This quote on Marketing Bothism from Mark Ritson justifies the idea of using multiple tactics.

Marketing Bothism: “the rare capacity to not only see the value of both sides of the marketing story, but actively consider and then co-opt them into any subsequent marketing endeavour in an appropriate mix.”

Or you could just say “don’t put all your eggs in one basket.”

When I first read “Bothism” I thought it had something to do with Ian “Beefy” Botham. But no, Bothism is about taking some of this best practice, and some of that best practice and creating something that works for you and your business. Because nobody knows your business as well as you do. The fact that you’re still there means you’re already pretty good at it. Marketing’s role is to present ideas that could make it even better.

• What works for one company may not work for another; consider the difference between B&Q and a local hardware store.
• What worked for you last year might not work this year; consider bricks and mortar retail pre and post Covid.
• A technique that worked last year may not work this: consider all those people who still put “Re:” in their spam blast’s subject lines to make it seem like they’re replies.

You will find people in the marketing industry – lots of them – who are convinced their way is the best way. Such evangelists are convinced their solution is the answer to all ills. They believe their zeal is persuasive. But always remember that nobody KNOWS anything. And that IS a quote, from William Goldman.