12. Respect and Anticipate Community and Competition
Experienced strategists know that migration—the drift of customers to new and different forms of media—is normal. The trajectory so far has started with print media and tacked to radio to television to cable to the Internet to mobile.
People move from media platform to media platform, seeking experiences that offer good information, entertainment, ease of use, and the best overall value in their day-to-day lives. Your marketing round has to move with them.
That mobility means a greater likelihood of success—which your competition will react to by adapting its approach to challenge yours. And so it goes.
In marketing, no approach is certain. What is certain is that we all are working within ...
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