Strategy Bits – Short Answers to Big Questions


Can Random Acts of Marketing be effective?

Random Acts of Marketing (RAM) refer to impromptu, isolated marketing efforts that lack clear strategic planning or alignment with broader marketing goals. While they may generate short-term buzz, they often fail to contribute to long-term brand growth and customer engagement. RAM represents a siloed approach to tactics that may seem appealing initially, but closer examination reveals they can be costly in terms of time, money, and branding. Engaging in RAM can lead to detours that compromise marketing objectives and ROI.

Examples of RAM include running a TikTok campaign, placing an inflight magazine profile, participating in events where the audience isn’t aligned with target goals, or implementing last-minute marketing initiatives that lack coherence or integration with the brand’s messaging and objectives.

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