When are the low-hanging fruits in marketing picked?

The possibilities in marketing are almost inexhaustible, so even the largest organisations do not have the resources to exploit them all

Ask consultants for advice and there are almost certainly plenty of "low-hanging fruit" within any specialist discipline.

It is tempting simply to sort by which efforts deliver the greatest possible value as quickly as possible.

But there is also a risk of ending up spending most of your time picking low-hanging fruit.

If you recognise that feeling, you may also recognise the challenge that it is often not you who consciously decides which fruit gets picked.

The decisions often come from others in the organisation, from external consultants or – at best – from your own gut feeling and interest.

I actually think low-hanging fruit is a perfectly good concept

And I think it makes sense to find them, prioritise the best ones, pick them – and then move on.

If the company needs quick results, you have to take that into account when you prioritise. But do not use the short-term gains as the only criterion for your prioritisation.

If that is not the case, I firmly believe you should start with the efforts that create the most value in the longer term, whether they hang low or not. Many people would envy you the chance to think long-term.

Here are a few ideas for what you can prioritise by – though the order depends on your specific situation:

✅ Efforts that bring you closer to your goal – so you make sure the small steps actually take you in the right direction.

✅ Efforts that make your boss happy – so you get more freedom to set your own priorities in future.

✅ Efforts that produce the best results – start with what creates both short-term and long-term value.

If you work with email marketing or loyalty programmes and want ideas for how to automate routine tasks and make working processes more efficient, I am always ready with advice and sparring, no strings attached.