The campaign is a fundamental component of modern marketing that brands rarely question. It informs the way we think, act, analyze, budget, and plan. But perhaps most importantly, it affects the way we treat our customers. But as Steven Dunston explains, marketers are still stuck in the 17th century when it comes to how they utilize campaigns, and its causing some troubles for organizations as consumer purchasing habits continue to evolve beyond them. Instead of treating the consumer population like the opponent, measuring only in the short-term and forcing an ancient agenda on customers, marketers need to think differently about the use of campaigns. If you’re feeling stuck in the olden days of marketing and fighting a fight you just can’t seem to win, here are some tactics to consider if you want to ‘get out of the trenches’.