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All Posts  /  DIGITAL MARKETING TRENDS  /  May 23, 2018 

The Importance of Adaptation Within Marketing

While visiting the Galapagos islands, Charles Darwin pondered why finches appearance and beak size varied from island to island. He concluded that, even though the birds were of the same species, finches from different islands had taken different evolutionary paths based on the food, predators, and shelter surrounding them. Thus, he created his now famous quote:

“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”

Adaptation is crucial to survival, not only in nature, but also in the business. Constantly keeping up with new trends and skills is necessary to the success of any businessperson or organization. This tenet is especially applicable in marketing, where increasing amounts of data and new and changing data regulations have created some great new opportunities but also some new challenges.

Great Opportunities

One of the many tasks of marketers is acquiring data and transforming it into actionable insight. Due to the broader and greater amounts of data marketers are now receiving, this task has become increasingly complex. The basics of marketing haven't changed, but what has is:

  • The amount of data they have to link
  • The number of functions they have to work with
  • The difficulty levels of understanding the massive amounts data

Although the types and volume of data can be intimidating, it is a very powerful tool for marketers.

The sheer amount of data from all media, platforms, channels and devices give marketers a special opportunity to deliver a 1-to-1 experience to all consumers, which previously wasn’t possible at scale. The new data driven economy is creating new opportunities and challenges for adaptable marketers to tackle.

Bumps in the Road

Further complicating the job of marketers is the new GDPR (General Data Protection Regulation) which takes effect on May 25th, 2018. The GDPR affects any company that uses personal data from a citizen in any of the 28 countries that combine to make the European Union, effectively regulating any companies with a global reach regardless of whether they are EU-based or not. GDPR requires companies to be transparent about how they use consumer information and to change how they collect, store and use such information. To be compliant with these laws, marketers are adapting their procedures and marketing tactics. This adds new challenges to a marketer’s job due to the amount of data that is commonly collected.


Learning to adapt your technique in which you reach your consumers and obtain your data, all while staying within the GDPR and other regulations is not a simple task. That is why those driven to adapt in the most effective way will be the ones to sustain success. Data-inspired marketers can make real-time decisions based off this limitless data which wasn’t possible in the past. Keeping up to date with new techniques and practices through research and business connections will ensure you don’t get left behind.

Contact us to keep up to date with your marketing strategies!

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