Your Marketing Strategy Is Probably Wrong, Here’s Why That’s Okay
On a recent podcast, marketing expert Rory Sutherland said, “Marketing is not about being right; it’s about being less wrong.” This idea may seem counterintuitive initially—aren’t agencies hired specifically to deliver the right strategies?
But marketing isn’t mathematics. It revolves around human psychology, continuously shifting behaviors, and unpredictable algorithms. Success doesn’t come from flawless strategies but from the ability to continuously adapt based on real-world results and changing circumstances.
As a leader or decision-maker in your company, you’ve probably experienced strategies that seemed perfect at the start but didn’t perform as expected. Maybe you’ve faced hesitation to adjust plans mid-way, concerned about instability or disruption.
However, remaining rigid can cause more harm than good in today’s rapidly evolving marketplace. The digital landscape is always changing—algorithms update, audience preferences shift, and competitive dynamics evolve rapidly.
Consider Netflix’s evolution in digital marketing. Initially reliant on traditional ads and partnerships, Netflix quickly recognized the changing digital environment and began investing heavily in personalized algorithms and user data. By constantly testing and refining their recommendations and digital ad placements, they managed to dramatically improve viewer retention and subscription growth. Their agility and willingness to learn from real-time data drove their success.
Effective marketing isn’t about creating a perfect, unchangeable plan; it’s about continuously testing, learning, and refining. Approaches like A/B testing aren’t simply beneficial—they’re essential. Regularly reviewing and adjusting your strategy based on data is crucial.
Ask yourself honestly:
“Is our current marketing strategy flexible enough to adjust quickly if something isn’t working?”
If the answer makes you uneasy, it might be time to reassess. The most successful companies today embrace adaptability and continuous improvement over rigidity and complacency.
At Essentials!, we understand the value of flexibility and rapid adjustment. We support our clients in becoming adaptable marketers—staying responsive and effective in the face of uncertainty.
Ready to embrace marketing agility? Let’s talk about how we can help.
