Page 2 - Unlock Revenue and Retain Customers with Precision Marketing

Introduction Marketers’ top pain points in 2022

1 Rising ad costs are squeezing budgets.

Traditional microeconomic theory puts price at the center of consumer
decision-making. However, a new understanding of consumer choice 2 Ad spend and mass emails aren’t
has emerged from behavioral economics that shows that the price/ delivering on ROI.
utility model is wildly simplistic. Empirical research in this area has
demonstrated that relative value, as opposed to absolute cost, plays a
dominant role in consumer choice and has significant implications for 3 IOS 15.6 is impairing channels and
business strategies. Professional marketers have known this for years visibility into customer journeys.
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and focus on how to deliver the value customers are looking for while
DRIVING REVENUE DURING A RECESSION | 2
building all-important brand loyalty.
4 Post-COVID-19 consumer demand and
However, besides a host of other problems, the COVID-19 pandemic channel preferences are fast-moving targets.
presented unprecedented challenges in this arena, forcing many
marketers to rethink their campaign strategies and tactics and
essentially do more with a lot less. 5 Supply chain disruptions are challenging
go-to-market strategies.
COVID-19 meant the switch to online everything, said Michael Osborne,
president of Wunderkind, a performance-marketing engine that
allows brands to use first-party data to scale one-to-one messages, “Loyalty is ultimately a
and marketers had to respond with lightning speed … and they didn’t
always get it right. “Now with the return to in-store, marketers are by-product of a
again confronted with unique challenges around balancing the shift in successful performance
consumer demand and the availability of products.” At the same time, he marketing strategy.”
added, new direct-to-consumer brands have emerged to compete with
legacy brands, disrupting go-to-market models and the type of activity MICHAEL OSBORNE
that consumers want to engage with. President, Wunderkind