Over time, I’ve come to understand that the most successful marketing strategies are those that can primarily deliver these tangible growths; revenue, profit, market share and brand reputation. Of course, the non-tangible outcomes are important too. These are however secondary. To me, the non-tangible outcomes are important to support our quest to achieve primary growth earlier.
The most obvious reason why marketing strategy needs to evolve is because of the consumers' changing behaviour. Their appetite, characters, needs, buying triggers, how they buy and why they buy are forever changing. What worked yesterday might not work today. When we talk about consumers, they don't come in a single group. They represent many groups, with multiple backgrounds and cultures . . .
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