A few years ago I came across a Forrester Research Inc. report titled The CMO Mandate: Adapt or Perish. Coming back to it in 2016, I still think there are gems in this report that are valid and actionable right now. The report explains how the future will be about the survival of the fittest and only two types of companies will exist: those who adapt and those who go out of business. In order to avoid extinction, companies must employ adaptive marketing. What is adaptive marketing? It’s summarized as: A flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity.
The report further looks into the landscape and defines five habits behind successful adaptive marketers who are winning in this space. They include, being able to:
- Accept change by being more flexible and experimenting with structure, new media and technology. Prepare for the unexpected by being one step ahead.
- Dare the status quo by leading and striving to create new experiences, innovative thinking and using new tech to their advantage.
- Act continuously by prioritizing speed and action when dealing with your customers and addressing new channels.
- Participate personally in new types of media and marketing innovations, along with empowering your team to take a personal stake in shaping the overall brand experience.
- Tear down boundaries by breaking down the organizational silos that prevent collaboration and learnings from being shared.
Basically, marketers need to continue being the voice of change and innovation. This includes brand building internally and embracing all types of new tech. Do you think these habits are still relevant in 2016? I definitely do.