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MARKETING STRATEGY

Few marketing leaders follow contingency plans when disruption hits

By our News Team | 2023

Having a plan is a good first step, but following through on that plan when disruption occurs is what really matters.

Eighty-one percent of marketing leaders have established a contingency plan to respond to disruptions, according to a survey by international insights company Gartner. However, just 21% of respondents said they follow these plans, as marketers weather the storm of continued economic and geopolitical uncertainty.

The survey of nearly 400 marketing leaders conducted in November and December 2022 revealed that 44% of digital marketing leaders who enacted a contingency plan during an economic disruption event exceeded the company’s year-over-year profit growth.

Marketing Strategy

Photo credit: PxHere

“With ongoing economic and geopolitical disruption, contingency plans are more important than ever,” said Greg Carlucci, Senior Director Analyst in the Gartner Marketing practice. “Having a plan is a good first step, but following through on that plan when disruption occurs is what really matters.”

Nearly all respondents reported adjusting their marketing budgets in response to the current economic environment.

Increasing spending more likely to increase profit

Gartner says positive budget adjustments are an effective way to counter disruption: Respondents who increased spending relative to their contingency plan were nearly twice as likely to achieve year-over-year profit growth than those who decreased spending or did nothing.

In contrast, just 5% of respondents decreased their spend, reflecting marketing leaders’ increased appetite for budget to deliver against their organisational objectives.

The three most utilised digital channels for B2B marketing organisations executing their 2022 marketing strategy were email marketing, social advertising and SEO – highlighting the effectiveness of these channels during times of disruption.

Analysing the study results, marketing industry news website Marketing Dive commented: “Gartner’s findings suggest marketers are more willing to spend to achieve their organisational objectives during an economic downturn. However, many still hold back on enacting a contingency plan, which could undermine efforts to reach goals during a period of disruption, per the report. 

“Gartner’s survey is the latest indication that increasing budgets amid economic disruption may help to stave off negative effects. Last year, Analytic Partners found that 60% of brands that increased media investment during the last recession saw ROI improvements.”

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Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.