Mike Tyson said, “Everyone has a plan until they get punched in the face.” It can also be a metaphor for the current state of digital marketing. Getting hit is part and parcel of daily life, and yet marketers struggle with what to do when the unexpected happens.
Marketers have taken a lot of hits over the years — algorithms change, target audiences flow in and out of social networks, email rises and falls as an effective conversion tool, content needs to be published on an abundance of platforms -- the list goes on. And even after all these years, marketers struggle when the jabs, hooks and even sucker punches start flying.
Rolling with the punches has never been the problem -- there’s always something else to try. But if you’ve ever sparred in a boxing ring, you know that the wrong counter move can wind up with you blocking a punch with your face. And if you’ve ever made the wrong pivot in your marketing plan, then your paid search costs might soar, your marketing automation can get blacklisted, your social media reach might tank and you’re down with a ten-count knockout.
So the question to ask yourself is this: “How do I restart the revenue machine when Facebook or Google or any of my channels decide to make a huge change?”
Read the full article over at Forbes.com | Five Ways to Ensure Your Marketing Strategy Doesn't Get Hit From Industry Changes