ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. Although the coronavirus crisis is not over yet, many marketers are already examining their consciences and analyzing what they have done wrong and how they have burdened their activity. To survive crises, as has been learned from the previous economic crises that have occurred in recent decades, it is very important to know how to see where things are coming from and, above all, to understand how to respond and implement those actions response.

You have to be able to give a quick and efficient response, which allows you to react before problems arise. But is that what has been done and the way in which companies have responded to the situation? Marketers are not so clear on this and some believe, in fact Malawi Email Lists that they have not been fast enough and that for that reason their response to the crisis has not been as good as it should have been. According to the latest Gartner study , which asked marketing leaders about their response to the crisis, 30% of marketers believe that the lack of agility and flexibility when acting in their company has had a direct impact on how they are responding to the crisis. It has had a negative impact on the measures they have taken during the crisis. And this occurs despite the fact that the situation forces us to make rapid changes and make decisions in the most dynamic way possible. Everything is changing very quickly and with very little room for maneuver, and it is also a situation with little or no precedent, which makes being able to act quickly even more important.

What marketers are doing The situation is complex and, for some marketers, the wind is against. This makes the answer more complicated, although how exactly are marketers responding? In general, and as one of the Gartner analysts explains, data has become a crucial element. “Marketing leaders turn to data and analytics teams to provide insights into current trends and uncertainties to avoid decision-making errors and set the tone for a step into the future,” explains Lizzy Foo Kune. The problem is that in the current situation “data and analytical teams are under pressure” to give results and answers, despite the complex situation.

Most commonly, marketers develop scenarios that they use as guides in planning steps. That is what 38% are doing. The next most common element of response is to stop the machine. 34% acknowledge that their response to the crisis was to stop or cancel the long-term projects they had underway. Added to them are those who have changed customer policies (11%, who have modified return or exchange services for products and the like), those who have promoted e-commerce (9%) and those who have created listening tools to understand the trends and sentiments that dominate among consumers (8%).

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