Many companies cling to the same marketing strategies that worked in the past no matter how much the times have changed. The fact is, consumer needs and attitudes shift regularly, requiring rapt attention from marketers. While old marketing methods may have been successful at one time, there's typically a shelf life associated with them. Recognizing that there is an "expiration date" on old customer-oriented strategies and taking steps to invigorate failing marketing efforts is what separates growing businesses from stagnant ones.

Monitoring the "freshness" of a marketing program requires that marketers look at hard data to see what's working and what isn't. It sounds elementary, but a surprising number of companies struggle with quantifying the total effect of their marketing campaigns on customer behavior. In many cases, they don't bother, opting to keep programs on autopilot instead of making difficult decisions. By taking the time to measure the real results of their tactics, marketers can better ensure that they will continue to meet the needs of their customers. .

(November, 2004)