By now, we’re all aware that the campaign-centric model of marketing is over—at least, if you want to be a company that remains viable and visible in the minds of consumers. Instead, most of us are using data to inform our campaigns and listening to our consumers on a regular basis. Or at least we should be.
If you were using the traditional campaign-centric model, you’d take a lot of time to prepare everything. Then you would launch your campaign—with an overarching theme based on an outdated “brand model”—and the campaign might last for a number of weeks, depending on how much money you had to spend on it. Then you’d probably go absolutely quiet until the next campaign. Crickets.
