Stopping advertising spending: a great (and dangerous) temptation
As was the case during the supply crisis, concerns about declining business have led companies to make cuts to ensure profitability. It is not uncommon for companies to view their advertising spend as expendable and decide to cut it. With this in mind, we should remember a traditional industry adage:
"When times are good, you should advertise. When times are bad, you have to advertise."
Stopping online advertising campaigns not only has negative cambodia phone number list short-term consequences, because the traffic, leads or sales generated through this channel abruptly stop. In the medium and long term, it destroys the integrity of data collection and hinders the progress of the automatic learning of the algorithms behind the Martech tools used to manage the campaigns.
This means that when advertising resumes, you will have to start from scratch, and in a much more disadvantageous position. Not to mention that if a brand abandons its online presence, a savvy competitor may seize the opportunity to fill the gap.
Instead of cutting back, it is advisable to use the available resources more intelligently. To do this, it is best to evaluate the data collected over a long period of time and determine which digital marketing efforts work best in order to focus efforts on them.