When implementing a new process or concept, there are a few steps that can be taken to see if the idea can be a reality. Using the proof of concept, prototype, pilot or minimum viable product methods are those steps. Each method is different with the biggest difference being the scope and the underlying costs associated with each piece.
Marketing today is struggling to find its way, resorting to 140-character tweets with a lack of focus or outcome keeps brand awareness high, but falls short when it comes to desired outcomes. A return to well researched value propositions designed to meet established needs is crucial for long term marketing success.