When Marketing Works: The Ripple Effect in a Changing World
What Happens When Marketing Works?
Some say marketing is magic—a mix of creativity, timing, and strategy that makes a product or service irresistible.
Some say it’s expensive—a necessary but costly function that doesn’t always show its ROI right away.
But what is it really?
It’s hard work. It’s the kind of work that requires both strategy and heart, that impacts real people with real goals. And yes, it can be intense—but there’s also a lot of joy in it. Because when marketing is done well, it doesn’t just push products—it builds something bigger. It helps businesses expand, partners grow, and employees work more seamlessly. It sparks conversations, strengthens brands, and brings ideas to life.
Things Are Changing—Fast
Rand Fishkin (co-founder of SparkToro) recently shared insights from Nate Hake, a travel blogger turned founder of Travel Lemming, about Chegg’s antitrust complaint against Google’s AI overviews. Hake points out how Google’s search monopoly may allow it to use publisher content for generative AI—keeping users on Google instead of sending them to publisher sites. According to the complaint, this move could leave the internet with “an increasingly unrecognizable Internet experience… a once robust but now hollowed-out information ecosystem of little use and unworthy of trust.” (¶ 13)
In essence, the suit highlights how Google’s “answer engine” approach, including AI overviews, can lead to a “zero-click” environment, threatening incentives for publishers to produce high-quality content. It’s a stark reminder that marketing doesn’t operate in a vacuum. Shifts in technology and policy can force marketers—and businesses—to adapt quickly or risk being left behind.
But not every AI-based initiative follows the same pattern. BIC’s 75th-anniversary campaign, shared by Piotr Bombol (co-founder of Adaily.co), offers a refreshing contrast. BIC used AI to analyze Shakespeare’s handwriting—then spent 20 days recreating Romeo & Juliet using a single BIC pen. The result? A creative demonstration of human ingenuity, with AI serving as a supporting role rather than the main event. It underscores how human-led concepts, bolstered by AI, can resonate more authentically.
Our Real-World Example: Tango Networks
Take Tango Networks, for instance. Their flagship product isn’t just a mobile endpoint—it reduces costs, helps enterprise companies stay compliant, and empowers remote teams. With effective marketing, they’ve achieved tangible results:
- 25% increase in key page views (YTD)
- 10.8% jump in engagement (YTD), with a 50% better engagement rate than competitors
- 20.5% increase in overall website clicks (YTD)
- 4,000+ tasks completed (+33% YoY) including key improvements to support the streamlining of partner programs
- $259.5K saved (+7% YoY) by leveraging Smack Happy’s specialized expertise
Those metrics didn’t appear out of thin air. Marketing is what makes that impact visible—and keeps it growing. As Tango Networks evolves, so do their marketing strategies: strengthening reseller enablement, expanding partner programs, and refining product positioning to serve enterprise customers better. Marketing is never a one-and-done exercise; it’s an ongoing process that adapts to new technologies, market shifts, and customer insights.
Five Signs Your Marketing May Need a Refresh
Below are common signs that your marketing approach might be falling behind—plus how a thoughtful, evolving marketing strategy can drive lasting impact.
1. People Aren’t Finding You
You’ve built something great, but if your audience can’t find you, the impact is limited. A website that doesn’t grow in visibility means opportunities slipping away.
What We Did (And Continue to Do)
- Refresh Key Web Pages: Aligning design and copy with real user needs.
- Improve SXO: Targeting the right pain points to capture engaged searchers.
- Create Resonant Content: Blogs, case studies, and resources that speak to their audiences’ real-world challenges.
For many clients, this meant more qualified leads—not just higher numbers on a chart. At Tango Networks, it translated into a 25% increase in page views, a clear sign people were finding the information they needed.
2. You’re Talking, But No One Is Listening
You’re pushing out content, but engagement is low. No real conversations—just empty impressions.
What We Did (And Continue to Do)
- Data-Driven Social Strategy: Pinpointing the right timing, format, and tone of voice.
- Partner-Focused Storytelling: Aligning brand narratives with channel partners to present a cohesive, compelling message.
The result? A significant engagement boost—in one case, an engagement rate 50% higher than that of direct competitors. But social is never static; it’s a cycle of testing, learning, and refinement.
3. Your Team is Working Hard—But Everything Feels Disorganized
Marketing isn’t just about great ideas—it’s about coordinating them. Disjointed efforts can stall progress and burn out even the most motivated teams.
What We Did (And Continue to Do)
- Streamlined Workflows: Created scalable processes to unite projects from partner launches to brand refinement initiatives.
- Managed Thousands of Tasks: In 2024 alone, we completed 4,000+ tasks (+33% YoY) to keep momentum going while leaving room for creativity.
It’s about balancing structure with flexibility—enough order to get work done efficiently, but enough freedom to innovate.
4. Your Message Isn’t Sticking
A strong brand has a clear, consistent voice—one that people recognize, trust, and remember.
What We Did (And Continue to Do)
- Refined Value Propositions: Tailored messaging for diverse audiences (like enterprise buyers and resellers) without losing coherence.
- Unified Brand Narrative: Made sure every touchpoint communicates why the solution matters, not just what it is.
These changes already brought greater brand recognition, evidenced by a 20.5% increase in meaningful website clicks. But storytelling never ends; it’s iterative, evolving with audience feedback and market insights.
5. You’re Doing Everything Right, But Growth Has Stalled
You’re putting in the effort, but progress has plateaued. Sometimes it’s not a lack of strategy—it’s a lack of bandwidth.
What We Did (And Continue to Do)
- Leveraged Specialized Expertise: Instead of over-extending internal teams, Tango Networks saved $259.5K (+7% YoY) by partnering with external marketers (us!).
- Agile Approach: Quickly adapted to new partner needs, product updates, or shifting market conditions.
Because marketing isn’t just a to-do list; it’s a living strategy that must adjust and adapt when the ground shifts.
Marketing: A Thread That Connects Everything
Marketing often serves as the invisible engine of success. You don’t always see the hours of brainstorming, analysis, or trial and error—but when it’s done right? You feel the difference.
It’s not just about selling a product—it’s about supporting a vision. When marketing is strong:
- Partners Succeed
- Businesses Grow
- Employees Collaborate More Seamlessly
- Customers Enjoy Better Experiences
And that ripple effect? It touches real lives.
Make Ripples
From Google’s AI overviews reshaping referral traffic to BIC’s AI-supported campaign reinforcing the value of human creativity, it’s clear that technology can both challenge and enhance how we connect with audiences. The Chegg complaint reveals how vital it is to stay adaptive—legal and platform changes can alter the playing field overnight, especially if you rely heavily on organic search or third-party distributions.
At Smack Happy, we don’t just execute marketing—we amplify missions. And we have fun doing it. Our work is guided by values that ensure inclusivity, innovation, and authenticity:
- Quality & Excellence – We bring out the best in each other and in our work.
- Teamwork & Collaboration – The best ideas happen together.
- Integrity & Authenticity – We deliver what we promise and stand by our work.
- Diversity & Inclusion – We build teams representing a variety of backgrounds, perspectives, and skills.
- Efficiency & Resourcefulness – Smarter, better, faster solutions—without waste.
- Creativity & Curiosity – Innovation happens when we push boundaries.
- Making a Difference – Every project has the potential to create lasting impact.
- Fun & Enjoyment – Marketing is serious business, but that doesn’t mean we can’t have a good time.
Marketing isn’t set-it-and-forget-it—it’s living, adapting to technological advancements, legal shifts, and ever-changing customer needs. And when it’s done right?
It doesn’t just drive business—it drives real impact.