Marketing’s new normal with David Prusinski

Summary

Marketing strategy shifted dramatically in scope and urgency, as brands re-evaluated where to invest amid changing customer behaviour and economic uncertainty. Fleet Complete's chief marketing officer shares insights on what it takes to find opportunity within a period of disruption rather than simply managing through it.

Businesses can identify and pursue markets that were not previously commercially viable, as shifting economic conditions open doors that a more stable environment would have kept closed to smaller or newer entrants. Long-term customer nurturing cycles also make the case for priority over short-term conversion, with building genuine online relationships becoming central to sustaining engagement when in-person interaction is limited or unavailable.

Content strategy features prominently, with attention to how brands can create material that customers actively want to engage with rather than material designed purely to capture fleeting attention. Precision in targeting and messaging rounds out the picture, examining what it takes to reach specific customer segments with tailored communication rather than broad, generic campaigns that dilute a marketing budget across an undifferentiated audience.

• How marketing budgets shift when previously unviable markets suddenly become accessible
• The distinction between micro-targeting and traditional broad-based campaign approaches

What does it take for a marketing function to find genuine opportunity inside a period of disruption rather than simply surviving it?