IPA Bellwether: 18 marketers on how to stay strategic during economic uncertainty

“It's certainly a mixed bag we're seeing in the latest marketing sentiment. While belt-tightening in the immediate term is understandable given the broader economic uncertainty, the fact that over a third of marketing execs are anticipating bigger budgets down the line speaks volumes. We see brands weighing up the projects that are proven to add value and bring real return on investment in today's retail landscape.

“What's particularly interesting is the clear spotlight on direct marketing. Its strong performance isn't surprising in this context. When the economic outlook is uncertain, businesses naturally gravitate towards the channels where they have greater control, clearer data, and a more direct line to their customers. This resurgence of direct marketing, likely fueled by advancements in personalisation and analytics, highlights a focus on efficiency and measurable results. We know from our direct retailing projects and our customers that personalisation of their marketing has the greatest impact on ROI, enhancing the customer experience and brand loyalty.

“Ultimately, while the diminished financial confidence across the board is a serious consideration, the anticipated boost in marketing budgets for the coming period, coupled with the strategic focus on direct engagement and experiential marketing, offers optimism. It suggests a resilient marketing community that's adapting and re-evaluating where their investments will have the biggest impact.

“For businesses like ours, it reinforces the need to be agile, data-focused, and ready to partner with brands to navigate these shifts and deliver real value in a dynamic and occasionally uncertain market.”

“Brand-building still holds value, but it's often the first to come under scrutiny as priorities tilt towards stability.”

Hannah Snoeck, General Manager, Gekko Group

To read the published comment by Hannah Snoeck, Gekko Group General Manager, please visit Performance Marketing World

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