So, we’re beginning to enter the dog days of summer, when thoughts turn to family vacations and fun in the sun. We’ve long since stopped worrying about fitting into our swimsuits and now just want to enjoy the surf. In fact, we’re right in the thick of summer movie season with one of the most anticipated movies of the year due on our doorsteps this week. Hollywood has a lot riding on the success of the latest Batman movie, having dropped at least $250 million into making the film. And that’s before marketing expenses. Unfortunately, I see a lot of businesses taking a similar, “Hollywood blockbuster” approach to their marketing, putting all (or many of) their eggs in one basket and hoping for a monster hit. But is that the right approach? Let’s take a look.
Image by jonobacon via Flickr
Everyone knows what a great job the big boys do. Amazon, eBay–you can go down the list. All of these “born on the web” companies have massive feedback loops that allow them to experiment with small changes in their marketing, their user experience, their offers, and ten other things. Whenever they make a change, they see if more people are buying and decide whether the new way “works” or not. Amazon’s CTO once told me they can change a font at breakfast and know whether it was a good idea by lunchtime. But how can you do the same thing, when you don’t get nearly as many visitors as these big websites do?