Change is good - sometimes. That is, when it's productive, forward-thinking and necessary for growth. In marketing, this means thinking outside the box and reaching for new markets, revenue, etc.

However, sometimes change for the sake of change is not good at all. Especially in marketing. The rationale here is that it's never a good idea to change marketing if it's working. Which brings me to my next point - do you know what's working?

Many companies often feel their marketing is stale. So they go to outrageous lengths to simply shake things up. But ultimately, marketing is not like a new hair-do or outfit. Abandoning initiatives that are bringing in revenue can be disastrous - and if you don't know what's working and what isn't, then your first initiative is to find out.

Tracking is essential to any marketing - because marketing costs money. For every marketing dollar spent, you should be getting at least $1.50 - if not much more. Otherwise, it'd be a bad investment - with little to no return. Finding out what investments are generating a return is stage one.

Bottom line here is that you need to know what works before you can abandon something that may be driving the entire sales operation. Change is good - but change for the sake of simply shaking things up when you have no further information - well...that's very bad.

Don't let marketing grow stale
http://www.chron.com/disp/story.mpl/business/6818738.html

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