let's just say I'm back in business.

It's been safe, fail-proof and boring.

With companies cutting down on marketing budgets, marketers and advertising firms are probably facing crunch time. It's a welcomed move.

With the many different campaigns that have been rolling out in Singapore, the effort has been dismal. I've yet to see anything bold, daring and well, just different.

"It's all down to creating the biggest bang with the smallest buck. This simply equates to CREATIVITY."

Let's Go Online...
"Let's go online. It's cheap (sort of), measurable and reactive."

Easy, buy keywords on Google, advertise on Facebook, do a video and post it on You-Tube. Now, we'll wait and watch the sales and boom and traffic soar.

The Missing Equation
I'll keep it short. It's not about WHAT you are going to do. It's HOW. Before knowing HOW, you need to answer this question...

WHY?
> Why would I click on that banner?
> Why would I want your product?
> Why would I download that mobile application?
> Why should I want your service?
> ETC ETC...

Answer the above and your almost have your answer. If you can't, re-think your approach, refine your marketing mix and think again.

Marketing is a ball of fluff. Yes indeed. A fluff of common sense.