{"id":9131,"date":"2025-09-09T01:15:49","date_gmt":"2025-09-09T05:15:49","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/09\/09\/short-term-surge-long-term-edge-how-to-adapt-your-positioning-in-response-to-changing-market-trends\/"},"modified":"2025-09-10T07:15:39","modified_gmt":"2025-09-10T11:15:39","slug":"short-term-surge-long-term-edge-how-to-adapt-your-positioning-in-response-to-changing-market-trends","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/short-term-surge-long-term-edge-how-to-adapt-your-positioning-in-response-to-changing-market-trends\/9131\/","title":{"rendered":"Short Term Surge, Long Term Edge: How to Adapt Your Positioning In Response to Changing Market Trends"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Paul Evans, Founder and Chief Positioning Engineer, V2RSION<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The latest <em>IPA Bellwether Report<\/em> captures a market in speed mode. UK marketing budgets rebounded overall, with a net balance of <strong>+5.5%<\/strong> reporting increases, while the most tactical categories &#8211; sales promotions (<strong>+9.4%<\/strong>) and direct marketing (<strong>+9.1%<\/strong>) &#8211; saw the strongest gains; big\u2011ticket main\u2011media budgets, by contrast, flat\u2011lined at <strong>0.0%<\/strong>. (<a href=\"https:\/\/ipa.co.uk\/news\/bellwether-report-q2-2025\">ipa.co.uk<\/a>)<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Agility is a threat and opportunity<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Spending on promotions and direct\u2011response channels delivers immediate revenue for media, technology and creative (marketing services) businesses. Winning this work supports the current P&#038;L.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But chasing every tactical brief can pull a company away from the positioning that makes it competitive &#8211; differentiation disappears and this presents a real risk in positioning commoditisation and confusion.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The goal for any business should be to capture today\u2019s demand while projecting and protecting a go\u2011to\u2011market narrative that is both clear and consistent.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Agile GTM execution, anchored strategy<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Long\u2011term advantage still depends on an authentic market position that should be updated systematically. Treat it as a concise set of rules &#8211; problem solved, audience served, proof provided &#8211; reviewed on a regular cadence or when signals of change appear.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This framework gives GTM and growth (sales and marketing) teams the confidence to adjust the way they show up in different channels, formats or offers, while ensuing every execution reinforces the same determined value-based positioning narrative.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Three moves for marketing&#8209;services providers<\/strong><strong>&nbsp;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\"><strong>1\u202f. Tie outreach to the client\u2019s commercial goals<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">PR angles, event themes and pitch decks should be more specifically tied to the goals and outcomes that clients are under pressure to move &#8211; whether that is reach, conversions or subscriber growth. Establishing relevance up\u2011front wins attention faster.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2\u202f. Turn thought leadership into modular deal fuel<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Publish a point\u2011of\u2011view article, slice the same argument into keynote slides, media commentary and pitch inserts, then update quarterly. Re\u2011use keeps cost down and ensures every conversation strengthens the same narrative instead of spawning disconnected ideas.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3\u202f. Measure outcomes, not exposure<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Count meetings booked, RFP invitations and pipeline value sourced from each webinar, report or press hit. Pair these with a running indicator of brand preference, such as share\u2011of\u2011search, share-of-model (LLM\u2019s) or pitching shortlists, so you know if short\u2011term wins are compounding long\u2011term equity.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The payoff<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Budget shifts will continue as a result of economic and technological changes. The agencies, consultants and tech firms that combine rapid execution with a disciplined strategic framework will capture near\u2011term spend and secure long\u2011term client advisory roles. Providers who link flexible tactics to a clear, evolving purpose will remain the trusted choice for brands navigating volatility.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The goal for any business should be to capture today\u2019s demand while projecting and protecting a go\u2011to\u2011market narrative that is both clear and consistent.<\/p>\n","protected":false},"author":7,"featured_media":9132,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-9131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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