Businesses grapple with tough decisions in tumultuous times, such as the end of this year with its political and economic upheavals. One of the most common reflexes is to tighten the belt on marketing costs. While it might seem prudent in the short term, this choice carries longer-term implications. Let’s dissect this choice, understanding its depth, the risks it brings, and how it might inadvertently serve competitors.
Hang on, what are the benefits of cost-cutting in marketing?
Of course, there are benefits to cutting marketing costs. Some are solely monetary; some are in terms of refocus:
- Immediate Financial Relief
Reducing marketing costs can provide immediate liquidity when cash flow is a concern. This liquidity can be channelled to maintain essential operations, ensuring business continuity. We saw this happening during the COVID period when companies focused on keeping the workforce safe above other business departments. At that time, we also experienced a shift in the digital landscape. The more significant players took a bigger space and recorded excellent results, while the smaller ones got smaller.
- Refocus and Re-strategize
A break allows a company to assess the effectiveness of its current marketing strategies. Revisiting and refining strategies can make them more aligned and effective in dynamic situations. Reducing marketing activities will force you to analyze and identify your most profitable channels so you can focus funds on the right place. Just make sure you draft the online customer journey first and review your conversion attribution model, as frequently, we see companies stop marketing on a specific channel as it seems not to bring direct conversion. At the same time, ultimately, the one they gave up on is the one that led to getting those conversions first, as it was the first touch-point.
Always remember, stopping marketing activities is a risk, and we would always advise leaving some running so your online presence is not running dry when it is time to re-open the tap!
- Risk Minimization
Specific marketing campaigns might not offer the anticipated ROI during volatile times. Businesses can avoid potential financial drains by cutting back on such campaigns as long as a thorough analysis has been conducted. Equally, it is crucial to understand that that risk avoidance exercise can trigger further hidden risks you may not clearly see!
What are the hidden risks of reducing marketing costs?
Risk avoidance is legitimate during uncertain times. However, it comes with other risks you need to be aware of.
- Brand Visibility Diminishes
Marketing is the lifeline of brand presence. A reduced presence means that, over time, consumers might forget or overlook the brand. This reduced visibility can have a cascading effect on sales and brand loyalty. It would not be a problem if we were in the 1960s. There were fewer brands out there, and your target audience would remember your brand when it was time for them to need your products or services. Nowadays, with plenty of brands available to choose from, standing out is a more challenging task, and while your visibility diminishes, other players’ will naturally increase.
- Loss of Consumer Trust
Consistency fosters trust. Lack of consistency in presence or messaging might be perceived as instability, causing consumers to flock to more visible and consistent competitors. This is the essence of marketing and based on psychology: familiarity. When you become familiar with a brand through well-executed marketing tactics, your brain has worked on putting down any “trust warning signs.” If your message stops getting out there, naturally, your target audience’s interest in your brand can shift drastically – the months or years you have worked to get to the position you are now can vanish within a few months.
- Missed Opportunities
History shows that downturns and uncertain periods often offer unique market opportunities. By retreating, businesses might miss out on capitalizing on these opportunities.
- Long-Term Financial Impact
While there’s immediate financial relief from cutting spending, the costs of regaining lost ground can be much steeper in the long run. It is much harder to recover your marketing efforts than to keep them at the same level. Your competitors often know it and will be happy to take over.
How can competitors take advantage?
Some of your competitors are more than happy to see the online landscape trimmed from their own competition, and here is why:
- Increasing Market Share
As some brands recede, competitors can woo their customer base, effectively increasing their market share without significantly growing marketing efforts. They spend less money and yet get more.
- Positioning as a Market Leader
Businesses that maintain or ramp up their marketing initiatives can be perceived as stalwarts or leaders in their industry, which is especially attractive to consumers seeking stability. This is the reason why a lot of companies shift their effort towards SEO and Content Marketing. It allows them to showcase their company and become a thought leader in the industry.
- Benefiting from Reduced Ad Costs
With fewer businesses competing for ad space, the remaining players can often benefit from reduced advertising costs, making their marketing spending even more efficient. The bids are lower if there are fewer bidders for keywords you usually target. It follows the usual commercial principle of offer and demand.
- Enhancing Brand Loyalty
Companies can further solidify their bond with customers by being present and engaging consumers, especially in challenging times that impact their business and their target businesses in the B2B space or direct consumers in the B2C sphere.
Understanding those risks is essential and allows you to make the right decision. When the economic climate is shaky, some simple ways of controlling costs while ensuring a solid pipeline and a strong presence can be easy to implement.
What are the ways to cut spending without impacting performance?
If you aim to control your budget while ensuring minimal impacts, here is a list of quick-to-implement strategies.
- Reallocate Budgets
Not all marketing channels yield the same ROI. Businesses can redirect spending from less effective channels to those that promise better engagement and returns by analyzing performance data.
- Embrace Organic Strategies
SEO, content marketing, and community engagement can provide lasting value without continuous spending.
- Leverage Technology
Automation tools, AI-driven marketing strategies, and programmatic ad buying can help optimize costs by streamlining processes and targeting the right audiences.
- Re-negotiate Contracts
Many vendors and partners might be open to re-negotiating terms in uncertain times, leading to potential cost savings.
Navigating marketing decisions in uncertain climates requires a delicate balance between prudence and bravery. By understanding the potential repercussions and opportunities, businesses can make informed decisions that safeguard their immediate interests and long-term market standing. However, it is crucial to understand that shifting strategy can be a good move and save you money. If you are thinking about re-strategizing and need help figuring out where to start, we want to speak with you!