Jun 27, 2022
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Recessions are often long and buyers are a forgetful bunch. Advertising Continue reading below Brands that are constantly present become priorities when the economy recovers. They will be in Banner Design a better position to increase their market share than the brands that have chosen to freeze for the next few months. Brands that remain memorable throughout the recession will have a distinct market advantage over those that reduce brand awareness in favor of short-term investments. When the economy recovers, it Banner Design will be the companies that have invested in building brands that will have the greatest potential for growth. More resources: PPC 101: A Complete Guide to the Basics of PPC Marketing Banner Design What is PPC and how paid search marketing works 10 signs your digital marketing strategy needs an overhaul Image Credits All screenshots taken by author, September 2020 . This maximizes exposure outside of search Banner Design alone and creates brands that will be remembered throughout what is likely to be a very long sales cycle. How to Plan a Sustainable B2B Media Strategy During a Recession We know from experience that brands Banner Design that use brand awareness during recessions have increased their share of voice. Advertising Continue reading below In turn, they have remained at the forefront of consumer concerns. In the current climate, brands will have the ability to increase their share of voice at a cheaper rate than normal, as many brands have reduced their advertising spend. This is an opportunity for avant-garde brands wishing to Banner Design invest for the long term. Indeed, research shows that brands capable of increasing their share of voice tend to increase their market share. While the big brands with low SOV tended to shrink! How to Plan a Sustainable B2B Media Strategy During a Recession Companies that invest in a combination of sales enablement and brand-building advertising are more likely to be called back when everyone starts advertising again. Advertising Banner Design Continue reading below Appealing to the nervous buyer In the current climate, B2B brands need to appeal to the nervous buyer outside of media investments. A recession often means more risk averse buyers. It leads decision-makers to tend to opt for “safe” solutions. Addressing this means including customer reviews, case studies, awards, and testimonials at the center of your website and ad copy.