Sadly, we are hearing of more and more well-known traditional brands shutting their doors. There are plenty of thoughts and reasons as to why this is happening, but in several cases, it’s merely that the brand isn’t staying connected to its target.
Under the constant threat of going under themselves, current brands have to re-evaluate their missions and finding commonality with today’s shoppers. In a number of cases, this means embracing marketing technology, and in some cases, re-centering their core business around it.
If you have the foresight to look at your business from a different perspective and see how martech could take your long standing business into the next 50 years takes a commitment to the brand’s core qualities, those that made it a successful hit to begin with.