3% of UK Marketers Say Marketing Can Protect Business from Change
That’s because it can’t. Our opinion. What it can do is keep a brand front of mind, helping retain loyal consumers.
When 71% of UK marketers say investment in marketing offers less than a 20% contribution to protecting the business against market changes you know there’s a problem.
“Immunity doesn’t just happen – it takes time,” says Walmsley. “For marketers, it involves planning ahead and getting the whole company aligned, so everyone, irrespective of their business division, understands what you’re doing. Establishing this universal understanding and support makes it a lot easier to secure the investment needed to protect your brand against the impact of competitors’ innovations.”
“Marketers should be ranking their contribution to immunity a great deal higher than 21% for marketing and 16% for brand,” says Ward. And it is true that lack of personal belief in the power of marketing and brand to leverage a company’s position inevitably leads to a lack of wider company belief in the sector’s ability to contribute to brand immunity. Perhaps a middle ground, where brand and marketing professionals adopt, and adapt to, shifts in tech innovation and product development, would lead to a more optimistic and integrated workplace. Read more here, from Transform.