Unlike many other areas, marketing costs are somewhat easy to cut. It takes very little time to hit pause on a social media campaign or postpone that email marketing campaign you believe prospects won’t mind not being a part of. It is, however, proven that an increase in marketing spend during difficult times can gain long-term benefits for a business.
History has shown that during a difficult period consumers are more likely to rein in their spending with business owners following suit. Anticipating a knock-on effect on sales, businesses have normally made cuts on variable costs like marketing to meet expectations of the financial market, not realising that doing so can leave their brand vulnerable and less competitive once the economy recovers.