Disruption and change can often cause adversity. However, whilst adversity is destructive, it can also lead to positive changes for your marketing strategy. Remember February 2014? Tube strikes in London caused major disruption. But the disruption led to new ways of looking at the world, as millions of commuters were forced to come up with a new way of getting to work. As a result, 1 in 20 stuck with their new routes long after the strike ended.
So what?Changes in the environment impact individuals, businesses and ultimately (sometimes) the economy. However, the alternative marketing strategies that businesses, governments and organisations come up with to “minimise the threat” can have longer term positive effects.
What threats does disruption cause for marketing?Some major challenges that B2B businesses can face include:
- Changes in behaviour e.g. events being cancelled
- The need to adapt sales and marketing processes because of behavioural shifts
- The need to maintain lead/opportunity volumes despite these changes
- Having to be incredibly agile to address these challenges and reallocate marketing budget – when senior leadership wanted to know the new plan yesterday!