James Metcalfe
Another big mistake that marketing teams at retailers continue to make is trotting out legacy marketing playbooks such as big media buys or following the latest trend such as working through “influencers” for a season or for the year. This approach is one that has an unclear purpose and can lead to a good deal of waste given that these may be solutions without a clear purpose.
Inherently, this approach often exposes a need to think differently such as building unique content or having more specialized team members proficient in online advertising – skill sets that may mean bringing on younger, higher paid team members in these fields.
Contributor: Carlos Castelán from the navio group
