Marketing in recession: How companies can implement advertising strategies?

The economic slowdown indicates a deeper recession in 2023, an alarming thought for companies across the world. However, companies can prepare to combat the downturn by implementing various marketing strategies. It’s important to allocate your marketing fund to the right places.

Here are some tips to ensure your company stays afloat with marketing strategies during a possible recession in 2023,

1) Focus on your target market: During the recession, focusing on your core customer base is important which means identifying your most profitable customers and tailoring your marketing efforts to reach them specifically, said Amitek Sinha, COO & Co-Founder, ET Medialabs. “Consider offering promotions or discounts to loyal customers to encourage them to continue doing business with you.”

2) Invest in digital marketing: Sinha said that it is an end-to-end measurable and cost-effective way to reach a wide audience. “Use social media, performance marketing, branding, email marketing, and other digital channels to communicate with your customers and promote your products or services.”

“As more people spend time online during a recession, companies should invest in digital marketing which includes SEO, PPC advertising, social media advertising, and other digital tactics,” said Vipin Vindal, CEO, Quarks Technosoft.

3) Leverage partnerships and collaborations: “Partnering with other businesses can help you reach new audiences and expand your customer base. Consider collaborating with other businesses in your industry or adjacent industries to offer bundled products or services,” ET Medialabs cofounder said.

4) Build brand awareness: During a recession, consumers may be more hesitant to make purchases from unfamiliar brands, so it’s important for companies to build brand awareness. This can be done through social media, content marketing, influencer marketing, and other tactics that help get the word out about the company, said Quarks Technosoft CEO.

5) Invest in customer delight: “In a recession, customers are more likely to be discerning with their spending. By investing in exceptional customer delight, you can create a positive experience for your customers and encourage them to continue doing business with you,” Sinha suggested.

6) Offer discounts and promotions: Consumers are more likely to be looking for deals and promotions at the time of recession, so companies should consider offering them. This can be done through email marketing, social media, and other channels, Vindal recommended.

7) Focus on the value proposition: “Consumers tend to be more price-sensitive, so companies should focus on highlighting their value proposition. This means emphasizing the benefits and features of their products or services that make them a better value than competitors,” the Quarks Technosoft CEO added.

8) Leverage customer reviews and referrals: Word-of-mouth marketing is one of the most effective forms of marketing, especially during a recession. Companies can encourage their customers to leave reviews on third-party websites like Yelp or Google Reviews, and offer incentives for referrals, Vindal said.

9) Focus on customer priorities: First and foremost, companies must be agile and should have the ability to pivot their products and services offered to align with the changing priorities due to recessionary pressure. The message one communicates to prospects or customers through marketing must be aligned with customers’ priorities, said Prabir Chetia, Executive Vice President – Growth Advisory, Aranca.

“Messages must reflect the value accrued – enhanced quality or getting more from less – and clearly articulate the benefits aligned with priorities. In the case of a loyal customer, one has to go the extra mile to demonstrate value to ensure they don’t switch.”

10) Build brand awareness: Consumers may be more hesitant to make purchases from unfamiliar brands, so it’s important for companies to build brand awareness. This can be done through social media, content marketing, influencer marketing, and other tactics that help get the word out about the company, according to Vipin Vindal.