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Digital Marketing

Marketing strategies to effectively manage uncertainty

The Covid-19 period destabilized companies. They had to plan for the next few years while being uncertain. Plans that visualize the next ten years have been replaced by short-term visualizations.

So, KODDRoom offers you some tips to integrate agility in your marketing strategies through the uncertainty map.

Create a strategic plan based on uncertainty 

An uncertainty-based plan is a visual representation of your upcoming projects, organized according to the external causes and internal capabilities needed to implement your projects. This will give you an overview of risky projects, allowing you to invest more wisely. 

Evaluate your projects based on the external environment and your internal capabilities 

Identify the variables in each category that will make your project successful. This will allow you to be more organized and know what seems smart to do. External environment criteria are the external elements that you do not control, such as market trends. Internal capability success criteria are the things you have that will enable your projects to be implemented, such as technology or talent within your company. 

Create a map that will assess the feasibility of your projects 

Once you have selected the essential criteria of the external environment and the success criteria of the internal capabilities, you can create a map. This map will be composed of a scale. Depending on the placement of a project on the map, it will be more or less feasible and likely to be implemented. Conversely, a low certainty score means that there is a high risk that the project will not succeed.

Discuss it with your marketing team

To create this map, it is essential to form a team to define the variables and your criteria for success. You will be able to discuss the data you have and score each of the opportunities based on these criteria. With the help of the graphic map, you will finally know which projects to implement and which to avoid. Remember to revisit the map regularly as you re-evaluate your projects and opportunities.

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