[CMO Not emo Guide Column] (2): In the low-speed era, use three "precision marketing moats" to expand at a super speed

The second issue of [CMO Not emo Guide Column] puts forward the risk of dilution of long-term brand investment at the moment when "expenditure costs outweigh benefits". But at this time, the real value that the CMO can play is to protect and increase marketing investment, so that the brand sales can break through the "guarantee" and make an increase. This is the meaning of the brand's speeding now.

As the general background given in our column: After experiencing the economic slowdown and the reduction of consumer wealth, front-line marketers have realized that it is no longer easy to obtain growth, the traffic dividend has peaked, and the benefits brought by new marketing methods have also been reduced. Not so good. Whether it is worth continuing to increase traffic to obtain traffic has become a question that brand managers need to seriously consider.

Economists believe that the current macroeconomic environment is a "Negative Jaws period" (that is, the cost of expenditure is greater than the benefit), which will continue...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands