Nigel Hollis of Millward Brown, has published a new white paper in their Marketing During a Recession
series. This, the third part, looks at "Planning for Recovery' and details five things marketers should be thinking about at this time.
September 2009 Archives
Download Effective Marketing Strategies for a Recession white paper
Download Effective Marketing Strategies for a Recession white paper
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A survey of 400 companies, many in the FTSE 350 and S&P 500, provides the basis for a new report on the impact of the recession and how marketing teams are responding around the world. Two-thirds of respondents have seen their organisations reduce their marketing budgets as a result of the recession whilst 29% are confident that marketing is playing an important role as a weapon to fight the economic downturn. Global business-to-business market research and intelligence consultancy B2B International reveals that in the current downturn the sales function of a business is displacing the role of marketing and that so-called 'savings' can actually slash profits....Read the full piece here |
If you're a 'half full' person, you might be forgiven for thinking more positively at the moment. Compared to 12 months ago, when the bottom seemed to fall out of the economy, there's some good news around:
- Big company M & A is back on
the corporate agenda with the news last week that Kraft has made a bid for Cadbury
- The National Institute for Economic and Social Research (NIESR) concluded recession is probably over in the UK, with the economy growing during the the third quarter, albeit at a rate of 0.3-0.4%.
- Manufacturing is growing at the strongest rate for 18 months
- Manpower suggested jobs market is also slowly recovering
Whilst this positive view is fiercely contested by many - including Harry Dent in his book: 'The Great Depression Ahead' - after 12 months of cost cutting and resource focus,
the time has come to for marketers to extend that competence of good
cost management and focus seriously on return on marketing investment.
I was
asked last week where i would invest an additional sum of marketing
money - something i haven't been asked for a while, but a question that every marketer needs to know how to answer. The answer today should be very different to 12 months ago and offers marketers a real opportunity to convince finance and sales colleagues that marketing is a serious driver of profitable revenues...an investment, rather than a cost!
I gave an interview to Marketing Sherpa who wrote up the results of the pilot lead generation campaigns we ran using Marketing Automation software. I've pasted the summary below and you can read the full article here.
'SUMMARY: Investing in marketing automation software is a tough decision if you aren't sure how it will benefit your company and affect your team's marketing processes.
See how a marketing team in the UK used a series of pilot campaigns to gauge whether a marketing automation package was right for them. The process of setting up automated email series and multiple landing pages opened their eyes to a more efficient marketing strategy. And the results got executive buy-in for a purchase.'
'SUMMARY: Investing in marketing automation software is a tough decision if you aren't sure how it will benefit your company and affect your team's marketing processes.
See how a marketing team in the UK used a series of pilot campaigns to gauge whether a marketing automation package was right for them. The process of setting up automated email series and multiple landing pages opened their eyes to a more efficient marketing strategy. And the results got executive buy-in for a purchase.'
