Sponsored feature

PROMOTIONAL FEATURES: The Road to Recovery Essays

We're on a road to recovery where marketers must keep on spending, writes Miles Templeman, director general of the Institute of Directors

INTRODUCTION TO ROAD TO RECOVERY

Miles Templeman, director-general, the Institute of Directors


Two years on from the start of the global financial meltdown seems a good time to look at the lessons for brand marketing. If there’s one comfort, it’s that the economic hurricane has not discriminated between the trees in its path – brands global, local and in-between have felt the pain.

If the past two years has taught UK plc anything, it’s that marketers need to look at the bigger economic picture and how it might influence demand for products. So he or she should be au fait with factors that can impact consumer behaviour, such as inflation and next year’s rise in VAT.

Watch out too for higher interest rates and rising unemployment. And what about exchange rates? These will be important to marketers, given that we’re  all being told that the UK must export its way out of this downturn. As we at the IoD have been telling businesses around the country, brands will have to explore markets such as China and Brazil. If they don’t, they risk sluggishly moving forward in Europe while brands from other countries attempt to penetrate their home base.

Look to export, but don’t go there if your product offering is weak. There are rare examples of marketing that has sold poor products well. What marketing can do is lift a good product to be a great seller, and a great product to be a huge success.

Marketers must be obsessed with customers and not internal issues – the job of the marketer and wider management is to keep looking externally and take opportunities, even in a depressed market.

So, maintain your spend. The upswing that follows downturns offers a great opportunity to market in an environment of less noise, when others cut back.

As these essays show, you can do more with less. It’s a huge challenge, but a chance to shine, too.


CONTENTS

The Client/agency view
JWT UK’s Guy Hayward on a blueprint for the truly integrated agency

Social v search   
The pros and cons of search versus social, by EHS 4D’s Craig Walmsley

Customer engagement   
TBCH‘s Steve Grout spotlights the brands that engage with consumers

Database marketing   
Where database marketing and social media meet, by Acxiom’s Steve Plimsoll

Loyalty    
Black Sun’s Richard Dixon reveals how brands can win loyalty cost-effectively using content as the lure

Direct mail   
Direct mail is winning fans in the online world, says OnePost’s Graham Cooper

CRM   
Sage’s David Beard on the value of CRM in the business-to-business world

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour