E-Books →Moving to Outcomes Why Partnerships are the Future of Marketing

Think about your marketing strategy as you would consider an investment portfolio. Every investment guru advises diversifying your stock market assets to protect against declines in some types of assets. Additionally, if you want better returns, you need to adjust your holdings through diversification and get outside of the traditional asset classes. Once an asset class reaches maturity and ubiquity, you are much less likely to see above-average returns. Investors can't beat the market by investing in the biggest names of today; instead, they need to find the next Microsoft, Amazon, or Tesla.
Marketers today have a choice. They can keep doubling down on advertising with the digital goliaths of today or begin to diversify and invest in other marketing channels, with an eye toward the future.