In today’s business world, a real marketing strategy isn’t just a “nice-to-have.” It’s a concrete plan that helps you reach the right people and deliver your messages effectively.
If everything goes well, a solid strategy can boost brand awareness, increase sales, and even turn potential customers into loyal fans. Or at least into people who don’t disappear after a single purchase!
What about change?
Here’s the catch. A marketing strategy is like that friend with ADHD who can’t sit still. The moment you launch a campaign, the world has already moved on. Trends shift in the blink of an eye, technology takes a sharp turn, and customer tastes… well, they sometimes change just as suddenly, from beige to bright red.
Social media platforms and advertising channels constantly change the rules of the game, and unfortunately, you just have to roll with it. What worked yesterday can flop spectacularly today! That’s why flexibility, creativity, and regularly checking your data are crucial.
Change is what customers want
The only thing certain in marketing is change - didn’t some wise person say that? People change, often when you least expect it.
Did you know more and more shoppers prefer online stores over physical ones? Some Boomers are probably shaking their heads right now thinking, “What a time to be alive!” The reason is simple: it’s faster, more convenient, and let’s be honest, you can avoid all those awkward checkout questions. Customers also care more about what’s in their food, cosmetics, and everyday products - and online, they can access it all the fastest.
And lifestyle trends? Gadgets, fashion, home décor - they change faster than your playlist. One year, everyone’s obsessed with minimalist furniture; the next month, maximalism rules. Labubu? Who even remembers that now? Companies that spot these shifts and adjust their messaging avoid those awkward “why isn’t anyone buying this?” moments.
How people spend money
People don’t spend money the same way they did ten years ago. Incomes change, the economy fluctuates, and sometimes something completely unexpected happens - like a global pandemic.
During COVID-19, shopping habits changed: people stopped going to restaurants, cut back on vacations, and skipped regular store visits. Some companies had to get creative to reach new or hidden customers. Lesson learned: either you adapt to the market, or the market will adapt you.
Change also comes from the product
Every product has its own story. It’s born, grows, reaches peak maturity, and then - well - slows down and gradually disappears. Each stage needs a different approach:
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New product – make some noise. Spark curiosity. Maybe even stir a little envy.
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Growth phase – focus marketing on reaching the right audience and keeping momentum.
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Maturity – the key is taking care of loyal customers and keeping them engaged.
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Slowdown – time for a makeover, a promotion, or a complete rebrand. Think of it as the marketing equivalent of a new haircut and wardrobe.
Want a deeper dive into making your product and marketing strategy fit perfectly? Check out the 4 P’s of Marketing
Technology changes everything
Marketing today? One word: technology. It looks nothing like it did twenty years ago. You don’t read about everything in newspapers anymore - now information comes from social media, online ads, and data analytics. Thanks to these tools, you can see exactly what works and what flops. ROI hasn’t disappeared - it’s just easier to track now.
Updating your strategy
There’s no magic schedule that refreshes your strategy every Thursday. Any change - a new product, a shift in customer behavior, or a trend in your industry - is a good reason to revisit your plan. Regularly reviewing your strategy prevents small problems from turning into full-blown disasters.
If you want a practical example, grab a ready-to-use strategic marketing plan template
Your strategy should always be fresh, up-to-date, and a little… wild and unpredictable.
In short
Marketing strategies change because the world keeps moving. Customer tastes evolve, budgets shift, products go through life cycles, and technology advances faster than your morning coffee kicks in.
Companies that notice these changes, adapt, and aren’t afraid to experiment have the advantage. Stay flexible, pay attention, and be ready for change. And if your marketing strategy was boring yesterday, it might just be hilarious tomorrow.
Because in marketing - just like in life - it’s worth letting yourself go a little.
