spotlight on TESTING
Like organisations in other sectors, testing and certification providers are under pressure to pivot their business models and remain relevant in challenging times. Yet considerable opportunity is open to providers as a result of recent changes in the way firms do business.
Marketers need to ensure their testing services are meeting new user needs resulting from reconfigured supply chains and a shift to a ‘just in case’ strategy instead of ‘just in time.’
Above all, they should show they understand what is driving the changes in testing and certification, and remind end-users why investing in quality – and the standards that support it – remains vital.
This spotlight reveals the importance of engaging and shareable content that drives lead generation efforts, as well as opinion-based PR activity that raises brand awareness.