Keeping up with the latest news and information isn't just a nice-to-have -- It is a requirement for most marketers
For some people, staying up with the latest and greatest industry trends and happenings is second nature. For some it is a painful requirement of the job that never seems to get as much attention as it should.
You need to know what is going on in your industry so that you can position and message your company appropriately when the dynamics change.
What would happen if a competitor were to suffer a major product glitch? Could you react with a campaign targeted at competitive customers? You probably wouldn't mention the glitch, but it would be nice to pop up just when customers are dealing with a headache. Maybe you could help them relieve the pain.
Things change over time, and your marketing needs to evolve to keep pace, to position you competitively, and to take into account of changing market conditions and customer needs. A good rule of thumb for marketing messages is that they typically have a lifespan of 12-18 months.
Your core idea should stay consistent. The words you use to communicate with customers should connect with current industry trends, cultural or social happenings or topical political issues.
Information provided by Laura Lowell and, with permission, shared. www.lauralowell.com
Author K. Meador is a mom to two grown sons who are currently pursuing their adult lives outside the home. She enjoys history, aviation, writing, and romance. In addition, she enjoys photography, walking, and visiting with family and friends. For the past several years, she has traveled with her job and has now settled down in Oklahoma City area.
Please leave a comment on this blog and share if you are so inclined. Author K. Meador has multiple published books which are available in paperback, eBook, audio and Spanish.