How to stay strategic when budgets tighten
When pressure is high and resources are limited, the best marketing leaders adapt. These six strategies help you protect your brand and stay agile in a shifting economic landscape.
1. Shift from branding to performance (but don’t abandon brand)
During economic uncertainty, there’s a natural tendency to prioritize performance marketing over brand building. This shift from branding to performance will likely accelerate in the coming months, according to industry analysts.
While this approach makes sense, completely abandoning brand initiatives can damage long-term growth.
What smart brands are doing:
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Considering shorter campaigns and activation cycles to provide greater flexibility and faster feedback, if there’s sensitivity to longer-term campaigns
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Rebalancing their marketing mix with a greater emphasis on attributable channels
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Preserving selective brand investments that support key strategic initiatives
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Developing hybrid campaigns that deliver both immediate returns and brand reinforcement
2. Leverage data for budget optimization
Your martech stack and analytics capabilities are crucial for identifying which activities deliver the greatest return.
With search trends showing increased interest in “affordable digital marketing strategies” and “low-cost advertising during tariffs,” it’s clear that marketers are seeking budget-friendly approaches.
Here are some tips for approaching budget conversations with your finance team:
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Conduct a comprehensive audit of current campaign performance
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Identify high-ROI tactics that should be protected or expanded
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Eliminate or reduce underperforming initiatives
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Implement more frequent campaign performance reviews to enable quick pivots
3. Adjust messaging for the current climate
Consumer priorities and perceptions shift during economic uncertainty. Brands that acknowledge these changes in their messaging will maintain stronger connections.
Search data also shows increased interest in “consumer response to U.S. tariffs” and “public opinion on tariff policies,” which highlights the importance of understanding your audience’s mindset.
As a marketing leader, you might consider:
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Emphasizing value rather than lowering prices (which may be difficult due to tariff impacts)
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Highlighting product quality and durability as investment features
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Developing loyalty programs that incentivize repeat purchases
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Creating bundled offerings that enhance perceived value
4. Explore alternative channels and approaches
Economic pressures often accelerate creative innovation and experimentation. Brands that are willing to take (informed) risks with new approaches, messaging, and formats have a good chance of discovering more efficient paths to consumer engagement.
Your best opportunities might include:
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Creator marketing with performance-based compensation models
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Social commerce strategies that shorten the path to purchase
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Community-building initiatives that reduce acquisition costs
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Strategic partnerships that extend reach without expanding budgets
5. Maintain agility with short-term planning cycles
The tariff situation remains fluid, making long-term commitments particularly risky. Brands should structure their approach to provide maximum flexibility.
Here are a few implementation tactics to consider:
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Shift from annual to quarterly planning horizons
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Negotiate more flexible terms with agencies and media partners
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Build scenarios for different economic outcomes
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Reserve a portion of the budget for opportunistic investments
6. Address manufacturing location in your marketing strategy
With tariffs affecting imported goods, there’s a growing consumer interest in domestic products.
We can see from search trends that more marketers are looking for advice on “marketing Canadian-made products” and “promoting ethical sourcing,” particularly in regions directly affected by U.S. tariffs.
Wherever you manufacture or source your products, you might consider:
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Highlighting domestic manufacturing or sourcing in your marketing messaging
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Showcasing your supply chain transparency and ethical practices
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Considering developing specific campaigns around locally-made products
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Partnering with other domestic brands for co-marketing opportunities
