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Good Digital Marketing Goals Gone Bad: When It’s Time to Change Course

By Stoney deGeyter

February 17, 2016

You may have heard this analogy before, but bear with me for a minute. If an airplane takes off and is only one degree off in it’s calculations, it may (or may not) make a world of difference to the passengers. The shorter the distance from takeoff to landing means the easier it is to compensate for the error. But when the takeoff and landing are thousands of miles a part, a single degree can put you thousands of miles off course.

And so it is with web marketing.

A few years ago, we tried to map out everything our team was going to do for a client before they signed a contract. This made sense to us since the client wanted to know exactly what we were going to do, and we were eager to show them.

The problem came when, six months into the contract, we needed to make course corrections. And much to the detriment of the campaign, we were locked into a specific set of deliverables, many of which were no longer relevant. Sure, we could go to the client to explain why they would no longer be getting X but instead getting Y, but [...]

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