According to Eric Wittlake’s blog the ability to change marketing strategies is very important. I find this interesting, because we always talk about how effective marketing strategies, but we do not talk about the importance of changing and adapting marketing strategies.

For example VIsa, before the recession VIsa used to advertise with people buying expensive, somewhat luxurious goods, like in this VIsa ad where James Bond gives a young man his Visa card to repair a broken cart. The man ends up using the card to buy a motorcycle for his cart. This is showing that VIsa wanted their card to be used for more expensive goods. On the other hand, after recession hit and more people were using credit cards for everyday purchases visa released this Super Bowl Ad. It starts with the narrator pointing out that the customer is using his visa card for an everyday purchase.

Changes in strategy are not always successful, JC Penney recently tried to repositino itself to a more “everyday low prices” brand, but was not successful because consumer’s were unable to understand some of the new concepts Penney had introduced to sustain this new position. Unfortunately, Penney was forced to change strategy again after their strategy was proven to not be effective or increase sales.

This post shows what Wittlake had originally said in that being able to change marketing strategy is one of the most important aspects for a company.