Marketing Effectiveness Expert Reveals: Why Marketers Should Focus On The Stuff That Doesn’t Change

Marketers love trends, don’t we? We love testing new things… nothing wrong with that at all. But should we focus on new things or on the stuff that doesn’t change?

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Paul James

Marketers love trends, don’t we?

We love testing new things…

… nothing wrong with that at all.

But should we focus on new things or on the stuff that doesn’t change?

Here’s what Les Binet, leading marketing effectiveness expert, thinks:

 

Les isn’t the first to recommend focusing long-term on the stuff that doesn’t change.

Amazon boss Jeff Bezos once said:

“I very frequently get the question: ‘What’s going to change in the next 10 years?’ I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is actually the more important of the two — because you can build a business strategy around the things that are stable in time. In our retail business, we know that customers want low prices, and I know that’s going to be true 10 years from now. It’s impossible to imagine a future where a customer comes up and says, ‘Jeff I love Amazon; I just wish the prices were a little higher,’ [or] ‘I love Amazon; I just wish you’d deliver a little more slowly.”

 

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