eBOOK: Shifting legacy thinking
Find out how to future-proof your marketing strategy with The Point Group White Paper, 'Shifting Legacy Thinking in Marketing', which does a deep dive into the challenges marketers are dealing with.
There has been a fundamental shift in marketing strategy in the last couple of years due to the radical changes in consumer behaviour during and following on from the pandemic and the acceleration of digital technologies enabling ecommerce.
Marketers now find themselves in a “Zone of Uncertainty”, where change is necessary but legacy thinking impacts effectiveness. The Point Group White Paper, Shifting Legacy Thinking in Marketing by Group CEO Dermot Latimer and Strategy Director Carla Gontier, does a deep dive into the challenges marketers are dealing with, while advising how to future-proof your marketing strategy.
Point Group, through its expert business units and expertise in strategy, creative, shopper marketing, POSM, print optimisation and outsourcing; and their team of data science and analytics experts and various digital and bespoke technology products, has supported many businesses in their journeys to rethinking where they invest their marketing budgets.
As Latimer and Gontier write: “In recent years, we’ve encountered many clients who are keen to embrace new ways of working to transform the way they do business through marketing, but are hampered by traditional thinking within their organisations. Our aim is to highlight some of these issues, and forge a path forward to changing organisational mindsets, positioning marketing as a critical business function built on long-term and short-term thinking.”
The fact is, the world changed overnight and there will not be a return to the “normal” that was pre-Covid. It definitely isn’t business as usual, cautions the Point Group. And if your organisation has not changed direction and transformed to match the upheaval to business and brands, then your competitors will overtake you.
“The team identified that many clients want to embrace modern ways of working to transform how they do business through marketing but are often hampered by traditional thinking within their organisations. This paper addresses these challenges, advocating for a shift in mindset to prioritise marketing as a pivotal business function, balancing long-term and short-term strategies.
“One of the greatest challenges we have noted is that CMOs are simply not trusted when it comes to effecting business strategy. They are mandated to make short term gains, and not given the power to report back on marketing investment, but rather to seek out short term gains,” the authors emphasise.
eBOOK: Shifting Legacy Thinking in Marketing is available for free download in Retailing Africa’s Library.
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