The case for keeping marketing budgets amid economic uncertainty

Bradley Keefer, Chief Revenue Officer, Keen Decision Systems

Consumer sentiment just hit its lowest levels since 2022 as tariffs and the threat of rising inflation cause shoppers to think twice about making purchases. As brands navigate these economic headwinds, they might need to modify their business plans to protect their bottom lines. Marketing budgets, even if reduced, can be a valuable tool in combating market volatility and emerging in a stronger position, once conditions have settled.

Why short-term marketing cuts aren’t a long-term solution for brands

Every brand will feel the impacts of tariffs differently, whether it is a change in demand or pricing decisions. As such, they will need to adjust their marketing plans to accommodate these changes, whether by shifting messaging or allocating spend to different channels.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.