Recession Marketing -
Best Practices for Today’s Economic Climate
According to Aberdeen Group’s recent white paper on Recessionary Marketing, Best-in-Class companies have continued to improve their year over year Return on Marketing Investment. This is particularly meaningful in the area of precision marketing effectiveness – defined as sending the right message to the right person at the right time, where top performers outperform average performers by more than 400%.
There are many ways to achieve marketing performance improvement depending on your priorities and specific economic challenges. Allant recommends that clients explore these multiple performance improvement opportunities through both a review of Aberdeen’s research report and examples of how other companies achieve performance gains in specific areas.
Aberdeen Recessionary Marketing Report
Feel free to download Jeff Zabin’s “Recessionary Marketing: How Best-In-Class Companies are Weathering the Storm.” This report examines the behavior of over 250 companies and provides benchmark performance statistics for multiple characteristics of top performing companies in comparison to average and below average performers.
Additionally, review any of the following marketing performance priorities discussed in the report from the perspective of “best in class” approaches and example performance gains achieved by Allant clients.
Marketing Strategy Priorities
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Click to download the report
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Marketing Organizational Priorities
From an organizational capability perspective, how can you realize performance gains? Allant takes a performance driven approach to all that we do in helping clients identify and prioritize capability improvements and tactics that yield measureable return on investment.
It is broadly accepted that successful multi-channel marketing requires a blend of technology, analytic and marketing skills combined with highly reliable operational support. As a result, we recommend that making marketing capability improvements begins with a Strategy, Analytic and Technology (SAT) Assessment.
Understanding your current and future state realities and potential is the foundation for defining and mapping organizational and process improvements. Allant utilizes a strategically driven process to inventory the current state of your marketing capabilities and provides insight into the gaps between strategy, marketing, financial, analytic reporting, and measurement capabilities.
Link to any of the following marketing organization capability areas to see how Allant can help you make improvements to your business:
- Strategy: How to implement best processes to ensure accurate tracking and measurement of market results, and how to leverage those results to enhance marketing effectiveness of other programs.
- Analytics: Application of models and analytics into a multi-channel marketing environment enables marketers to understand the best channel(s) to contact a customer through, and how best to optimize each customer touchpoint, thus maximizing ROI.
- Technology: The efficient application of technology enables marketers to understand and evaluate complex relationships between a marketer and their customers, create insightful segments, and then to execute highly relevant marketing programs to those segments.
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