5 Tips for Creating Successful Marketing Strategies

2. Think "set," not "path." Searching for that one clear path to purchase that your customers take from awareness to purchasing your product is unlikely to lead you to a pot of gold. Each consumer chooses their own path, some more complex than others. To make a difference, instead of trying to map out every path and optimize the details, use data to determine the right set of marketing activities to drive sales. For example, learning more about how your customers consume media can help you determine which marketing tactics generate awareness that leads to sales.