11 trends / effects of the economic crisis on Marketing & Communications in 2009

October 23, 2008 at 10:25 am | Posted in Control, Conversation, Customisation, Disruption, General, Innovation, Integration, Mass, Metrics, Segmentation, Strategic planning, Trends | 1 Comment

1. Fragmentation of mass audiences to continue

a. For people who have passed a disruption line, expectations have already permanently changed. These shifts in expectations (control, customization, conversation, connection) can not be undone.

b. Fragmentation process / access to disruptive devices will slow (restricted access to credit – especially for middle class)

c. The only things that variable that can be disrupted is the overall value proposition e.g price related, perceived value and other brand related attributes

2. Discretionary content expenditure under scrutiny

a. Need to buy / construct customer / consumer loyalty

b. Focus on subscription packages rather than a-la-carte (e.g. newsstand sales will suffer)

c. Free content to thrive

3. Less innovation

a. R&D to be reduced

b. Fewer software upgrades

c. Less interface development – focus on existing or standardized formats etc to drive efficiencies

4. Safe harbor

a. Clients will become risk averse

b. Increased need to understand the risk profile of decision stakeholders

c. Intelligence & Research will be reduced chasing short term results

d. Standardised / tried and true interfaces / formats

5. No major events

a. Fewer annual event sponsorship packages

b. Pressure on visibility properties

c. Focus on message segmentation (rather than content separation)

6. Increased need for alignment and integration

a. Lots of desperate tactical proposals (media vehicles & agencies in survival mode)

b. Essential to agree to what is of value (can be integrated, aligned with core idea)

7. Tactical flexibility

a. No major events – focus on tactical buys

b. Variable, highly sensitive demand driven market

8. Increased focus on accountability and efficiency

a. Need to align metrics with business goals / KPIs

b. Need to define success (impossible to measure results without predefined success parameters)

c. Reduction in the number of campaign content pieces (fewer better quality, planning content to be versatile across platforms)

9. Focus on loyalty

a. Consumers / customers, under pressure, will be more promiscuous and more likely to challenge premium priced / value added products and services

b. Concentration of sales strategies – 80/20 rule – consolidate heavy user business

c. Branding & relevant customer conversation becoming more important.

d. Get closer to customers to reduce tactical promotion driven churn

e. Increased power of trusted advocacy e.g. word-of-mouth (free, credible, easily found e.g. blogs)

10. Content costs

a. Increased global content distribution to leverage critical mass

b. Imported content costs increasing – favors local content producers

11. Tension between mass and segmented marketing (targeting and messaging)

a. Mass appears to be efficient (based on tactical execution metrics), but has a generalised message and significant impact wastage.

b. Segmented marketing has a better probability of message relevance and ROI (Strategic metrics)

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  1. […] ·         11 trends / effects of the economic crisis on Marketing & Communications in 2009 […]


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