Active Logo(Part 3 of 7 part series)

“C” is for Current

DAVNA’s A.C.T.I.V.E. Marketing concept highlights the six elements that make up an effective living-breathing branding campaign capable of maneuvering the economic roller coaster today’s entrepreneurs face in the consumer marketplace.

We covered Affordable campaigns in our last post. This post will focus on the Current component of DAVNA’s A.C.T.I.V.E. Marketing Concept. One of the worst approaches to marketing that any company can take is to maintain the “status quo.” This is one instance when the statement “If It Isn’t Broke…” does NOT mean to leave it be!

If there is one thing that companies coming out on the positive side of our most recent economic recession can attest to, it’s that the old way of doing business is no longer effective. The economic market has changed, and along with it consumer buying habits, communication avenues and available dollars.

cat-herdingIn order to maintain and grow market share it is imperative that your marketing and sales programs reflect an understanding of where your customers are, what they want, how they want to receive it and their price threshold for obtaining it. With a consumer market that is constantly evolving, retrofitting an effective marketing program suddenly feels like you are trying to herd a group of cats.

One resource that ties directly into the “current” side of the A.C.T.I.V.E. equation is the online digital platform. While access to digital marketing resources has continued to increase at an unprecedented rate, staying current with the newest and coolest is increasingly difficult. The key to managing this growing resource is to understand your client market. Rather than trying to keep up with all of the new gadgets, conduct a little proactive research. ASK YOUR CUSTOMERS!

It’s true that it seems like a new social network, a new app, a new technique; a new method comes out every single day catering to the marketing professional. The fact remains that you don’t need to chase after every single shiny thing. You need to focus on whom you are trying to reach and where they are. Then target your message to them.

Don’t get me wrong. This does not mean that you don’t keep up with the newest digital tools. It is always prudent to continuously remain aware of what is out in the marketplace that you could ultimately take advantage of.

Staying current can be time consuming. One suggestion would be to subscribe to several blogs that maintain a pulse on the changing digital marketplace. For that matter, this technique could be applied to any issue that would be of interest to you. By subscribing to these blogs the information is brought to you rather than you having to search for it. You can then take your down time to peruse the blogs when it is convenient. There are tools called Instapaper or Evernote that provides the opportunity to manage blogs and save them for reading at a later date.

The bottom line…remaining current with your marketing campaigns provide the benefit of not being caught with your pants down when and if the market takes a turn. It also ensures that you are continuously positioning yourself in front of your customers where they are when they need your product or service.

DAVNA Enterprises specializes in building strategic Marketing programs that are A.C.T.I.V.E. For more information or to receive a copy of a full report on building a campaign for your company email with the subject line “ACTIVE Marketing Campaign Report”. We will gladly send the reports out to you free of charge.

SurprisedDAVNA Enterprises, LLC is a Florida based firm specializing in the development and implementation of strategic operational, marketing and business development programs locally and internationally. Whether a new business starting out or an existing firm seeking increased market exposure, rebranding or repositioning, DAVNA brings more than 35 years of experience and the expertise needed to successfully develop and execute strategies designed to achieve your ultimate goals. For more information visit or email

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