the morning after

Great article from Davis Court for McKinsey today on marketing in the new recession.  The general thesis being that the current economic environment only makes new micro or customer-specific approaches all the more important. Not all consumer or business customers are affected or reacting the same and, while many of your competitors may take easy, traditional strategies, such as blanket budget cuts or sales overhead reductions, now is a great time to put daylight between you and them by seeing the pockets of profitability and more precisely targetting your sales and marketing investments.  A nuanced approach is called for - but then good operators will be doing this anyway.