Be nimble. Make sure your marketing plans can adapt to change. Sound familiar? That’s the life we live as marketers in the era of digital transformation. Although we spend months in planning sessions to ensure i’s are dotted and t’s are crossed with each marketing campaign, it’s important that flexibility is built into the planning process.
When I get groceries at Stop & Shop, I never buy olives. So based on my consumer behavior, Stop & Shop has likely assumed that I dislike olives and hence never markets them to me. But the company may be surprised to learn that I’m SO keen on olives, I purchase them at a specialty market where I can buy them in bulk.