These are unprecedented times for marketing teams, just as it is for everyone right now. Brands must decide whether or not to scale back their marketing efforts as a means of cutting costs, or carry on as they were pre-pandemic and risk not seeing much return on their investment.
Each business case is different in terms of what they can and can’t afford right now, but in the eyes of many marketers, it’s important to be there for their customers in both the good and the bad times. Ceasing or reducing contact temporarily is not an option.
And there’s research to suggest, too, that firms who spend more money on their marketing communication during recessions perform particularly well once the economy bounces back. In contrast, going ‘off air’ for long periods can be extremely damaging for a brand.