Why it matters
While a vast body of research shows that maintaining or increasing adspend in a recession has long-term payoffs, marketers often ignore that advice in favor of cutting costs. If brands can stay the course in difficult times, they will enter the recovery in a clear position of strength.
Takeaways
- With many brands pulling back on their expenditure, there are opportunities for marketers to gain a share of voice above their traditional market share.
- As brands ramp up their e-commerce programs, increased digital advertising can play an essential role in driving traffic and expenditure.
- Brands in the health...