A few weeks back I held a workshop for 101s. The main theme behind it was 'Building Marketing Asset'. The next iteration is the Random Act of Marketing.
It's doing a standalone marketing activity at convenience.
For example, one day you came across my tweet, I preach SEO. Then you decide to jump into SEO without thinking about how it connects to your whole marketing system.
Another example is, making a billboard for a specific campaign, but sending it to the main website which doesn't have any link to the campaign.
Or, "hey let's sponsor this event", without regarding who the audience is. Which I've seen people do again and again. (Unless you are being charitable).
Even so, it's a waste of the marketing budget.
The opposite of Random Act of Marketing is Deliberate Marketing. Marketing with a specific strategy and user flow, from one state to another.
Here's what deliberate marketing looks like.
When Campaign A is over, start Campaign B with link B.
B to B, C to C, D to D and so forth.
Every now and again, you will see gurus and industry experts will pitch a new way of doing marketing that promises a higher conversion rate. Hold yourself together.
Learn about your marketing options. Know your Marketing Fundamentals.
"Think Structurally, Execute Flexibly"- My Motto
Say we do Campaign A, with Billboard A, and it backfired, what do we do?
There are FB ads A. Google Ads A. Brochure A. There are so many variations of media and creatives you can use. Fundamentally, the question that needs to be answered ...
Random is what I call Duct Tape Strategy.
Strengthen your marketing fundamentals so you don't always fall prey to new tactics which are mostly FOMO.
Secondly, learn about all the marketing options. Choose the best weapon for the right job.