Maddie Martinez

I stumbled across this article earlier this month. Two professors in Denmark who actively research marketing strategies and B2B digitization strategies in times of change have presented an alternative to Mintzbergs 5Ps.

Instead of plan, ply, pattern, position, and perspective, Pedersen and Ritter present a framework for bouncing back from the crisis of COVID-19.

We are all now well aware, in the midst of this global pandemic, the challenges confronting businesses.

the collapse of consumer demand, regulatory modifications, supply chain interruptions, surging unemployment, economic recession, and increased economic uncertainty;

But while some businesses are managing and others are failing - some are readying their reigns for the impending "Re-Opening". Company's must be plotting their futures accordingly.

What businesses are prepared for the Post-Pandemic Era?

Before I share the worksheet proposed by the authors I want two things to be considered in tandem.

To preface their posed questions think about:

1) While the Pandemic is seemingly coming slowly to an end - uncertainty is still looming. Consider the unprecedented impacts this coronavirus had on a global scale. There still has to be consideration for these uncertainties going forward.

2) Customer relationships were impacted during the pandemic. Companies must consider how their actions (store hours, rising prices, supply shortages) have effected their customer relationships. How will your business amend these relationships going forward?

Now, here is the worksheet the authors so kindly made for us:

They pose these questions to clarify market strategies for the future:

1. What position can you attain during and after the pandemic?

2. What is your plane for bouncing back?

3. How will your culture and identity change?

4. What new projects do you need to launch, run, and coordinate?

5. How prepared are you to execute your plans and projects?

NOTE:

With everyones stuck inside - the focus on reaching consumers through a digital interface is crucial success for business around the globe.

While majority of business understand the importance of mobile/digital channels in driving their marketing strategies - how many of them are really using these channels effectively?

Just as majority of companies use more than one Marketing Strategy simultaneously companies must also be invested in using multi-channel digital techniques to reach consumers.

Most importantly, though, companies are struggling with Demonstrating The Value of their Work or Product through online channels.

This article outlines a framework (They call it RACE planning) that "splits up the customer's digital experience" and details tactics crucial to success.

If you're looking to expand your businesses horizons on the digital front - invest more time in optimizing your marketing strategies.

This report demonstrates how under 50% of companies have clearly defined digital marketing strategies. Even less have "fully optimized" their strategies.

In what ways can companies become more efficient and successful in their digital marketing strategies?

Answer some of these questions:

Does your company have a clear strategic goal for what they want to achieve through digital marketing?

What are your competitors doing? How much of their resources are they pouring into defined online strategies?

Influencers have an impact of every element of the marketing mix.

If your company is looking to start recruiting influencers to speak on behalf of your brand:

Make sure the influencer "Makes Sense For Your Brand". This is a long-term commitment and for some companies an influencer may not make the most sense.

Ask "does this influencer/content creator align" with your brand.

Can this influencer carry the campaign message amidst social noise?