Generally, we talk about wanting to make everything in marketing scale. Once we have proven that a marketing strategy works, we want to crank it all the way up. Scalable marketing campaigns are designed to make use of scalable inputs, using reliable processes, to generate tons of value. Unscalable marketing is often looked down upon or purposely ignored. So why would we want to invest in unscalable marketing strategies? Can a business use unscalable marketing to generate profit? The answer lies in the simple fact that not everything we do in marketing can be scalable. The marketing activities that are unscalable present valuable opportunities for businesses.
