MARKETING BEST PRACTICES EXIST FOR A REASON: THEY WORK! | MARKETING MYTHBUSTERS

Conventional marketing thinking is to first work out your strategy, then design a tactical plan best placed to deliver on that strategy. However, many business owners think it's a good idea to do the opposite. They alter their strategy based upon the economics of the tactics. In other words, if you can't hit the target, hit what you can and call that the target. Sure, once in a while you'll get a black swan that defies logic and reason and goes on to become a unicorn, but for every one of those exceptions, there are a gazillion others that crash and burn. I'm not saying those failures would have survived if their marketing hadn't followed convention, But applying established processes allows for better understanding of what's working and what isn't. That's why they're called best practices. You'd think that would mean businesses would follow best practices when they're designing their marketing execution, right? But for some reason, people would rather bet on an inconceivable long shot than something that's proven and attainable.