It’s not the tools, it’s what you do with them.
Marketing process, automation, and digital tools are effective ways to manage, execute and measure marketing activity. However, these valuable tools may be dangerous in the wrong hands or if seen as a shortcut to getting results.
With all of the easy-to-use tools available, it is tempting for businesses to jump straight into marketing activities. But tools don’t solve problems; they optimize processes; they bring speed, organization, or improvement to something that already works, but they’re not going to help get to the root of the problem and provide a solution.
Strategy is what solves problems. We’ve all heard the saying that a poor workman blames his tools; this holds true for all marketing tools. These tools will only deliver the desired results if carefully thought through and appropriately used.
Without careful planning and thought behind the strategy, the objective, and the key performance indicators, any digital or marketing tool (or any business activity) will not deliver the desired results.