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{"id":2723,"date":"2020-06-11T13:24:42","date_gmt":"2020-06-11T12:24:42","guid":{"rendered":"https:\/\/new.bscnordic.com\/?p=2723"},"modified":"2020-10-22T12:47:46","modified_gmt":"2020-10-22T11:47:46","slug":"debat-overdreven-krisementalitet-vil-ramme-bundlinjen","status":"publish","type":"post","link":"https:\/\/bscnordic.com\/debat-overdreven-krisementalitet-vil-ramme-bundlinjen\/","title":{"rendered":"Debat: Overdreven krisementalitet vil ramme bundlinjen"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img src=\"https:\/\/i0.wp.com\/new.bscnordic.com\/wp-content\/uploads\/2020\/07\/Job_9061-1024x781.jpg?resize=1024%2C781&#038;ssl=1\" alt=\"\" class=\"wp-image-1225\" data-recalc-dims=\"1\" loading=\"lazy\" \/><\/figure><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-background has-luminous-vivid-amber-background-color has-luminous-vivid-amber-color\"\/>\n\n\n\n<p>Skrevet af: JAN NIELSKOV, MANAGING DIRECTOR, BUSINESS SCIENCE.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-background has-luminous-vivid-amber-background-color has-luminous-vivid-amber-color\"\/>\n\n\n\n<p class=\"has-medium-font-size\"><strong>KLUMME:<\/strong>&nbsp;I samarbejde med Dansk Annonc\u00f8rforening har vi hos GroupM netop gennemf\u00f8rt en stor unders\u00f8gelse (75 respondenter, red.) blandt danske marketingbeslutningstagere, som samlet repr\u00e6senterer over 1,6 milliarder kroner \u00e5rligt i marketinginvesteringer.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Unders\u00f8gelsen viser klart, at COVID19-krisen har v\u00e6ret et voldsomt \u201dshock to the system\u201d, hvilket ikke kommer som den store overraskelse.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Som direkte konsekvens af dette, ser annonc\u00f8rerne det som klart deres vigtigste \u2013 men ogs\u00e5 sv\u00e6reste udfordring \u2013 at skabe mersalg og ROI i den n\u00e6rmeste fremtid (<em>se nedenst\u00e5ende tabel<\/em>).&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-center\"><img src=\"https:\/\/i0.wp.com\/cdn.markedsforing.dk\/app\/uploads\/20200626112636\/graf.png?w=3840&#038;ssl=1\" style=\"width: 850px;\" alt=\"\" data-recalc-dims=\"1\" loading=\"lazy\"><\/p>\n\n\n\n<p class=\"has-medium-font-size\">I mit arbejde med salgsmodellering, har vi altid arbejdet fokuseret p\u00e5 netop denne udfordring, og der er nogle vigtige learnings i forhold til den nuv\u00e6rende situation, som jeg vil fors\u00f8ge at perspektivere yderligere i dette indl\u00e6g.<\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong>Dagligdagen er st\u00e6rkt p\u00e5 vej tilbage \u2013 men nedsk\u00e6ringerne er allerede planlagt<\/strong><\/p>\n\n\n\n<p class=\"has-medium-font-size\">En anden og lidt mere overraskende og bekymrende indsigt fra unders\u00f8gelsen er, at n\u00e6sten halvdelen af alle annonc\u00f8rer allerede nu forventer at sk\u00e6re i marketingbudgettet i andet halv\u00e5r.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Det er bekymrende, fordi der er mange tegn p\u00e5, at de \u00f8konomiske krisetegn er kraftigt aftagende, i hvert fald i Danmark (brancher med fortsatte direkte restriktioner selvf\u00f8lgelig undtaget), og at et for negativt syn p\u00e5 resten af \u00e5ret faktisk vil f\u00f8re til&nbsp;<em>mindre<\/em>&nbsp;profit.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">I maj m\u00e5ned l\u00e5 antallet af hushandler markant over samme m\u00e5ned sidste \u00e5r, antallet af korttransaktioner er tilbage p\u00e5 normalt niveau, mange detailhandlere har igen samme ugentlige salgsindeks, som f\u00f8r krisen indtr\u00e5dte (hvor onlinesalg bare fylder lidt mere). Samtidig har regeringen signaleret, at den er villig til, at pumpe ekstra midler ud i samfundet&nbsp;&nbsp;via frigivne opsparede feriepenge eller lignende snart.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Mit postulat er derfor, at rigtig mange virksomheder vil beg\u00e5 en stor fejltagelse, hvis de forbliver i \u201dkrisementaliteten\u201d for l\u00e6nge og fors\u00e6tter med at have omkostningsfokus, som deres styrende element. Endnu v\u00e6rre vil det g\u00e5, hvis man fors\u00f8ger at redde den negative bundlinje fra tre d\u00e5rlige m\u00e5neder ved at sk\u00e6re i alle typer udgifter resten af \u00e5ret \u2013 uagtet om disse er reelle omkostninger eller investeringer.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Marketing er en investering og ikke en omkostning<\/strong><\/p>\n\n\n\n<p class=\"has-medium-font-size\">Alt for mange beg\u00e5r stadig den fejl, at betragte marketingbudgettet, som en lidt farlig og un\u00f8dvendig udgift, der&nbsp;<em>m\u00e5ske&nbsp;<\/em>giver afkast p\u00e5 sigt. P\u00e5 direktionsgangene h\u00f8rer man ofte, at hvis \u00f8konomien er stram, kan man hurtigt kan sk\u00e6re i marketingbudgettet for s\u00e5 at se en positiv effekt p\u00e5 bundlinjen \u2013 med det samme. Men det vil jeg vove at p\u00e5st\u00e5, er en fejlagtig antagelse.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size\">I den enhed jeg sidder hos i GroupM, Business Science, har vi gennemf\u00f8rt over 1.000 salgsmodel-projekter for alle typer af annonc\u00f8rer, og ud fra dem, kan det bevises statistisk, at over tre fjerdedele af alle marketinginvesteringer bidrager positivt til den samlede profit i samme periode som investeringen foretages i. Marketingaktiviteter p\u00e5virker alts\u00e5 ikke kun toplinjen og er ikke kun effektive p\u00e5 lang sigt \u2013 tv\u00e6rtimod. Samtidig viser statistikken, at en rigtig stor del af annonc\u00f8rerne faktisk vil kunne \u00f8ge marketingbudgettet og drive endnu mere profit derigennem.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Investeringen kommer dobbelt igen med det samme<\/strong><\/p>\n\n\n\n<p class=\"has-medium-font-size\">Med andre ord vil det \u00f8konomisk set v\u00e6re det optimale, at betragte andet halv\u00e5r 2020, som en \u00f8konomisk case i sig selv, hvor marketinginvesteringen skal spille sin vigtige rolle i at maksimere profit. Hvis man tror p\u00e5, at markedet og eftersp\u00f8rgslen nu er tilbage ved \u201dnormalen\u201d (eller t\u00e6t p\u00e5), vil det p\u00e5virke 2020-\u00e5rets resultat direkte negativt at sk\u00e6re i marketingbudgettet i denne periode.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Hvis vi tager udgangspunkt i f\u00f8rn\u00e6vnte ROI-database baseret p\u00e5 over 1.000 cases, kan man som dansk annonc\u00f8r forvente en ROI p\u00e5 ca. 2,0 i gennemsnit p\u00e5 kort sigt. Det vil alts\u00e5 sige, at en given annonc\u00f8r som udgangspunkt vil kunne fordoble de investerede marketingkroner i efter\u00e5ret og forvandle disse til umiddelbart ekstra profit. Dette kan naturligvis nuanceres yderligere, hvis man som annonc\u00f8r har \u2013 eller f\u00e5r udviklet en salgsmodel p\u00e5 eget brand og marked.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Gunstige vilk\u00e5r i markedet lige nu<\/strong><\/p>\n\n\n\n<p class=\"has-medium-font-size\">En yderligere konsekvens af det dominerende negative verdensbillede i markedet lige nu er, at der er gode handler at g\u00f8re. Mange medier tilbyder nemlig attraktive prisniveauer resten af \u00e5ret.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">En lavere omkostning med samme niveau af mediatryk, vil hj\u00e6lpe til at drive det kortsigtede profit ROI-niveau endnu h\u00f8jere op for den enkelte annonc\u00f8r.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">En vigtig learning fra finanskrisen, var at de annonc\u00f8rer, som holdt fast i troen p\u00e5 marketing fik pengene \u201ddobbelt igen\u201d. Man fik mere mediaplads for pengene, og der var samtidig frit spil overfor kunderne, da konkurrenterne var stille. Det gav ekstra markedsandele med det samme og p\u00e5 l\u00e6ngere sigt<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Yderligere effekter p\u00e5 lang sigt \u2013 men profitten skabes allerede i 2020<\/strong><\/p>\n\n\n\n<p class=\"has-medium-font-size\">De seneste uger har der v\u00e6ret en r\u00e6kke indl\u00e6g, der omtaler de strukturelle og langsigtede farer, det kan have for brandet, n\u00e5r man sk\u00e6rer i marketinginvesteringerne.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Disse argumenter er ogs\u00e5 meget v\u00e6sentlige at have med i vurderingen, men det er vigtigt at understrege, at ovenst\u00e5ende ROI-perspektiv alene er baseret p\u00e5 det, som de fleste \u00f8konomichefer er interesserede i at h\u00f8re p\u00e5 i \u00f8jeblikket \u2013 nemlig effekterne p\u00e5 bundlinjen \u2013 nu og her. De langsigtede effekter kommer \u201don top\u201d.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Det g\u00e6lder alts\u00e5 om at komme op p\u00e5 hesten igen hurtigst muligt og t\u00e6nke positivt \u2013 n\u00f8jagtigt som vi gerne vil have, at forbrugerne skal g\u00f8re. Det vil i langt de fleste tilf\u00e6lde forbedre \u00e5rets resultat.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-background has-luminous-vivid-amber-background-color has-luminous-vivid-amber-color is-style-wide\"\/>\n\n\n\n<p class=\"has-text-align-left\">Share this blog post!<\/p>\n\n\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Skrevet af: JAN NIELSKOV, MANAGING DIRECTOR, BUSINESS SCIENCE. KLUMME:&nbsp;I samarbejde med Dansk Annonc\u00f8rforening har vi hos GroupM netop gennemf\u00f8rt en stor unders\u00f8gelse (75 respondenter, red.) blandt danske marketingbeslutningstagere, som samlet repr\u00e6senterer over 1,6 milliarder kroner \u00e5rligt i marketinginvesteringer. Unders\u00f8gelsen viser&hellip; <br \/> <a class=\"read-more\" href=\"https:\/\/bscnordic.com\/debat-overdreven-krisementalitet-vil-ramme-bundlinjen\/\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":3069,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_oct_exclude_from_cache":false,"spay_email":""},"categories":[34,8,4,29],"tags":[28,23,22],"featured_image_urls":{"full":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,false],"thumbnail":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"medium_large":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"large":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"1536x1536":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"2048x2048":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"post-thumbnail":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"mesmerize-full-hd":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true]},"post_excerpt_stackable":"<p>Skrevet af: JAN NIELSKOV, MANAGING DIRECTOR, BUSINESS SCIENCE. KLUMME:&nbsp;I samarbejde med Dansk Annonc\u00f8rforening har vi hos GroupM netop gennemf\u00f8rt en stor unders\u00f8gelse (75 respondenter, red.) blandt danske marketingbeslutningstagere, som samlet repr\u00e6senterer over 1,6 milliarder kroner \u00e5rligt i marketinginvesteringer. Unders\u00f8gelsen viser klart, at COVID19-krisen har v\u00e6ret et voldsomt \u201dshock to the system\u201d, hvilket ikke kommer som den store overraskelse. Som direkte konsekvens af dette, ser annonc\u00f8rerne det som klart deres vigtigste \u2013 men ogs\u00e5 sv\u00e6reste udfordring \u2013 at skabe mersalg og ROI i den n\u00e6rmeste fremtid (se nedenst\u00e5ende tabel).&nbsp; I mit arbejde med salgsmodellering, har vi altid arbejdet fokuseret p\u00e5 netop&hellip;<\/p>\n","category_list":"<a href=\"https:\/\/bscnordic.com\/category\/blog\/\" rel=\"category tag\">Blog<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/knowledge\/business\/\" rel=\"category tag\">Business<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/knowledge\/\" rel=\"category tag\">Knowledge<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/markedsforing-dk\/\" rel=\"category tag\">Markedsf\u00f8ring.dk<\/a>","author_info":{"name":"Trine Norris","url":"https:\/\/bscnordic.com\/author\/trine-norris\/"},"comments_num":"0 comments","featured_image_urls_v2":{"full":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,false],"thumbnail":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"medium_large":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"large":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"1536x1536":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"2048x2048":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"post-thumbnail":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true],"mesmerize-full-hd":["https:\/\/i0.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/JANfeature.png?fit=435%2C332&ssl=1",435,332,true]},"post_excerpt_stackable_v2":"<p>Skrevet af: JAN NIELSKOV, MANAGING DIRECTOR, BUSINESS SCIENCE. KLUMME:&nbsp;I samarbejde med Dansk Annonc\u00f8rforening har vi hos GroupM netop gennemf\u00f8rt en stor unders\u00f8gelse (75 respondenter, red.) blandt danske marketingbeslutningstagere, som samlet repr\u00e6senterer over 1,6 milliarder kroner \u00e5rligt i marketinginvesteringer. Unders\u00f8gelsen viser klart, at COVID19-krisen har v\u00e6ret et voldsomt \u201dshock to the system\u201d, hvilket ikke kommer som den store overraskelse. Som direkte konsekvens af dette, ser annonc\u00f8rerne det som klart deres vigtigste \u2013 men ogs\u00e5 sv\u00e6reste udfordring \u2013 at skabe mersalg og ROI i den n\u00e6rmeste fremtid (se nedenst\u00e5ende tabel).&nbsp; I mit arbejde med salgsmodellering, har vi altid arbejdet fokuseret p\u00e5 netop&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/bscnordic.com\/category\/blog\/\" rel=\"category tag\">Blog<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/knowledge\/business\/\" rel=\"category tag\">Business<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/knowledge\/\" rel=\"category tag\">Knowledge<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/markedsforing-dk\/\" rel=\"category tag\">Markedsf\u00f8ring.dk<\/a>","author_info_v2":{"name":"Trine Norris","url":"https:\/\/bscnordic.com\/author\/trine-norris\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Overdreven krisementalitet rammer bundlinjen - Business Science<\/title>\n<meta name=\"description\" content=\"Man h\u00f8rer ofte at hvis \u00f8konomien er stram s\u00e5 sk\u00e6rer man i marketingbudgettet for at se en positiv effekt p\u00e5 bundlinjen. 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