Marketing as an innovation toolInnovation is also considered a continuity strategy, given that we find ourselves in a stage of continuous economic, cultural and technological transformations. You don’t have to go too far into the past to realize how quickly our lives change. In just the last five years, we’ve witnessed the success of app-based transportation and delivery, and we’ve seen streaming platforms steal the spotlight from major film studios. We also observe the growth of e-commerce, digital services and changes in the communication of companies that are increasingly present on the internet.
is necessary but it is
Innovation is necessary, but it is not enough to simply fantuan data change for the sake of changing, we need to evolve in a coherent manner, in accordance with the transformations that are gradually being consolidated in the daily lives of organizations and consumers.Difficult times, however, inspire quick responses and, at times, remind professionals and managers of the need to maintain a pace of change. In this sense, Marketing does not just offer a “medicine” for companies to get out of a crisis, but an opportunity for them to come out better.
How to work Marketing in
How to work Marketing in times of crisis? As you already personalization tactics for cold calling leads know, there is no way to establish a universal Marketing conduct in times of crisis, as the scenarios and reality of each business are very different. The good news is that there are some concepts and guidelines that can be useful for different situations, as well as strategies that have helped many companies in recent years. Let’s look at some information that can help guide your actions during difficult times.
Check it out!What should be
Check it out!What should be the basic guidelines deb directory for Marketing in times of crisis?In , shortly after the financial crisis broke out in the United States in , professor John Quelch and researcher Katherine E. Jocz published an article in the Harvard Business Review on Marketing in periods of recession. Although the text was produced more than ten years ago, its guidance continues to be valuable, especially for answering the question that any manager or Marketing professional asks when diagnosing a crisis: what should I do now? Very succinctly, your actions must be based on pillars: simplify the portfolio of products or services; increase accessibility; reinforce confidence; position yourself for recovery.
As you can see these
As you can see, these pillars provide a Strategic Marketing structure, as they provide for actions with short, medium and long-term results. Let’s look at each of them in detail below.Simplify the portfolio of products or servicesIn this pillar we work with urgent measures to strengthen the business in the short term, taking due care so that these actions do not harm the health of the brand in the long term. Simplifying the portfolio is a way of reducing non-essential production, operation, sales and advertising costs, that is, pausing the sale of products that have not yet been consolidated in the market or are used as a research tool, for example.