Keep marketing in uncertain times with Icon Visual Marketing

In tough and uncertain times, it’s very tempting to trim marketing budgets but that approach is very shortsighted and needs to be examined carefully. Instead, consider seeing marketing as an important part of long-term growth.

During difficult times, it is the innovators that rise to the top. During the height of the COVID-19 pandemic, there were many productive marketing advances and many companies that grew exponentially as a result of embracing them. One big change occurred in how products were brought to the market, leading to huge growth in home deliveries for example, for many companies. Overnight, many innovative companies had to rethink their whole marketing strategy. Those that panicked didn’t survive. Those that transformed, thrived.

Instead of making blanket cuts across the board, eliminate inefficient spend and reinvest in high-growth areas. This gives your company the chance to weather that rough patch and create opportunities to rebound strongly.

In our experience, businesses that continue their marketing programs during downturns come out faster and stronger. If you took the opposite approach and cut your marketing spend, your competitors gain share of voice and ultimately sales.

Here are a few things we’ve learnt during our 20 years as a thriving marketing agency: