Your 5-step plan to a smooth marketing run

Preparing for uncertain times requires a different marketing approach. Here are five actions from SCS you can take now:

STEP 1 — REVIEW TECHNOLOGY INVESTMENTS

Now is the time to review the marketing technology tools and platform universe. Reduce technology tools where necessary and invest in platforms that drive first-party data insights and actionable consumer engagement.

STEP 2 — AUDIT THE CUSTOMER JOURNEY

In today’s supply chain-challenged landscape, adjust your technology, targeting and investments accordingly. With the rise of e-commerce, consumers have significantly changed how they purchase and where.

STEP 3 — INVEST IN (THE RIGHT) INNOVATION

Innovation is key—period. Now is the time to get the lay of the category landscape, determine brand health, execute consumer insights segmentation research and evaluate where brands stand and can win.

STEP 4 — FOSTER LOYALTY

Consider where technology, innovation, first-party data and owned platforms can provide new ways of driving loyalty. Then invest in loyalty-based marketing and digital platforms to encourage long-term loyalty and turn loyal customers into advocates.

STEP 5 — ACQUIRE A NEW POSITION

Seek share opportunities among your closest competitors to increase your position. Consider besting direct competitors through landing pages, paid search campaigns, content and influencer tactics alongside in-store POS and advertising via retail partners.

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