How to Pivot Digital Marketing
Megan Fairchild is a New York City Ballet main dancer who can pivot exactly on the tip of her toe like a music box fairy. To the untrained eye, she appears to whirl gently about on a pinpoint, flourishing her arms and hands. A pivot turn, or pirouette as ballet masters call it, is a series of moves done so smoothly that they look like a single, beautiful action. Fairchild begins in fourth place, ensuring that she is balanced and steady. She does a plié, pushes off, spins in arabesque, and finishes delicately, as though a butterfly lands on a leaf. Digital marketing is similar to a pirouette. Those who do it right appear to pirouette easily, upsetting their market, Dethroning incumbents, and ascending to the position of principals in their profession. The Stages of a Digital Pivot The steps of a digital pivot are analogous to the steps of a pirouette. But, like the inexperienced dancer who rushes onto the stage, Eager to spin in her very ...