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to engage with their customers, but that does not mean every
opportunity should be put into play. Consider the people, the
process, the time and the budgets to accomplish each opportunity.
“If you have four opportunities or channels to engage with your
customers, but can only engage at 100 percent on two of those,
only execute on those channels or mediums,” Sizemore says. “In
looking at data, engagement and time invested into a channel, it
is okay to ‘let go’ of mediums that are not easily achieved at 100
percent. Focus on quality over quantity.”
In the end, brands that do this are the ones that succeed and meet
their customers where they are. The alternative is to assume you
have all the answers. Being real is the straightest path to success.
THE TRADITIONAL
MARKETING APPROACH
OF FOCUSING ON TACTIC-
DRIVEN DELIVERABLES IS
OUTDATED. TACTICS WITHOUT A
HOLISTIC UNDERSTANDING OF THE
CLIENT’S BUSINESS NEEDS ONLY
PROVIDES IMMEDIATE, SHORT-TERM
RESULTS, WHICH ARE IMPORTANT.”
— CHRIS SIZEMORE, CEO, CREATIVE MISCHIEF