In the previous issue of Marketing Masters, we introduced VUCA (volatility, uncertainty, complexity and ambiguity) and the importance of focusing on the foundational elements to tackle complexity in marketing operations.
Years ago (in simpler times), marketers had a greater level of control over the markets, and campaigns were more linear and less technically complex. But advancements in computing and digital has made marketing much more complex. The reality is that some things are controllable, while others can’t be tightly managed.
Volatility and uncertainty are mostly out of your control. However, complexity and ambiguity are not! One of the secrets to managing complexity is to adopt a systems-thinking approach. In this approach, you don’t necessarily need to pinpoint control in one specific area, but rather need to focus on guiding the larger beast!
Marketers can address ambiguity by emphasizing clarity, which requires a high-level marketing strategy, a customer-centric system, and implementing defined playbooks with tested tactics.
Marketers need to adopt a more holistic mindset. Rather than focusing on specific parts, instead find solutions that provide a better collective impact.