For marketing to succeed in 2022, it can no longer be about the series of marketing strategies or a checklist of tasks to be accomplished to complete the marketing action plan. Success in marketing in 2022 will be linked to the ‘why’ of the business. The goal and objectives of marketing therefore must be closely aligned to the overall goals and objectives of the business.
If the goal of the business is to
expand its reach into global markets through export, marketing must look for
opportunities to engage with stakeholders in the selected global market
spaces. This may mean aligning the
business with complementary businesses in those locales or teasing the market
with interventions such as customer sensitization sessions and marketing
activities including Events and Public Relations.
It will also mean building community around the business and brand in the new market, working out the logistics of production, whether it will remain local or will production facilities be required in the new market. Packaging and distribution will also need to be addressed. The question of changing or adjusting the packaging may become necessary, and the number and extent of locations will determine the distribution logistics.
The popular misconception that marketing is an expensive, profit-depleting exercise must also be dismissed. Marketers hope that if nothing else, the pandemic era has propelled the importance of a good brand image and building lasting customer relationships to the fore.
Marketing cannot and should not
be an afterthought. It must remain strategic,
defined and targeted with specific outcomes in mind. At the end of the day, marketing must help
the business to accomplish its end goals.
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