In today’s ever-changing world, it is important to know how to adapt to change, whether it is sudden or gradual. While we cannot really predict the future, we can take steps to ensure that we are prepared for the unknown. In the marketing world, this is known as adaptive marketing, and it can help to protect your business from potential losses. 

If you are investing in adaptive marketing there are some important aspects to consider. You will need to look at data more than ever with this style of marketing and your business will need to be ready and willing to change marketing strategies in real-time. If this sounds a little confusing below we take a look at what adaptive marketing is and how it works. 


So…What Is Adaptive Marketing?

Adaptive marketing or flexible marketing can be considered as marketing that adapts to situations in real-time. It involves actively tracking and responding to customers, allowing you to respond to the needs and expectations of your consumers based on data rather than guesswork. It can also include updating products and services based on this data. 

One brand that has taken to adaptive marketing very well is Coca-Cola. They created an app called Coca-Cola Freestyle  and a vending machine which allowed customers to create their own customised “mocktails” using data gathered from the app based on the most popular flavours. This soft drink giant then used this information to create new product variants to offer to consumers in limited stores. 

Adaptive marketing is about changing in real-time based on customer needs and the current world situation, but it does not have to be difficult to achieve. Below are some simple steps to implement adaptive marketing for your own brand. 


Optimise Online Presence

One day to implement adaptive marketing is to optimise and improve your online presence and offerings. For example, you could add a live chat or chatbot function to your website so that customers can contact you directly with queries or you could streamline the order fulfillment mechanism. These optimisations do not need to be huge or costly, but adapting your marketing strategy will help you to reach consumers when and where they need it most. 


Learn From Your Target Audience

Adaptive marketing success comes from learning from your audience. You can do this by using analytical tools such as Google Analytics or even the tools on social media platforms such as Facebook. You will be able to look at their behaviours, what keywords are being searched for, and what content they are interacting with. This will allow you to find trends in searches and adapt your content accordingly. You can also use this information to personalise communication with your audience, especially if you notice behaviour changes. Take a page out of Netflix’s book and adapt your offerings according to client data rather than selling your products. 


Update Relevant Resources

Part of adaptive marketing is updating the resources and content that you send to consumers. For example, if you send ebooks and whitepapers to consumers, you can update this content to suit the times and current situation. If you would prefer to keep your content the same, you can change the messaging of the advertisements for the landing pages to address different pain points. Updating your resources will ensure that you remain relevant and are adapting to the times. 


Soup Up SEO

SEO is one place where you can implement adaptive marketing easily and effectively. You can look at Google Trends to find the shifts in search intent so you can use these keywords, use Google Search Console to see what new phrases and terms have high search volumes, and update meta-descriptions and title-tags using this information. Having a flexible SEO strategy will help you to change other aspects of your marketing strategy easily and effectively. 


Adapt And Succeed

Adaptive marketing can be highly effective, especially in times which are uncertain and difficult to navigate. You can implement it by optimising your online presence, learning from your target audience, updating your resources and improving your SEO. Further engaging with your audience will also provide you with more insight into how to adapt your strategy. 

If you would like an improved marketing strategy, feel free to contact NetMechanic today to find out how we can help you.