The brands that have been able to adapt to changing market conditions and master new directions are winning. A brief historical excursion: Philips today is a leading manufacturer of medical equipment, intelligent software for healthcare and solutions for a healthy lifestyle. But the company started at the end of the 19th century with the production of incandescent lamps, by the middle of the 20th century it was already creating equipment for recording and playing sound, color TVs. Another 20 years later it became one of the world leaders in the production of electronics, lighting and medical equipment and a leading supplier of components for other types of industry. The company has constantly transformed under the influence of the market and the economy.
Rebuilding a Business — the Philips Case
“Clear answers and clear special database solutions are over. In any case, we need to test hypotheses and move on. First, decide what needs to be done to preserve the business as much as possible. And not just “sit down, cut all the budgets and set a bunch of tasks for each other.” This is about seeing where the business is going, what the goal is. And then answer the questions – how can we turn our business around in this situation and what will be our behavior model?”
We at the agency “Precisely”
are currently rebuilding marketing for all our clients. We distribute marketing resources into two areas. The first is advertising channels that can replace sagging traffic (Yandex, MyTarget, etc.). The second is those solutions that always bring clients and are more protected from external factors. These include content creation, building a network of ambassadors, a network of sales agents, loyalty and referral programs, and building a database in blogs and social networks.
Using the example of several dozen of our projects, we see how trends in marketing are changing and what algorithm to start working on right now.
Shifting the focus
It is obvious that today companies need different marketing expertise. And marketers need to learn to quickly adapt to new business challenges. Before the crisis, the emphasis was on fast performance tools, content marketing and PR were treated as additional tools, and all attention was focused on the effectiveness of the funnel that advertising provides.
But at the moment it is much more valuable to be interesting and understandable to your audience, to speak the same language with them in all communication channels. This expertise is becoming more important than the ability to quickly and accurately launch advertising.
At the same time,
It is too early to completely abandon advertising, it remains a significant promotion tool. The remaining sites have a huge market, which they will try to occupy.
To move to content as a marketing, PR and sales tool, to use it correctly in advertising, social networks, integrations with opinion leaders and to fill the incoming deficit, a team of marketers must be able to solve certain problems.
