We saw an upset in this year's College Football Playoff National Championship game. Alabama was seen as the obvious victor. But, in the end, Clemson won the game. Do you think that win was a random event? Hardly…every move we witnessed was deliberate and intentional. There was nothing random about it.
As we come to the end of 2015, companies are planning marketing efforts for 2016. A number of things have changed since your last annual planning period moving from 2014 into 2015. As you go into 2016, ask yourself, “How has the marketing landscape changed in the last 12 months?”, “How has my business changed?”, and “What gives me the most return on my investment?”