Maximising your marketing budget in tough economic times Rethink customer attitudes, resist the budget cuts, refocus on your martech stack
ClickZ Daily: Oct 17, 2022 |
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| Good morning! The uncomfortable truth is that an economic storm is upon us. As marketers, we must be prepared for challenges to our budgets. It’s easy to give in and let your marketing budget be cut back to the bare minimum, with a reduction in headcount and spending. However, marketers shouldn’t be afraid to make the case to future-proof their business, even in difficult times. Erica Gunn, CMO at Canto, explains how marketers can prepare for the looming recession and squeeze the most value from their budgets. Team ClickZ The ClickZ Marketing Masters Podcast Season 2 is now live! Tune in on our website and wherever you get your podcasts, including Apple, Spotify, Google, and Amazon. Don’t forget to subscribe! |
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Marketing budget Erica Gunn In uncertain times having control of your budget is essential. Even as organisations tighten their belts, investing in marketing remains good practice. |
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Performance marketing Benjamin Broomfield "Our process isn’t complicated. It helps us to test and learn. We use incrementality tests to measure the impact of a given tactical or strategic shift." Read more |
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| Content & Experience Kamaljeet Kalsi Citizens Financial Group’s CXO, Beth Johnson on designing human-first experiences, storytelling, and navigating compliance Read more |
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| Loyalty Will Hanrahan While inflation can erode the value of customers' reward points, a well-designed program can help offset the effects of inflation and keep people frequenting places they might otherwise cut from their monthly budget. Read more |
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| Strategy Benjamin Broomfield Each story requires not only a hero but an adversary to overcome and a beneficiary who will share the goal of the hero. Whilst these characters can be portrayed as a Knight saving the village from a dragon, they can just as easily be portrayed in the context of an organization striving to achieve business goals. Download now |
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Marketing Masters Podcast |
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Brand awareness Benjamin Broomfield Throughout change, it’s important to keep in mind your differentiators and what customers love about you. Where possible, you should aim to keep these constant. Download now |
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| Strategy Benjamin Broomfield Each story requires not only a hero but an adversary to overcome and a beneficiary who will share the goal of the hero. Whilst these characters can be portrayed as a Knight saving the village from a dragon, they can just as easily be portrayed in the context of an organization striving to achieve business goals. Download now |
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| Podcast Benjamin Broomfield Diorio proceeds to offer a formula for growth marketing: Defining marketing actions and investments; targeting strategies that create value; impacting nine customer behaviors; driving business outcomes that impact cash flow; and translating this for the stock market and CFO. Read more |
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