There is also a trend where consumers adjust their budgets to be able to afford the usual brands, as they inspire more confidence and give them the feeling of higher quality / experience while they have spent more time at home since March 2020 (which would support brand commitment). That is, there is no clear trend that gives us the answer. Marketing managers are often challenged to achieve both goals. But to achieve this we need larger budgets and resources, and this collides again with the need to increase profitability after the losses or lower income caused by the confinement and its subsequent phases.
In the field of marketing, the bets on the recovery of many entrepreneurs translate into reactivating actions similar to those they did before March 2020 and others are beginning to invest. But I don't think they have a very clear strategy that allows them to join the economic B2B Email List recovery. They are simply "pumping gas", hoping that results will be produced. The marketing budget must be aligned with the strategy (and its objectives) In short, we need both things ( brand and sales), but most companies cannot afford the budgets necessary to achieve them. Then what do we do? More than ever we need: Define a strategy that allows us to achieve specific objectives .
For this we must start from a diagnosis that shows us the way forward. We need to find those points to reinforce so that the strategy allows us to strengthen them and help us achieve the objectives. Define a budget whose items are allocated to solve problems or achieve specific objectives . To do this, we have no choice but to calculate the budget item by item and based on data or estimates (need A = budget A). The most widespread practice is to calculate it based on the previous year's budget or define a percentage based on expected billings. In these, and many other cases, we separate the decision from the context and this causes expectations and reality to be misaligned.