The pandemic: a real master's degree in marketing management with 5 hard lessons
Posted: Wed Dec 04, 2024 5:30 am
The pandemic: a real master's degree in marketing management with 5 hard lessonsThe situation generated by the pandemic in the world has turned many things upside down. We have seen how certain business models have disappeared and been replaced by new ones. The same thing has happened in the world of marketing.
Marketing managers have had to list of albania consumer email deal with a difficult situation in all cases. For some sectors it has been a tragedy while for others it has been a great opportunity.
In both cases, the negative or positive consequences could have been mitigated or taken advantage of depending on the situation in which the marketing department found itself.
You learn something from every life experience. The more intense the experience, the greater the learning. And this one has been really intense, which has meant a master's degree in marketing management from which we can extract five hard lessons:
Suddenly, marketing plans need to be changed
The marketing department must be digitalized
It is essential to use marketing automation tools
The uncertainty continues and we don't know until when
Changing is not an option, but a necessity
1. Suddenly, marketing plans need to be changed
This was the first of the lessons and the one that generated three basic reactions:
Companies that have opted to cancel everything as a solution to the uncertainty, or because they belong to a particularly hard-hit sector that makes them view the future with mistrust. They have decided that continuing to invest was throwing money away.
Companies that have redoubled their marketing efforts to take advantage of a turbulent market in which even digital marketing platforms reduced their prices and even (in the case of Google Ads) gave away money to their advertisers to help them overcome the crisis.
Companies that, regardless of how this situation may affect their sales, have been forced to stop everything due to a lack of the necessary resources to continue managing their marketing. These companies are the ones that will have to apply themselves to overcome the following lessons.
Apart from the business reaction, marketing departments that have continued to work have been forced to change their marketing plans to adapt them to the new situation. The most frequent case has been that of those companies that had planned to attend a trade fair, which they expected would have a certain impact on their target audience, and the trade fair was cancelled.
Some of these companies had already built the pieces for these fairs (stands, brochures, catalogues, signage...). And suddenly, they are of no use. But complaining is not an option. Many marketing departments have opted to use the remaining budget that has been freed up to invest in online actions.
But of course, only digital marketing teams have been able to do this.
2. The marketing department must be digitalized
When we published the article The digitalization of the B2B marketing department a few months ago, we could not have imagined a situation even remotely similar to the one we are experiencing. I invite you to read it. In the article we talked about the need to digitalize the marketing department to face the future.
Now is the time to face the present and, of course, an uncertain future in which you can guarantee that the marketing department will be operational to quickly deal with any change of direction that circumstances may impose. And to do so, apart from completing the process of digitalizing your department, you must have marketing automation tools.
Marketing managers have had to list of albania consumer email deal with a difficult situation in all cases. For some sectors it has been a tragedy while for others it has been a great opportunity.
In both cases, the negative or positive consequences could have been mitigated or taken advantage of depending on the situation in which the marketing department found itself.
You learn something from every life experience. The more intense the experience, the greater the learning. And this one has been really intense, which has meant a master's degree in marketing management from which we can extract five hard lessons:
Suddenly, marketing plans need to be changed
The marketing department must be digitalized
It is essential to use marketing automation tools
The uncertainty continues and we don't know until when
Changing is not an option, but a necessity
1. Suddenly, marketing plans need to be changed
This was the first of the lessons and the one that generated three basic reactions:
Companies that have opted to cancel everything as a solution to the uncertainty, or because they belong to a particularly hard-hit sector that makes them view the future with mistrust. They have decided that continuing to invest was throwing money away.
Companies that have redoubled their marketing efforts to take advantage of a turbulent market in which even digital marketing platforms reduced their prices and even (in the case of Google Ads) gave away money to their advertisers to help them overcome the crisis.
Companies that, regardless of how this situation may affect their sales, have been forced to stop everything due to a lack of the necessary resources to continue managing their marketing. These companies are the ones that will have to apply themselves to overcome the following lessons.
Apart from the business reaction, marketing departments that have continued to work have been forced to change their marketing plans to adapt them to the new situation. The most frequent case has been that of those companies that had planned to attend a trade fair, which they expected would have a certain impact on their target audience, and the trade fair was cancelled.
Some of these companies had already built the pieces for these fairs (stands, brochures, catalogues, signage...). And suddenly, they are of no use. But complaining is not an option. Many marketing departments have opted to use the remaining budget that has been freed up to invest in online actions.
But of course, only digital marketing teams have been able to do this.
2. The marketing department must be digitalized
When we published the article The digitalization of the B2B marketing department a few months ago, we could not have imagined a situation even remotely similar to the one we are experiencing. I invite you to read it. In the article we talked about the need to digitalize the marketing department to face the future.
Now is the time to face the present and, of course, an uncertain future in which you can guarantee that the marketing department will be operational to quickly deal with any change of direction that circumstances may impose. And to do so, apart from completing the process of digitalizing your department, you must have marketing automation tools.