Ask The Expert – What should I do with my paid media strategy during downturn?

Fortunately, if you’ve been in marketing a while you usually be quite familiar that marketing is generally the first spend to go… sorry it’s a bit of a shock to you!

However, the good news is a lot of your competitors will be doing the same as well, so when people ask me for a recommendation on what they should do while we’re heading into recession I would generally say trying to keep stability as much as possible. Remember, a lot of the people in your market will drop out, you might see market demand actually decrease or maybe even increase, depending on what your industry is, but what you’ve got to think of is the long-term effects if you pull out now you will probably be making up and spending a lot more in the future.

I’d highly recommend seeing what current activity is delivering the most ROI; focus on that, get the return on investment back in, and gradually start to build up your marketing spend, because if you completely quit your marketing spend you will really struggle in the coming years.

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