A New Marketing Playbook
With the recession hitting just about every market, marketers are feeling the pressure to gain customers while saving money. I recently came across a very interesting article on BNET describing a possible new playbook for marketing in the current economic climate.
In previous downturns, many marketers doubled down on large, historically profitable customers, geographies, and market segments. Today, this approach may prove ineffective because the world’s economic woes are affecting customers and markets in unexpected and extremely specific ways. Marketers should therefore toss out those historical expectations and focus on the emerging pockets of customer profitability.