So what can you expect for the world of marketing in 2014? Unpredictability. There’s no such thing as a sure thing when it comes to business, an accurate forecast of the next year is impossible. After all, who saw Snapchat’s crazy rise to success coming in 2013? There’s no way to determine what the next "Hot Trend" will be, but that doesn’t mean that you have to be worry about being unprepared.
The only thing sure thing you can count on is yourself, so gearing up for the upcoming year will allow you to navigate the changes that lie ahead. Here are some ways to develop maximum marketing adaptability:
Get your ducks in a row.
You won’t be able to keep up with changing situations and trends if you don’t have a clear idea of what you’ve done in the past. What channels or campaigns have worked best? Do you have a way of tracking customer behavior? By organizing a history of your marketing efforts, you’ll be able to identify what is & isn't effective in the future.
Identify your story with your brand.
By now you might have an established narrative, but make sure that the storytelling concept is fully concrete. Outlining what your brand is and isn’t will allow you to make easy decisions when new trends and platforms emerge.
Don’t put all your eggs in one basket.
Maybe in a few months, an exciting new social media platform will become all the rage. Don’t hesitate to check out what the buzz is all about, but don’t feel like you have to put all your time in energy into the latest social media fad. If its capabilities and reach align with your brand’s goals, then jump right in. But don't get sidetracked & let something new (and not fully established) take away from your other marketing efforts.
Have different teams in place.
As different options and campaigns come up, make sure you have different team members who can handle various tasks. Marketing is reliant on timeliness, so you don’t want to waste any time trying to figure out who can do what. By appointing roles ahead of time you’ll be able to tackle issues and opportunities as soon as they arise.