To say we have had a disruptive and disconcerting two years would be the understatement of the last decade. However, Omicron and variants aside, we are heading into a predicted period of significant growth, part pandemic recovery, part supply chain recovery and some latent demand, and the rest fueled by businesses who have taken a less than committed approach to growth and planning marketing strategies. With the level of uncertainty, caution is an understandable position.
With all of this aside, this doesn’t or shouldn’t restrict business opportunities, and many businesses today will be experiencing significant expansion and opportunity. My very next job after writing this article is planning for a marketing strategy meeting tomorrow, with a business owner that has innovated and experienced some phenomenal growth in the last few years. They need further help to make sure this is sustainable and doesn’t come to a grinding halt. They really don’t want to stop now or stagnate. The business has innovated, diversified their service offering and created that opportunity for themselves.
This is a very typical of unique periods in economic history where you see the emergence of new brands in just about every market sector. Very much the same as any other difficult economic periods, albeit they can be a little more predictable than the last few years.
Planning to succeed in a disruptive market
The process of building a marketing strategy, implementing it well and demonstrating the results should always prevail but it requires a common denominator whatever market conditions are thrown at us. That commonality is great planning. In a fluid, disruptive and ever-changing period that demonstrates excessive and highly regular fluctuations towards confidence and fear, the ability to research, plan and make decisions based on knowledge makes the balance much sturdier, and fluctuations less important. It is a process and methodology that is based on knowledge and vision, certainly not hopes and maybes. The right approach can build more rational thoughts and understanding into your marketing plans and start to appreciate exactly what your customers/clients want from you now, and what they will likely want in the future. It asks and answers business questions like…
What can I sell more of? Where/how can I expand my offering? How can I get every client spending more with me? How can I build greater loyalty and how can I increase the profitability in my business? Let me tell you, your clients/customers have those answers for you.
A lot of questions that you are referring to now I suspect!
So, how do you achieve a position of marketing nirvana and answer those questions?
Simple answer, invent the new Apple Computers. In all seriousness, there are very few companies/brands that achieve or have achieved this status. Apple are certainly worthy of that marketing nirvana award as are many brands we know and associate with today. In the world of SME’s that isn’t a quantifiable outcome. What is though, is the ability to demonstrate high growth, because you have done your due diligence well, planned your marketing strategically and you have answered those questions above.
So, what questions do you have now? Perhaps I can provide some answers…
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