Based on Mark Ritson’s Bothism concept
Published originally in Marketing Week, “Bothism is the cure for marketers’ fascination with pointless conflict.” Marketing Week+2Articles of Interest+2
Intro
In many businesses I speak to, especially in property, construction, and professional services, the marketing discussion still sounds like “digital or print”, “brand or activation/ tactical”, “short‑term or long‑term”. That binary thinking can hold you back.
Mark Ritson argues we need a both-and mindset: use both classic and contemporary; build brand and drive activation; invest in mass reach and targeted performance. Omnicom Media Group+1
The Problem
- The “or” conversation: agencies or in-house? Digital or traditional? Social only or showhomes only?
- When you pick one side and neglect the other, you lose synergy. Ritson writes: “We are dominated at the moment by either‑or contrasts … when you adopt a Bothist view … the whole confection improves dramatically.” Marketing Week+1
- In your sectors, this might look like a developer relying purely on Rightmove and Instagram stories but forgetting signage, regional PR, and after‑sales communications. Or a contractor plugging only LinkedIn posts but ignoring site hoardings or local networking.
Why Bothism Works
- Brand value (long‑term) and activation value (short‑term) both matter.
- Traditional channels still deliver reach and credibility—digital still delivers targeting and measurement.
- Ritson: “You need short‑ and long‑term objectives … this is harder for agencies who are restricted … but brands should certainly be thinking about their long‑term strategy alongside more immediate goals.” hub
How To Apply It
Audit your mix
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- – List channels/tools you use and map them to either brand‑building or performance or both.
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Pick “and” outcomes
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- – E.g., build awareness in the market + convert X leads in the next 90 days.
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Craft joined‑up activity
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- – On-site branding + social launch; Direct mail + digital retargeting; Sales collateral + portal analytics.
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Measure across time
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- – Not just next month’s leads, but awareness growth, brand sentiment, pipeline conversion.
What It Means For You
- For a developer: combine off-site hoardings (traditional) with story-led video for social (digital).
- For a consultant: match high-value legacy print brochure with targeted LinkedIn lead‑ads.
- For both: don’t treat new channels as a replacement—they’re an addition.
If your marketing plan still uses “either/or”, let’s shift it to “and/and”. The right mix wins.
Reference:
Mark Ritson, Marketing Week – Read Article
