Welcome to the first edition of our brand new weekly blog series, Marketing Myths. Each week’s installment of Marketing Myths will aim to bust a commonly held belief about marketing. Last week, we busted the “Low Price Wins” myth.
This week’s myth = What Works Today Will Work Tomorrow
It’s amazing how many companies seem to think that if they just keep doing the same things that got them to where they were at the height of their success, they would continue to be successful. And too often those companies end up disappointing, going through sales dips, restructuring and frantically trying to figure out where they went wrong.
Tastes change. Technology changes. Competitors change.
In a world that changes as fast as this one, you can only ride a successful strategy for so long. The best companies continue to adapt and add to their strategy.
Marketing is an area where we should all be in a constant state of testing and improving. From individual channels, to ad copy, to promotional materials, to special offers – we need to question everything we do.
There is no such thing as a perfect marketing plan. Just because something is working, does not mean that it can’t work better. And just because it’s working now, doesn’t mean it will continue to work forever without regular tweaks and updates.
The message is this, don’t rest on your past successes. Continue to innovate and improve.
Stay tuned next week for another myth. If you have a marketing myth you’d like me to bust, add it in the comments below.