At the onset of inflation, digital marketers focus on promotions to help them recover what was lost during previous periods (in this case, the pandemic): Burrell also highlighted the types of marketing we see during this period are unique. Less competition, more audience share = greater opportunity.Consumers are spending more time on media to get news on what’s happening with the economy, and marketers should be there in those moments with advertising - and they’ll have to spend more to maintain that presence.Yet we can see by the data that’s not the case, and so this opens more space in an advertising and marketing landscape that now has less competition. During the current period of inflation, digital marketers tend to get shy on marketing spend for fear consumers are buying less.So, we see that the response doesn’t match the reality, and this is where the inflation we’re experiencing in digital marketing can be an opportunity to scale up.
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