It’s only thirteen days ago that Manchester United boss Ruben Amorim stated that “it was really clear” that his side were in a relegation battle. Fast forward a little under two weeks, and his team have battled to a creditable draw at Anfield – against arguably the world’s most in-form side – and knocked Arsenal out of the FA Cup after an epic clash at the Emirates.
Change in the Odds
Their odds for relegation have lengthened from 40/1 to 66/1 in the interim period and suddenly, whisper it quietly, things are looking up at Old Trafford. There have been many false dawns in the post-Alex Ferguson era at United and it is hard to argue against this being another one.
However, in under a fortnight, United fans have gone from pondering whether there are three worse sides in the top flight to dreaming of cup success and an ascent up the table.
What a Difference a Week Makes
United’s latest turnaround of fortune is a perfect example of how campaign objectives can change. Just as a football team must adapt its strategy and objectives in response to the ever-changing dynamics of a season, so too must marketing campaigns be flexible to the ever-shifting landscape of consumer behaviour, market conditions and organisational goals.
For example, a campaign initially designed to boost brand awareness may pivot towards driving conversions if early metrics indicate a strong engagement but low sales. This flexibility in objectives is not a sign of failure but a critical component of effective marketing strategy. Many companies are guilty of rigidly sticking to campaign objectives despite insights gathered from customer feedback and data analysis which indicate a change in strategy is required.
Contact us now at tentenseven to discuss your organisation’s marketing objectives and how they can – and should – change over time.
