Why Your Marketing Plan Needs to Change on a Regular Basis

If there is one sure-fire way to guarantee your marketing won’t be successful, it’s to stick with the same plan for months and years on end. As lots of businesses have learned the hard way, things change on a regular basis, and even tactics that work exceptionally well in the past sometimes go stale.

That really shouldn’t be surprising. After all, by definition a successful marketing plan changes your company – that is, it gives you new customers, a new standing amongst your competitors, and even a new set of goals to reach for. So, if your marketing is working, your business should be different in important ways from one period to the next, meaning that your plan for finding new customers should probably be different, as well.

And of course, that’s even more true if your marketing plan isn’t successful. The last thing any business owner or executive wants to do is keep pouring more time and resources towards a project that isn’t showing a positive rate of return.

Adding to the pressure for change is the reality that the market is always changing around you, so even if things aren’t different for your organization internally, you can bet they are for your buyers and competitors. Put that together with the notion that new ideas and tactics are always coming in and out of vogue, and it’s easy to see why your marketing plans don’t just have to change, but need to evolve on a regular basis.

Why dwell on the need for change now? Because we are trying to get more and more of our clients to embrace the concept of agile marketing, an approach that places the focus on results, not standalone tactics, so that the specific tools you use to reach your objective can shift and evolve from one period to the next.

Agile marketing isn’t just a great name for an interesting concept – it’s the approach smart companies are using to generate bigger bottom-line results from marketing in 2013 and beyond. How can we help you get started with your plan today?


Online Marketing Uncategorized

The Worst Way to Think About Internet Marketing in 2013

There is a very common way of developing Internet marketing plans, and if you follow it, the results are probably strangling your business slowly…


It goes something like this: The client (usually a business owner or executive) seeks out a Calgary web design company and gets a new site along with a list of activities designed to drive traffic. In the short term, things look good, and sales start to trend in the right direction.


Over time, though, the same old established tactics stop working the way they did before. Eventually, the client becomes frustrated, finds a new web design partner to work with, and starts the whole process over again from the beginning.


The reason that things like this tend to work for a limited time, if at all, is because the focus is put on a list of activities to try, rather than a real goal that’s trying to be achieved. In other words, all the attention is paid to things like ads and blog posts, but the approach never changes from one quarter or year to the next. And so, once the competitive landscape has shifted a little bit, or customer preferences start to be a little bit different, results move in the wrong direction.


Smart Calgary web design companies have learned the hard way that this sort of plan never works the way it’s supposed to over time. And so, businesses like ours are adopting a newer, smarter approach called agile marketing.


It works on a different premise: Instead of promising a certain activity, we meet regularly with our clients to find out what sort of results they want to generate, with the understanding that these goals and targets might change over time. As they do, we shift our thinking and resources to best meet their current challenges, not a set of goals that were relevant years ago.


Simply making a plan and blindly following it for years is a prescription for Internet marketing failure. Call us today and let us explain how agile marketing can help your business grow.