Some marketing leaders are developing preventive (versus contingent) strategies to thrive in today’s rugged and rapidly-changing competitive landscape. Many will barely survive and compete on price; others will invent new approaches to reach customers, build loyal brands, and deliver seamless customer experiences.
Now is the time to explore, identify, and implement proactive marketing strategies. Waiting another 1-2 months may be too late. These are some strategic questions to ask during your next marketing planning meeting:
- What are the biggest threats and pressures we face in today’s volatile political climate and economy?
- What are the biggest causes of eroding customer trust? (healthcare , financial services, and automobile manufacturing companies may want to pay particular attention to this question).
- What can we do to earn (or regain) trust in our communities?
- Who are the unforeseen competitors in our field? Ask the major players in residential mortgage and digital advertising whether they ever imagined that their newest competitor would be Amazon. Today, Amazon is incubating a digital marketing organization under The Washington Post umbrella called Arc Publishing.
- What can we do to become “go to” source in our niche?
- How do we thrive in spite of today’s regulatory constraints?
- How will our values guide all marketing content and programs? Who are our cultural ambassadors?
- Where can customer community building help us create breakthrough offerings (both online and offline)?
- What marketing and customer strategies can we apply from trailblazers such as Zappos, Nordstrom, Chewy.com, and Atlanta United Soccer?
- How do we organize our company, based on answers to 1-9?
One of my healthcare clients is asking these tough questions now, and gaining some excellent (yet sobering) insights. Be sure to consider them before your company needs life support.
Copyright 2018, Lisa Nirell. All rights reserved.