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