Have you ever worked in one of those offices where people do things, yet never know why? Someone I know once dubbed this ‘tick-box’ culture—an environment where people tick the boxes of what they think has to happen during a marketing campaign, but never ask for reasons why things are being done, or question whether they are having an effect.
You may have noticed that Adobe’s Digital Europe Experience Blog has been going through a few changes as of late. More content posted more frequently, on a site with better navigation. Why? Because it would be challenging for us to preach about the benefits of transforming your business into an experience business if we didn’t constantly strive to provide a better experience for you—our readers. We want to banish ‘tick-box’ culture from our online pages because when it comes to having a voice in our marketing community, we know the best voices are loud and clear, not anodyne and beige.
But, it’s not only content that needs to be fresh and engaging. According to Digital Marketing Magazine, even the market research we conduct needs to have relevance and passion. In a recent article, they reported that research is used widely by 84 percent of communications professionals, but on average, less than half of the communication-based campaigns delivered are actually shaped by quality research. Too often marketing professionals conduct research shaped solely by the need for data points, forgetting that the best strategies combine heart AND head. (If you’ve ever seen the famous Fritz Lang movie Metropolis, you’ll already be convinced.)
Digital Marketing magazine says: “A growing percentage of research is now a tick-box exercise—led by DIY methodologies that typically yield simplistic results. Good research—the kind that empowers storytelling and intrigues audiences—relies on a rigour that’s too often a casualty of the self-serve model. An effective research partner will understand the science of market research, and, in contrast to insular DIY approaches, they’ll take a consultative approach to the development of programmes that drive actionable insight.”
In a nutshell? Having a bunch of irrelevant numbers won’t help if you don’t think about the deeper insights and emotional connections that are revealed through more rigorous analysis and detail. Ticking a box might be easy, but it rarely reaps rewards.
The next time you are ticking off that to do item on your ‘how to put together a marketing campaign’ list, ask yourself why you are doing the activity and what you hope to achieve. If you were a consumer, would you engage with the action being undertaken?
What are you doing to remove tick-box culture from your marketing departments? And while we have your attention, what changes would you like to see us make in the Digital Europe blog to make your experience more enjoyable?