MANAGING in the

NEW WORLD

Retail stores, factories and restaurants have long struggled with inventory. Either there is too much of it which means market assessment has not been right or less of it which hurts sales and customer servicing. Storage costs, theft and weather fluctuations are just some of the factors they need to battle against. Online content does not quite have the same problem yet but it needs to learn from retailers. One of the principles of digital marketing is that content must be delivered to the right person at the right time. Content being merely creative does not provide any end results. An example can be cited of a firm which managed to dislodge its entire blog history. This removed at one go more than hundred articles of creative merit, yet the blog wasn’t serving its purpose. Now the firm is doing much better with fewer clicks on blog but more meaningful content.

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