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November 4, 2015 By Amanda Kaiser

The Danger for Associations Using Optimizing Strategies

dont optimize - innovate

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.

Related:

  • Association innovation: 3 articles to get you started
  • Member strategy, marketing and innovation is not…
  • The step-by-step process we take to keep our associations relevant 

Filed Under: Association Innovation Tagged With: association innovation, association marketing, brand strategy, innovation, member experience, strategy

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