“The solution isn’t to slash the budget but to optimize media mix and invest in channels that are performing well. Finding the right balance ensures that spending is properly allocated for reach, efficiency and frequency.”
This article discusses the potential impact of a global recession on brands and advertisers. While many marketers may be tempted to cut back on media spending during a recession, the authors argue that this can be counterproductive in the long run. Instead, brands should focus on optimizing their media mix and investing in channels that are performing well. They should also pay close attention to changes in consumer behavior and adjust their messaging accordingly. While budget cuts may be necessary, brands should carefully cut costs in the right places to minimize the negative impact on ROI. Ultimately, any spend is better than no spend at all, as going off-air can result in long-term revenue losses and damage to a brand’s equity.