In this week's podcast episode, we talk about. How Do You Return From 'Crisis' Marketing? 

The economy has not yet recovered from the global economic crisis. Businesses are forced to alter their marketing strategies and communications plans, hoping to survive in a marketplace where they are unsure how best to position themselves: how do we position ourselves in this post-global economic crisis?

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In this episode, we explore how firms view their competitors and how this process contributes to their success. We study an insightful paper from Sruthi Thatchenkery at the School of Management at University College London and Riitta Katila from the Department of Management Science and Engineering at Stanford University.

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As a report by McKinsey explores the 10 rules of value-creating business growth, based on empirical evidence since the 2008 global financial crisis, we reflect on their findings for achieving business growth in challenging economic climates.

In this podcast, we talk about:

1. The challenge of business growth

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When going into a new market or launching a new product or service, it's always important to consider alternative future possibilities. It is surprising how few firms do so when assessing potential market share. In addition to considering the Total Addressable Market, businesses should also consider their Serviceable Addressable Market and their Serviceable Obtainable Market when planning their business development strategy.

In this podcast, we talk about understanding your market share, and the importance of market share analysis to grow your business.

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In this week's podcast, we talk about why small businesses need a marketing department.

The questions you need to ask yourself in today's world are:

• What marketing functions need to be within the organisation?

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Multichannel marketing research from Mckinsey, surveying 3,500 decision-makers in 12 markets, has shown that "what customers want from omnichannel is "more" - more channels, more convenience, and a more personalised experience. And if they don't get what they're looking for, they'll take their business elsewhere."

In this podcast, we talk about how omnichannel marketing is the future of business success. We cover the following points:

• What does 'omnichannel' mean to modern B2B customers?

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For many businesses, finance is the primary focus, dominating decision-making and business development processes. However, while finance is important in itself, it isn't a driver for business growth and success. For business growth, you need customers - returning ones, recommended ones and ones who will recommend you. That's why savvy businesses are placing their emphasis on customer centricity and customer experience.

In this podcast, we look at the hallmarks of truly customer-centric businesses, the business benefits customer-centricity brings, and how to set out on a path to better understanding and improving the customer experience at your firm.

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A new report finds that business growth isn't a matter of luck - it's a proactive choice. So, what choices do you need to make to grow your business, and how could you inadvertently choose not to grow?

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In this week's podcast, we talk about, "Tactical Marketing vs Strategic Marketing: What's the Difference?"

We all have marketing ideas for making our businesses profitable. But do we know how to implement the right marketing tactics, or is that the first thing that comes to mind when we're asked to market a business? Is it strategic marketing or tactical marketing?

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In this week's podcast, we look at the role of a marketing consultant or marketing consultancy and explore how they can help to make your marketing department more dynamic.

The marketing world is changing rapidly, particularly over the last two years, as your customers' behaviours and needs are changing more quickly than ever, which can be difficult for a marketing department to keep up with. The need to be agile and dynamic enough to adapt, keep up with the latest trends, and keep marketing teams engaged and motivated is critical for any business, while remaining true to its brand values and core business objectives is more important than ever.

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