Why is it that marketing is seen as discretionary?
For many CEOs, marketing is low-hanging fruit when times get challenging.
They consider it as optional or a luxury rather than an integral part of their corporate DNA.
In the short term, pulling back feels like the right decision.Then, leads and Website traffic start to flag as the impact of less marketing materializes.
Then, CEOs panic by pumping money into ads or scrambling to hire freelancers and contractors to jump-start marketing.
Smart companies see marketing as a pillar and stay committed even when times get tough.
Companies that aren't so smart must play catchup as they lose brand awareness and ground cover to save short-term costs.
What marketing approach have you taken?Is your foot on the accelerator or the brakes?