Summary: How to Make Your Marketing Adaptive Marketing as a Key Truly Adaptive
The situation on the market is such that simply following trends, including marketing ones, may no longer be enough – companies need to be able to predict the situation 2-3 years in advance and take these hypotheses into account when building a promotion strategy, and sometimes even try to set the main directions of development in their niche themselves.
This is especially relevant in B2B.
Artem Elisov, Commercial Director of Kompleto , spoke about trends that will make marketing truly adaptive, flexibly respond to changes in the external environment and scale effectively, and also reminded that it is important to measure everything you want to manage.
Marketing trends changing the market
Adaptive marketing involves constantly vp safety email lists changing the strategies and tactics used in response to environmental challenges.
In their own way, similar challenges are a number of stable marketing trends that have formed in recent years and have radically what’s the best way to contact him? changed the relationships between brands and consumers, as well as between companies and suppliers, dealers, and distributors.
If you want to “play the long game”, develop successfully and scale, you cannot do without taking them into account.
In our opinion, the main ones are those that vietnam data reflect the following transitions.
Trend 1: From Make-and-Sell Marketing to Hear-and-Respond Marketing
Its key idea is that you need to focus first and foremost on the needs of your customers and offer solutions that are relevant to them.
In this case, it is important to understand:
- Do you really know the true needs of your customers and the reasons why they buy specific products/services?
- when you asked clients what they really want, why they work with you;
- What do competitors need to do to make a customer leave you?
It is important to hear the identified needs, concerns and risks and, based on them:
- correctly adjust the strategy of interaction with clients;
- offer them, for example, another existing product or improve the existing one;
- neutralize what weakens your position against your competitors.
Trend 2: From Asset Ownership to Brand Ownership
If previously it was important to own real estate (factories and warehouse space) and manage a large number of personnel, now the brand is valuable.
Moreover, the brand:
- companies;
- product;
- an ambassador representing the company in the media and offline space;
- top management/owner.
A trend is a reason to think about what your brand is, what meaning it contains, what values and emotional messages it conveys to the audience, what impressions it evokes in them.
Trend 3: From Mass Marketing to Consumer-Driven Marketing
Many B2B companies still segment their customer base by industry, revenue, number of employees, decision maker position, and similar factors.
But rarely does anyone pay attention to the needs of the audience, and they are a reflection of what people want to get from cooperation with your company.
