Marketing best practices are proven. They are time-tested. They are built carefully and with great consideration – based on lessons learned from the past.
But more and more, best practices must consider what’s right now. And consider what’s next. They must make some assumptions – based on looking to the future.
In 2007, IBM predicted that the advertising world would change as much in the next five years as it had in the last fifty. We’re speeding towards the end of that line. And it feels like the change is just getting started.
In the face of rapid change, your best practices can’t become a prison to conformity. Best practices must be discovered and adopted, but in the face of ever more rapid change, they must be abandoned with as much discipline.
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