Double down on best possible practices’ – how you can flip uncertainty into strategic readability

Vizon was once talking at The Drum’s Tech Talks, filmed are living at Possible, in dialog with Maggie Merklin, leader shopper officer at Analytic Partners, as they explored how manufacturers can stay their footing – and their focal point – in unpredictable occasions. Three issues was transparent: having data-driven agility, robust basics, and a plan.

For Kroger, that suggests staying laser-focused on fast-changing shopper behaviors. “We have to stay on top of customer motivations, understand their needs, and be in lockstep with evolving business goals,” Vizon explains. “That’s how we get our messaging, targeting, and measurement right.”

But excellent information isn’t sufficient – in line with Merklin, it’s what manufacturers do with it that counts. “We saw during the pandemic that you have to be able to react quickly – but also strategically,” she says. “It’s not just about chasing value messaging blindly, because, in the long term this can damage brand equity.”

The key? Balance. Brands that overcorrect towards momentary promos possibility eroding long-term emblem fairness. “If everyone’s shouting value, the only way to truly stand out is through your brand. You need the right measurement systems in place to track both short- and long-term outcomes,” says Vizon.

And when budgets are tight, partnership issues – particularly with finance. “Budgets are being highly scrutinized right now,” says Vizon. “We are all having to demonstrate the value return of our investments. And so don’t forget to make sure you’re keeping them close and socializing [that] here is the value that we are driving. You want to prove track those marketing investments as much as possible and not lose ground.”

Watch the complete dialog on The Drum TV to listen to extra on:

• How to stability emblem and function with out sacrificing both

• What dimension looks as if in 2025

• Why creativity nonetheless issues in data-led decision-making.