We're thinking about marketing timing in the wrong way

We're thinking about the timing of marketing all wrong. Businesses spend months planning marketing campaigns, launching them with precision, but then they expect overnight results. They've forgotten that buyers operate on their own timeline and not on ours. Right now, someone in Dallas is Googling solutions to a problem that we solve perfectly right now. The thing is, that someone's never heard of us. They'll probably buy from a competitor whose name they think they may have possibly heard of in, in some display ad that they saw a few months ago. Now, that situation isn't the exception, that's the norm. Buyers don't wait for our campaign launches. They buy when their budget gets approved or when their current vendor disappoints them one too many of times. Or maybe when the CEO finally admits that the old system is no longer cutting it. The businesses getting this right aren't betting everything on campaign moments. They keep brand advertising running while their competitors go dark between launches. They spread budget across channels because that's where buyers actually live, not just where we think they should be. They're also not wasting time being in places where buyers are but don't expect or want us to be there. Traditionally, marketers are trained to think in terms of campaign cycles. You know, we launch, we measure, we optimize, rinse and repeat, right? Iterate each time to get closer and closer to the target. But markets don't pause between our initiatives. We're still stuck analyzing last quarter's performance while prospects are making purchasing decisions without us. The brands winning in competitive categories treat marketing like infrastructure. It's always on, it's always working, even when there's no one there measuring the immediate returns. Because awareness builds, builds a bit like compound interest builds. And if we stop feeding it, we end up surrendering much of that hard-won mental real estate that we're trying to instill in the minds of our buyers when they are ready to make a purchase. Businesses are looking at their marketing budget less like a series of projects and more like overhead. But momentum matters much more than moments. Thanks for listening. If you like what you heard, Please pass it on. I'm not saying I'm right. I'm saying many out there are wrong. Please subscribe, share, comment, whatever works for you. Find out more at kexino.com. That's K-E-X-I-N-O. Hope to see you again here soon.