Slashing marketing spend is often not the way to go in a downturn; research has shown that the short term profit benefit of cutting a cost such as Marketing is outweighed by the long term loss of market-share and opportunity. I am not saying it is “business-as-usual” however a measured approach to assessing costs and opportunities is required.
DO: Focus on your brand, innovate, assess customer needs, deliver high-quality service or products, focus on your core offerings, spend your media/advertising budget wisely to get maximum impact
DON’T: Panic, slash every line item without due consideration
For a great summary of the learnings made from the GFC, take a look at the article below:
One point that stands out is: a recent Ebiquity study showing that only 0.67% of Facebook advertising impressions are quality enough to build brands.
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