ROI Genome Report

Analytic Partners presents the ROI Genome to help brands navigate marketing through crisis.

https://app.hubspot.com/documents/6756262/view/74004462?accessId=9af1ad

This ROI Genome Report looks at budget considerations during an economic downturn and how to manage your brand through crisis. Here are a few key takeaways:

  • When operating in the new normal, brands need to take in to account 4 factors: consumer mobility/purchasing habits, media supply/demand, public health concerns, and the economic downturn.
  • There are 3 stages to consider during this time: crisis, stabilization, and revitalization
  • The research shows that brands should continue to advertise during a potential recession because there are longer business impacts later if ad spend is cut. However, there are some additional considerations during this time such as: resetting media mix, investing in brand equity messaging, managing the message for contextual relevance and planning regionally.