Dodging marketing's silver bullet

SMEs need to beware of 'silver bullet' marketing warn Tony Gattari and Shaun Mooney in their new book Marketing Success.

It's claimed 'silver bullet' marketing occurs when advertising or graphic design agencies develop glossy and expensive campaigns without any means of measuring success.

Apparently many SME fall into the trap because they simply don't understand marketing, which the authors point out is not simply ads, a website, brochures or brand recall.

Gattari and Mooney say the key to successful marketing is to measure every activity with brutal efficiency; consistency also matters – don't just consider marketing when sales are down.