{"id":4373803,"date":"2022-08-17T02:24:00","date_gmt":"2022-08-17T00:24:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/maintain-marketing-effectiveness-during-macroeconomic-uncertainty\/"},"modified":"2025-12-08T13:40:23","modified_gmt":"2025-12-08T11:40:23","slug":"maintain-marketing-effectiveness-during-macroeconomic-uncertainty","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/maintain-marketing-effectiveness-during-macroeconomic-uncertainty\/","title":{"rendered":"Maintain marketing effectiveness during macroeconomic uncertainty"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tMaintain marketing effectiveness during macroeconomic uncertainty\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tEllen Corrigan\t\t
\n\t\tChief Revenue Officer, Growth Americas\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t17 August 2022\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\tWe live in interesting times! Employment is strong, yet many industries still struggle to hire qualified workers or may even lay off employees as companies take precautions against a potential recession. Macroeconomic conditions have thrown digital marketing best practices, roadmaps, and plans into a completely different direction.

Some companies may retract marketing and advertising in the face of adversity in hopes of saving budget. This is a bad decision, and can hurt the company in both the near- and long-term. Recent research from Analytic Partners<\/a> shows that increased media and marketing investment during a recession results in stronger return on investment (ROI) and increases in incremental sales.<\/strong> Alternatively, companies that decrease paid advertising efforts saw a 15% dip in sales, forfeiting those profits to competitors who maintained or expanded advertising investment.

Instead of cutting back, brands should reassess their growth marketing strategy by taking a critical eye to digital acquisition analytics. It\u2019s easy for researchers to say that marketers should increase investment based on historical data, but harder for a practicing marketer to request more budget from leadership without a precise plan for where that budget will make a proven impact.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t