Marketing as we all know is an evolutionary process. It never stops but evolves from one strategy to another, constantly refining and bettering itself. Or at least that’s the theory. The problem for many companies is that they discover an approach which works and then take their foot of the accelerator, hoping they can exploit their success for years. But, this rarely a recipe for long term success.
Good marketing executives know that it is the constant re-invention and refinement that really brings success. And this is none more evident as we switch the emphasis from multi-channel to omnichannel marketing.