Tesco
Don’t Cut Your Brand-Marketing Budget. Rethink It.
Article

Don’t Cut Your Brand-Marketing Budget. Rethink It.

David Ratajczak, Mario Simon, Leonardo Fascione, Emily Kruger, Chris Murphy and Alex Almeida
Boston Consulting Group, 2023
Read the article

Read or listen offline

  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×

Editorial Rating

8

Qualities

  • Analytical
  • Applicable
  • Well Structured

Recommendation

The world has turned strange, the future is uncertain, the way is unclear. The C-suite is rumbling with threats of budget cuts, and no department is safe. But will cutting the marketing budget do more long-term harm than good? That was the subject of research from the Boston Consulting Group. Spoiler alert: The data suggests that marketing shouldn’t take a hit, especially in uncertain times.

Take-Aways

  • It’s tempting to cut your marketing budget in times of economic uncertainty, but marketing cuts result in losses across almost all pertinent metrics.
  • Instead of cuts, optimize how you spend your marketing dollars with precision branding.
  • Digital tools allow for precision targeting, precision activation and precision measurement, with widespread reach among internet users.

About the Authors

David Ratajczak, Mario Simon, Leonardo Fascione, Emily Kruger, Chris Murphy and Alex Almeida are professionals with the Boston Consulting Group.

Comment on this summary or Diskussion beginnen