In the realm of marketing, recent conversations with leaders in professional services have underscored an undeniable truth amid these uncertain times: the landscape of work has transformed irreversibly in recent times. The abrupt shift towards widespread remote work, the rapid acceleration of digital transformation, and an amplified necessity for connection and motivation might initially present challenges. However, these dynamics could potentially yield positive, enduring outcomes as we collectively progress towards a more adaptive and sustainable work model.
What implications does this hold for marketing professionals? Is your marketing strategy aligned with these changes? Many marketing leaders are currently grappling with intricate market dynamics, team management, and crisis communications, making it difficult to look beyond the immediate concerns. Yet, it remains crucial to take a step back, assess the situation, and ensure your team is equipped to navigate this evolving landscape, safeguarding your operations for a new era of business practices.
This was highlighted by Misa von Tunzelman, who heads up Marketing and Communications at BNP Paribas Real Estate, who explained that: “…the world we are working in now seems very different from where we were a month ago and with the crisis evolving it can be hard to work out how to go forward. But when you take a step back, the fundamentals of our job as marketers remain the same; understand your customer and their needs and how you and your organisation can best serve them”.
As we chart a course for the present and future, let’s focus on three key priorities…
1. Review your strategy
Reflect on your communication strategies, upcoming events, and brand campaigns scheduled for the next six to twelve months. Do they still align with the current environment? Are you addressing the pressing concerns of your audience? Will your initiatives effectively cut through the noise and resonate once we emerge from these challenges?
2. Get your housekeeping in order
Are certain members of your team experiencing reduced workloads? What tasks have lingered at the bottom of your to-do list, demanding attention? Which proactive initiatives can be pursued by team members not caught up in daily reactive tasks? Imagine the gains in efficiency for tasks like web copy, case studies, target lists, and CRM updates without the usual office distractions…
3. Personal and professional development
Consider webinars, TED talks, online training programs, market research, and virtual networking opportunities. Share insights and opinions, fostering engagement within your social community.
And…three questions to ask yourself for later…
1. How human is your brand?
Whether your focus is Business to Business or Business to Consumer, the essence is always “Human to Human” marketing. The global crisis has further shifted perceptions and priorities, demanding a personal and humble approach over aggressive sales tactics. Today’s communication landscape revolves less around “share of voice” and more around your message. Is your approach collaborative, issue-driven, and solution-oriented rather than authoritative and top-down?
2. Do you have a digital-first approach?
Embracing a more agile work culture has fundamentally transformed how we approach the market. With a reduced emphasis on in-person events and interactions, creativity becomes paramount. Elevate your digital presence, leveraging innovative tactics to stand out. Convert webinars into exclusive virtual round table discussions, infuse social media posts with interactive elements like online polls, foster virtual networking, and send out virtual “goody bags” post-events to maintain engagement.
3. Are your team members business partners…or project managers?
Are your team members true business partners or mere project managers? Do stakeholder meetings often begin with lists of deliverables? Is your team equipped to ask the critical questions: “why,” “what for,” and “so what,” challenging norms when necessary? Enhance their skills to meet these demands. With tightened marketing budgets, the ability to rethink past strategies and propose innovative solutions for the present and future is vital.
tml Partners is an international executive marketing recruitment firm specialising in board level appointments across marketing, business development and corporate communications.
