How do you connect with your market? That's the question at the heart of marketing. There are many channels and methods to use, digital and otherwise. An explosion of digital devices and the arrival of IoT extends the opportunity to connect, expanding the digital realm. The so called traditional media of print, television, and radio continues to evolve, stubbornly refusing to accept obsolescence. Apps, websites, social media, events, commerce, all make for a complex landscape for a brand to participate in in a meaningful way.

Testing for results lets you navigate all this, of course. Test, measure, and throw your marketing spend at what works. It’s a defensible approach, it’s safe. But you might find yourself shortchanging inspiration and spontaneity if that's your only tactic. The “stuff” of engaging relationships is spontenaity, fun, challenge.