There are many marketing strategies that are designed to optimize. They may help us pull just a bit more revenue or profit from what we currently offer. Data mining is an optimizer. A/B testing is an optimizing tactic. Pay per click, banner ads and ad retargeting all are also optimizers. Marketing automation is built to optimize.
Optimizing is a good strategy for little short-term wins. But optimizing is not sustainable. And optimizing makes one big assumption: that the service being optimized solves members’ problems and is of value.
When we no longer see results from optimizing, we need to be innovating.