Unilever’s new boss will spend more on social media and influencers
Incoming CEO says brand messaging is viewed with growing suspicion by consumers and having others speak for your brand is ‘very important’.
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.
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.”
Study examines how X banter with competitors boosted a product launch
When a smaller fast-food brand launched a new meal, it’s bigger rivals began some banter – which benefitted the small brand most.
Boost your marketing career in 2025 with the AMC’s short courses
Confederation has fast-paced online Express Courses you can complete in a week, to in-depth studies taking up to 10 months.
Moroccan telecoms brand unveils Real Madrid player partnership
With an eye on the 2025 Africa Cup of Nations taking place in the North African country, Orange Maroc signs Real’s Brahim Diaz.
Concern in Mozambique as counterfeit alcoholic drinks flood the market
‘Networks of corruption’ and inadequate resources at regulatory authorities mean up to 80% of popular brands of drinks could be fake.
Ipi Thibedi appointed Group Managing Director of Ogilvy South Africa
She brings many years of experience in business consulting and advisory services, and was previously CEO of Weber Shandwick Africa.
Top marketers and supply chain professionals honoured at awards
South Africa’s IMM Institute recognises 2025’s top achievers at its annual Excellence Awards and Gala Dinner in Johannesburg.
Lay’s unveils star-studded lineup for new Champions League campaign
Four past and current soccer stars go on a ‘pub crawl’ in search of a bar showing the big game – and stocking Lay’s potato chips.
Diageo appoints Hina Nagarajan as President of its African operations
She has been serving on the drinks company’s Global Executive Committee and is a past Managing Director of Africa Emerging Markets.
How giving guests ‘a sense of ownership’ can benefit hotel industry
Study finds that guests who are empowered to customise their hotel rooms in small ways are more likely to become loyal customers.
Researchers study how celebrity endorsements may drive advocacy by fans
Celebrities and organisations with social-cause agendas could use the power of fanbases to successfully push their social goals.
