Panic is a natural human reaction to sudden change, dominica cell phone database but it often leads to unjustified and inappropriate (overreacting). Fortunately, data shows that over time, with greater insight and pragmatism, reactions to sudden changes normalize, economic sentiment becomes more optimistic, and the "panic around change" naturally subsides.
"Controlled adaptation" is a more appropriate response pattern: rather than shying away from change, the focus is on embracing and adapting to the shifting landscape. Marketers monitor and continually evaluate which "Cs" are changing and why, and then manage or modify the "Ps" accordingly. When current (and familiar) trends suddenly accelerate, existing marketing strategies (to manage the corresponding trends) must "stand firm," while marketing tactics (to manage the sudden acceleration) must "flow like water."
Some things never change
When the dust settles, some companies will survive COVID-19, and some will thrive. And those that deliberately ignored the Third Industrial Revolution for the past 30 years will die (many of them already have: check out this terrifying chart of COVID-induced bankruptcies ).
So what separates the winners from the survivors? Undoubtedly, the winners will have a "solid strategic foundation," "flexible brand guidelines," "modern marketing technologies," and a "flexible organizational structure."
Clearly, there's no universal recipe for success. But a good plan can be developed by eliminating all marketing variables and highlighting the constants. These constants never change and can thus serve as the ultimate, immutable truths (or axioms) of successful marketing.
Three axioms of successful marketing
It's hard to dispute the fact that this is the starting point of any business. Qualifying an experience (product or service) as "useful" is simply a simpler way of determining "product-market fit"—the cherished condition for potential business success. This means nothing less than offering a competitive (ideally superior) solution to a new or existing (ideally unsolved) consumer problem, for which there is sufficient market size to create a sustainable and profitable business.
For an experience to be "useful," a brand needs to:
A deep understanding of (current) consumer needs and the market in which they are met or unmet. For example, Instagram* operates in the entertainment sector and competes with Netflix and Nintendo as well as TikTok and YouTube.