Increase Your Adaptability in Marketing

By: Gina Lee De Freitas

Marketing has evolved over the last decade with technology at the forefront of the change. Just as consumers have taken advantage of the increase in available information, companies must do the same to stay on top of new buying behaviors. 

In the broadest sense, marketing is fundamentally based on the behaviors of customers, and the process of driving consumer action, as well as customer satisfaction. Therefore, in this sense, these behaviors constantly fluctuate depending on a variety of internal and external factors. For any company determined to market their product or service, the most important goal is to predict what these factors are and then, effectively adapt.

Consumers aren’t attracted to the same marketing methods that existed 30 years ago. In fact, with the rise of the internet as a premier marketing tool, companies need to be savvy in how they adapt to changes in the marketing spectrum.In this article, you will learn some effective ways of how you can increase your adaptability in marketing.

Relate to Your Customers

Marketing is all about building lasting relationships with prospective customers. Essentially, when you attempt to forge a relationship with a customer, you desire to learn about their spending habits, their needs as a consumer, and their current financial situation. After obtaining this information, you can tailor your resources to effectively market your product. 

Many companies struggle to understand changing consumer patterns because they struggle to relate to customers. To fix this issue, allocate time and efforts to properly understand your customer's behaviors. You can do this by creating surveys and questionnaires, as well as relying on industry consumer data. Once you understand what customers in your target audience are looking for, you can carefully adapt to your specific market.

Consistently Communicate

If you are collaborating with your marketing team, communication is a crucial skill that must be honed so you can effectively adapt to certain objectives.

For example, let's say that you have been focused on developing a marketing event to showcase a new product. Then suddenly, your CMO decides to abruptly change the look of the company’s brand. Now, you are faced with a critical and urgent crisis. How are you going to deal with this new issue and maintain the development of the marketing event?

By communicating with your marketing team, you can conveniently obtain all of the resources you need to overhaul the company's brand image and create a successful event. Although this sounds pretty straightforward, many companies lack this vital quality.

This is mainly due to the fact that companies sometimes overestimate their resources and time, resulting in a level of neglect of small but important tasks. By keeping a consistent line of communication open with your marketing team, you can receive the resources you need to sufficiently adapt to recurring changes with enough time to complete a major marketing campaign.

Use Optimal Judgment

One of the most common axioms in the business world is that the customer is always right. While this platitude may be true to some extent, this sort of judgement can be risky when making pivotal marketing decisions. It's always important to consult with your marketing team to understand how to achieve feasible goals, but you should leave room for creativity. Be mindful of your determined marketing goals, while still using your own expertise and judgment to make close calls in specific situations. This will enable you to properly adjust to any dilemmas that may arise.

Adopting these methodologies will not only help you be a more adaptable marketer, it can also sharpen your communication and judgment skills as you navigate the complicated world of reaching your customers effectively.

About Ideas Made Measurable!

At IMM, creating action isn’t just what we do — it’s who we are. Our agency is built to deliver full service capabilities while also delivering measurable results. Big data is the marketing buzzword everyone talks about but few understand. We are here to explain in plain English how data-driven, bottoms-up marketing strategies can help generate leads, drive sales and build your brand. We leverage the expertise of the staff at IMM, a data-driven, full-service digital advertising agency based in Boulder, Colorado.

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