Publications abstract

July 2008: Marketing success in a slowdown

It has been well reported that the economy is experiencing a slowdown. This is a time when we experience marketing budget cuts and resource constraints as many companies duck for cover and hope to emerge unscathed when the economy picks up.

In this paper, based on research undertaken by Experian’s Business Strategies team, Marie Myles, Director of Marketing Consulting, urges companies not to take this approach. In these conditions, strategic marketing activities are well positioned to deliver value to the business. This can be achieved through customer insight, forensic marketing capabilities and clinical execution.

The research shows that although consumers are, for the first time since the year 2000, more pessimistic about the current and future state of the UK economy than they are optimistic, this is not reflected in their view of their own prospects.

Now is the time to put together a compelling business case that ensures, for once, that marketing budgets are not slashed and marketers can guide businesses through these tough economic times and out the other side in a stronger and more confident position. Our twelve pointers provide advice for shifting perceptions of marketing as a cost centre to marketing as an essential revenue generator.

The recommendations in this guide are designed to help marketers achieve exactly this.

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