Although economic downturn means the bottom line will be more important than in boom times, it shouldn’t mean cutting marketing from your budget. Businesses will instead need to be savvier about where they spend their money. Too often, time-poor bosses panic and waste money on a hasty marketing plan without considering their end customer.
Instead of a scattergun approach, refine marketing to your core client demographic and work outwards from there as you increase your market share and have more money to invest in your brand. This will consolidate your marketing approach so you can build stronger relationships with the customers that matter.