Aug 04 2010

Is Your Marketing Program Threatened with Colony Collapse Disorder?

Published by under marketing

In 2006, bees started disappearing at an unprecedented scale. Entire hives would suddenly be abandoned by all of the worker bees.

The phenomena was so dramatic, and so startling, it was dubbed “colony collapse disorder.”

Since 2006, scientists have studied colony collapse disorder to determine why hives that were thriving suddenly started failing. The condition spread to hives in Europe, and possibly in Asia.

If you run marketing programs, you may see the similarities between bees and your own work. For long stretches, marketing programs can run in a pretty predictable way. Inputs of campaigns, media buys, research and targeting produce predictable results in terms of leads, sales, or brand awareness. Inputs lead to outputs. Just like bees use pollen to create honey.

But sometimes, suddenly, and for no obvious reason, marketing programs fail. This is “marketing collapse disorder.” And it’s happening now at an alarming rate. Continue Reading »

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