By Shannan Hearne, Summit Technologies Marketing Specialist
Resilient marketing is a strategy that helps businesses withstand and recover from economic downturns or other challenges by optimizing marketing spend, streamlining operations, utilizing technology, and leading with value to the consumer. It involves investing in data analytics to track the impact of marketing investments, evaluating the efficiency of marketing technology tools, finding more efficient ways to achieve marketing goals, increasing digital marketing efforts, and developing a first-party data strategy that anticipates customer needs and provides excellent customer service.
Summit Technologies wants to help you build a strong and resilient marketing strategy with Salesforce. Read on to learn how.
During times of uncertainty, it is important to understand how customer and buying behaviors have changed, and to revisit customer segments and personas to gain a deeper understanding of their needs and priorities. It is also crucial to be agile and responsive to market changes, and to maintain a strong focus on value and customer service. By implementing these strategies, businesses can emerge from economic downturns stronger than before and position themselves for long-term sustainability.
The classic response to a recession is to cut marketing spend, but this approach only provides short-term savings and can have a negative impact on a business. Instead, businesses should consider repositioning and focusing on a mix of tactics and longer term strategies that support immediate priorities and reinforce long-term success.
It is important to watch the bottom line, but cutting spending, halting new innovations, and dropping prices in response to economic uncertainty can harm a brand's integrity and its relationship with audiences. Resilient marketing seeks to understand which investments support immediate priorities and reinforce long-term success.
Marketing in uncertain times is not easy, but by building resilience into their marketing strategies, businesses can better prepare for economic storms and adapt to new conditions. This requires a mix of marketing leadership and vision, flexible technology systems and staffing, and an understanding of what has succeeded and failed in the past.
Salesforce can potentially help with resilient marketing in a number of economical ways. Some of the key ways in which Salesforce may be able to support resilient marketing efforts include:
Data analytics: Salesforce offers a range of analytics tools that can help businesses track the impact of marketing investments and make the most of their marketing budget.
Marketing automation: Salesforce's marketing automation capabilities can help businesses streamline marketing operations and find more efficient ways to achieve marketing goals, such as automating time-consuming tasks or scaling personalization efforts.
Customer relationship management (CRM): Salesforce's CRM platform can help businesses develop a first-party data strategy that anticipates customer needs and provides excellent customer service, leading with value to the consumer.
Digital marketing: Salesforce offers a range of digital marketing tools that can help businesses increase their visibility with prospects while requiring less cost, such as email marketing and social media marketing.
Overall, Salesforce's suite of tools and platforms can help businesses build resilient marketing strategies that are better able to withstand and recover from economic downturns or other challenges.