Young parents accept that what works is constantly changing.
That you have to keep experimenting to find out what works.
From planning to evolution
Of course, the marketing literature does not stand still either, and increasingly recognizes that the dynamic environment presents us with new challenges. Michael Porter is opposed by the ideas of Henry Mintzberg (aff.), who sees strategy as something that is constantly developing. His 'Emergent strategy' sees strategy as something that changes over time because the intended strategy clashes with changing preferences and behaviors.
Or as Mintzberg himself describes it: “Emergent strategy accepts that a realized strategy emerges over time as the initial intentions collide with, and accommodate to, a changing reality”. The term 'emergent' implies that the organization learns what works as it does so.
Organizations that consciously investigate the effect of their strategy in the market will learn which parts of their strategy were not realized and which were. What was the result of their own strategy, and which part was the result of actions by others? The result of these findings is input to arrive at a new strategy. This new strategy will usa telegram data continue to develop, and will consist of plans that were thought up in advance and plans that emerged along the way.
Be data-savvy
This requires a way of working, a culture where we act like young parents. What we do, we constantly validate based on data. What we learn from that, we convert into improvements. And we keep experimenting to see if something works better.
I have summarized that in the PEACO model . And whether you are a content marketer, take care of the communication for a charity or develop a marketing strategy, it doesn't really matter. What matters is that you make data-driven decisions. Because this is such an important topic and to help marketing and communication professionals with this, I have written the book Data-driven marketing (aff.).
Unlike most digital roles, data-driven marketing is more of a mindset than a toolset. It’s about the process of getting to that knowledge. It’s a mindset to learn and to get better! That means you’ll have to go out and find the answers yourself. There’s no golden formula that’s easy to find. And success is different for everyone. But data-driven marketing can help you find that golden formula.
You do this by continuously learning based on what you do. Data-driven marketing is by definition an iterative process: you do something, analyze and evaluate it, you learn from it and translate it into improvements. This is a continuous process and every time you go through it, you become smarter than you were. Young parent.
