Why is it so important to keep your marketing activity alive and well? Because if you don’t keep actively promoting your product, it rapidly disappears in the volume of activity by your competition.
Just ask HTC. From the darlings of the mobile phone world with the fastest growing market share until 2010. Since then, they’ve done it hard and market analysts expect them to run into difficulties this year. With Samsung pushing hard on all promotional fronts, HTC have slipped in the race for market share. This despite their phone offerings being almost identical to Samsung.
“Our competitors were too strong and very resourceful, pouring in lots of money into marketing. We haven’t done enough on the marketing front.” said Chief Executive Officer Peter Chou
You don’t get much clearer than that. Especially in the normal business double-speak of CEOs. Keep your marketing activity going, no matter how difficult it may seem to find the funds for it. Life in the business world without marketing is a whole lot worse.