Jun 27, 2022
In Welcome to the Forum
We are in the midst of what will be the deepest global Banner Design recession since World War II. Unlike past recessions, many marketing teams are now 100% dependent on digital marketing. This is due to the loss of many traditional marketing channels overnight. So how can you implement an effective media strategy for B2B verticals traditionally fueled by offline sales tactics? As we know, the companies that are most successful in coming out of a recession are those that prioritize and implement the right marketing strategies. Marketing during a recession – and specifically media Banner Design planning during a recession – will require knowing which channels and activities generate the best returns and prioritizing those activities. This will allow your business to grow when the economy eventually improves. How should B2B brands adapt their media strategy Banner Design during a recession? The recent pandemic has rapidly accelerated digital transformation. Many marketing teams are forced to build their digital capabilities, including targeted media Banner Design buying. Advertising Continue reading below In many cases, this means channeling traditional marketing spend to areas that provide the greatest return. The problem that many B2B organizations face, however, is not having reliable data sources to make these decisions. How to Manage Media Budgets During a Recession Your ability to quickly adjust your media spend will largely depend on the accuracy of your historical attribution data. This relies on a solid and reliable source of data to help identify areas that have worked Banner Design in the past. The temptation will be to divert budgets to short-term performance marketing and sales promotions. How easy they are to measure and direct the ROI of performance marketing activities. But having a clear view of the activities driving conversions Banner Design and revenue is the essential first step in building a sustainable media plan.Offline conversion tracking will become a priority in B2B marketplaces. Now that more traditional marketing investments are moving into PPC, marketers are looking to understand the true value of their investments. Advertising Continue reading below This means you're looking to import offline sales values back into analytics to "close the loop" between ad spend and offline conversion data. Without offline data, brands will rely solely on conversion numbers. Bringing data offline will give a clearer picture of the activities that drive real value for your business. As an Banner Design example, we have two example conversion paths from two separate users below. Both clicked on the same ad from the same keyword and converted at the same CPA of £8. In reality, we can see that User A is worth almost 1.8k in total revenue and User B is worth £0.