Changing Sentiments Finally eliminating technical debt in your Different demographics are displaying different marketing and tracking tools and building the attitudes to resuming their spending patterns. infrastructure your team needs to scale again is Understanding how to engage different the best way to rebound; reviewing your toolset audiences through digital tools and tailoring and renegotiating with providers is the first communications strategies will be key to step. success. These sentiments are likely to change in ways that are impossible to forecast, and so At BCGDV, we build businesses with scalability deploying tools to monitor behavior and alter as a core consideration. We know how crucial messaging to fit is vital. effective MarTech tools and digital capabilities are for a successful go-to-market. A volatile and traumatic environment requires marketers to protect their brand and adapt messaging with speed. With new audiences, uncertainty, and changeable economic "Product decisions and conditions, in-depth analysis, powered by insights brought about automation where possible, is the key to maintaining creativity without being left behind. by the crisis also need to Invest into Technology be understood through the Before the crisis, CMOs were already allocating lens of comprehensive more to MarTech than in previous years, data analysis." although 2019 saw a slight dip from the highs of 2018. To deal with the shift to digital and the volatile consumer and buyer landscape, you should consider a higher percentage allocation of budget from now onwards. GRAPH 3 CMO budget allocations across Focus should be placed squarely on efficiency major resources and scalability, with MarTech and other digital solutions driving your team to do more and boost performance in the short term while 2017 2018 2019 leaving room for expansion in the longer term. The move towards remote work has led to a heightened appreciation of the importance of 30% tools for teaming, and the introduction of a technology-focused approach to marketing is compatible with this shift; now is the time to invest and move towards all-in-one solutions and away from siloed, legacy tools. 20% With rapidly changing sentiment and new audiences, it’s also the time to commit to making your team fully data literate, leveraging data to fully understand where to invest, where to be more conservative, and where to allocate budget. Product decisions and insights brought about by the crisis also need to be understood through the lens of comprehensive data analysis. Martech Paid Agencies Labor Media