Given that some level of cuts may be inevitable, no matter how persuasively we argue otherwise, how can a marketer make the most of a bad situation?My article is, of course, absolutely brilliant (well, okay, it's pretty good), but there's also a bunch of other good stuff: A couple of my Oracle colleagues, Ajay Koul and Colin Mccomb, wrote a good piece on forecast accuracy. Armen Najarian of DemandTec has "Lather, Rinse, Repeat: Why Yesterday's Promotions Won't Wash", and Wayne Spencer of Store Eyes discussed Shopper Marketing metrics and measurement.
Technology may now give us the means to make a smaller budget look bigger. The use of predictive modeling and trade promotion optimization tools give marketers an opportunity that didn’t exist even as recently as the last recession – they can now work with their partners to produce promotions that stretch budgets by producing as much or more consumer impact with less money.
Give it a read.