The definition of insanity is doing the same thing over and over again, but expecting different results.
Pretty famous quote by Albert Einstein
I'm wondering if it's always true though.
When I'm working out, I'm basically doing the same thing over and over again. Same exercise, same weight, the same number of reps. But over time, the outcome will change. As I get stronger, it will be easier for me to complete this set to the point where I can start doing more reps or move to a higher weight.
From a marketing perspective, it doesn't apply either. Marketers can run the same type of Facebook ad, again and again. They can use the same formula for email subject lines. They might rely on one template for their sales letters. And over time, they WILL see different results, inevitably.
Apparently, this is called the Law of Shitty Clickthroughs. What has worked in marketing a few years ago, won't work now. Like banner ads on websites. Anybody still click on those? Doubt it! The reason is that we are all attracted to novelty. When we see something over and over again, we zone out and ignore it. That's why marketing continuously needs to reinvent itself.
Sorry, Albert. You were wrong.