Everybody is writing about the recession and how marketers should spend more money, innovate more or redefine their businesses.
In the last few years, no matter what advertisers did sales were increasing and profits were growing. No one realised, and I am not sure why, that the economy would decline and with that so would sales and profits.
Since everyone is writing about what to do in a recession, I thought now is the time for me to also write about it.
Marketers can do more with the data they have. Distilling this data into intelligence about their brand and those of their competitors becomes vitally important. Developing a model to obtain the gaps between the brand positioning and those of its main competitors could give rise to opportunities.
Been candid as to the brand’s message and ensuring the delivery of the product or service is aligned with this promise to the customer.
Gathering all the intelligence is ineffective until the gap between analysis and action is closed.
Too much data and analysis causes stagnation. When the planning phase comes into effect ensure it is aligns to the customer promise, positioning of the brand and begin implementing immediately.
As the more intelligence becomes available and the direction becomes apparent, new course of action must be established.
Currently marketers are under pressure to produce results from all the intelligence obtained. Closing the gap between the analysis and the action becomes imperative. This ensures the long term existence of the brand without spending enormous amounts of money.
In the last few years, no matter what advertisers did sales were increasing and profits were growing. No one realised, and I am not sure why, that the economy would decline and with that so would sales and profits.
Since everyone is writing about what to do in a recession, I thought now is the time for me to also write about it.
Marketers can do more with the data they have. Distilling this data into intelligence about their brand and those of their competitors becomes vitally important. Developing a model to obtain the gaps between the brand positioning and those of its main competitors could give rise to opportunities.
Been candid as to the brand’s message and ensuring the delivery of the product or service is aligned with this promise to the customer.
Gathering all the intelligence is ineffective until the gap between analysis and action is closed.
Too much data and analysis causes stagnation. When the planning phase comes into effect ensure it is aligns to the customer promise, positioning of the brand and begin implementing immediately.
As the more intelligence becomes available and the direction becomes apparent, new course of action must be established.
Currently marketers are under pressure to produce results from all the intelligence obtained. Closing the gap between the analysis and the action becomes imperative. This ensures the long term existence of the brand without spending enormous amounts of money.
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