Tuesday, January 4, 2011

The 5 Rules of Adaptive Marketing

Marketers today are challenged with the ever-changing landscape of marketing. Technology and new media have exploded the tried and true mechanisms we all have counted on for so long. 

Enter Adaptive Marketing. But what exactly is AM?
To quote a former colleague who is now with Forrester Research, Chris Stutzman, Adaptice Marketing is  "a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity."   
The biggest challenge you will face in becoming an adaptive marketer is overcoming these 5 bad habits: 
  • complacency, 
  • conformity, 
  • analysis paralysis, 
  • hands-off management, and 
  • silos of knowledge.  
Instead, follow these new rules of engagement and be a smart, leading-edge Adaptive Marketer, running your organization with successful practices that work in today's environment.

(Click chart to enlarge)
Source: Chris Stutzman, Forrester Research, November 17, 2010.

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