Advertising strategy in a recession

Past 7 days, I tweeted pick out slides from a presentation that I sent to purchasers and to the Cell Dev Memo local community in March 2020, at the onset of COVID, titled “Advertising Technique in a Recession.” A amount of men and women requested me to share the complete deck, and I’m performing that below with a a little edited edition. I eliminated dated references to COVID and up-to-date details in some areas, but the material stays largely the very same. Click on the “full screen” icon at the bottom proper corner of the presentation to grow it.

No matter whether the US or world economic climate enters a economic downturn is anyone’s guess. But with a continual drumbeat of layoffs and choosing freeze bulletins, it’s apparent that lots of shopper technology providers are planning for that outcome. As I place out in the presentation, promoting follows the business cycle, but contractions in promoting invest have a tendency to be more critical and pronounced than modifications in real GDP because advertising and marketing budgets can be adjusted immediately.

For that purpose, marketing is a single of the to start with price line objects to be altered in the face of an financial downturn. That reactivity can support a firm to preserve valuable cash in a deteriorating economic climate, but it can also steal revenue from the long term: a more productive solution is adapting measurement and predictive analytics to new purchaser expending behaviors and eliminating inefficient promotion expenditure. The target of this presentation is to outline some techniques for accomplishing that.

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