November 01, 2018

4 Steps to Future Proof your Marketing Plan

Posted by Haley Ruddle
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Sometimes it feels like marketing strategies are outdated as soon as plans are finalized. Between search engines, social media channels and apps constantly updating their algorithms, the emergence of breakthrough technology and the ever-changing media consumption, marketers have to not only keep up, but stay one foot ahead to strategize long-term, effective marketing plans.

Last week, Fifth Ring sponsored Future-Proof Your Marketing, AMA HoustonOctober Academy Workshop. HubSpot Principal Inbound Agency Strategist Sam Hirbod was the keynote speaker, along with panelists Jo Skillman, Creative Director at The Black Sheep Agency, and Christian Carlson, Director of Marketing at Global Information Systems.

Below are a few things the panelists do to create their future-proof marketing strategies. No matter how unpredictable the future may be.

Keep evolving your mindset.

We are both fortunate and challenged to work in an industry that is on the forefront of the latest technologies, platforms and strategies. So, we need a major shift in our mindset. We need to rethink how we market, sell and serve our customers. Being adaptable and one foot ahead of the latest trends will help you stand out as a marketing leader.

Keep an eye on your data.

As platforms and marketing methods evolve frequently, make sure you focus on your analytics. What is best for someone elses target personas may not apply to yours, so you cant assume you know what motivates them. Dig deep to find out where your audience is spending their time, what ads theyre clicking on and keep up with their demographics. Always analyze your own data to understand your own unique insights.

Create an omnichannel strategy.

The traditional sales funnel is dying. Customers are no longer at the output of an elongated process, they are now the core of a revolving funnel. To reach them, you need to use multiple channels, over and over again, to continue to delight them and keep them coming back.

Be authentic.

This is an oldie, but a goodie. And its more relevant now than ever. Its easy to lose authenticity in a world of online interaction, but customers still want to be seen, heard and valued. And not just by a chatbot around the clock. There may be more marketing spend online now than ever before, but word-of-mouth is still the best referral. And you can only earn that by being authentic.

Want more tips about how to adjust your strategy as sales and marketing evolve? Download our CMO white paper.

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