www.rockerbox.com
Open in
urlscan Pro
2606:2c40::c73c:671d
Public Scan
URL:
https://www.rockerbox.com/blog/7-tips-for-marketing-measurement-during-an-economic-downturn
Submission Tags: falconsandbox
Submission: On February 13 via api from US — Scanned from DE
Submission Tags: falconsandbox
Submission: On February 13 via api from US — Scanned from DE
Form analysis 1 forms found in the DOM
<form action="" onsubmit="LO.submit_chat(); return false;" data-hs-cf-bound="true">
<div id="lo_chat_input" style="position:relative; width: 100%; ">
<div class="lo-fx-hr" style="height:0px; margin-bottom:0px; margin-top:0px; width:100%; border-top:1px solid #000000;border-bottom:1px solid #4f4f4f"></div>
<div style="padding:10px;"><label for="lo_chat_textarea" style="display:none">Chat Input Box</label><textarea id="lo_chat_textarea" disabled="disabled" rows="2"
style="color: black; background-color: rgb(255, 255, 255); border-radius: 5px; padding: 7px; height: auto; width: 100%; font-family: sans-serif; text-transform: none; resize: none;" dir="null" data-last-scroll-height="0"></textarea></div>
<div id="lo_chat_sound_holder" style="position:absolute; right:0px; top:-25px; width:100%;">
<div style="cursor: pointer; float:right; opacity:0.6; padding-right:10px; height:16px;" id="lo_chat_sound"><img alt="Click to mute chat sounds" src="https://d10lpsik1i8c69.cloudfront.net/graphics/sound-on-white.png"></div>
<div id="lo_chat_status" style="padding-left:10px; font-size:11px; color:#6d6d6d"></div>
<div style="clear:both;"></div>
</div>
</div>
</form>Text Content
We use Cookies to enhance your experience on our website. If you would like to
find out more or opt out, please check out our Privacy Policy.
Got it!
* Product
* Solutions
* Product Overview
* Data Centralization
* Channel Measurement
* Marketing Analysis
* Channels
* Social Media
* Search Engines
* Digital Ads
* Direct Mail
* TV/OTT
* Trusted DTC Attribution
“For us, Rockerbox is the most important tool we utilize to measure and
inform our decision-making. Rockerbox enables us to use the facts, use the
data, and make those decisions.”
-Tula Skincare
* Company
* Resources
* Our Culture
* Contact Us
* Careers
* Press
* Partners
* Agency Partners
* Become an Agency Partner
* Integration Partners
* Become an Integration Partner
* The Leader in Attribution
* Resources
* Resource Library
* Case Studies
* eBooks
* Webinars
* Infographics
* DTC Spend Dashboard
* Template Library
* View All Downloads
* Content Resources
* Blog
* FAQs
* Help Docs
*
* Plans
Get a Demo
Log In
29 Jun 2022
3 min read
7 TIPS FOR MARKETING DURING AN ECONOMIC DOWNTURN
Written by Maggie Tharp
on June 29, 2022
* Share:
*
*
*
*
It’s not an easy time to be a DTC or ecommerce brand. With a weakening economy,
shifting consumer spending, rising ad rates, and venture capital getting harder
to come by, digital-first ecommerce brands are putting a closer eye on their
budgets, specifically on marketing.
In this blog, we’ll discuss our predictions for the near future of consumer
spending and DTC advertising and share tips for marketing during a downturn.
PREDICTION #1: CONSUMER SPENDING WILL DROP
With a recession on the horizon, we haven’t yet seen consumer spending on DTC
products fall, but anticipate that it will as consumers have less extra money
for non-essential items. We expect to see this shift make it both harder to
acquire and harder to retain customers. Instead of trying to race to the bottom
and compete on price with other brands, we predict brands will need to focus on
value-first messaging to attract consumers.
PREDICTION #2: OTT CPMS WILL DECREASE
As marketers get more selective with the channels they invest in, we expect to
see a reduction in ad spend, which in turn should reduce demand and lead to a
relief in ad costs, specifically for OTT (Over-the-Top — refers to internet
streaming services such as Netflix, Hulu, etc.).
OTT CPMs (Cost-per-mille/thousand impressions) previously saw a steady increase
since the beginning of the pandemic as more people were staying home and
spending more time on streaming services. With this increase, more brands
started investing in OTT advertising. Now that we’re faced with a potential
recession, we expect to see more consumers scale back on streaming service
subscriptions. This means that while it will be harder to acquire customers
through OTT, the rates may come down as well.
TIPS FOR APPROACHING MARKETING IN AN ECONOMIC DOWNTURN
Despite our prediction of a drop in spending, there’s no reason to panic.
Marketing in a recession might be more difficult, but it’s not impossible if you
have the right visibility into what’s working and you don’t forget the
fundamentals of good marketing. Here are some of our best tips for getting
through the downturn.
1. DON’T UNDERESTIMATE MEASUREMENT
While measurement tools might seem like an unnecessary expense when budgets are
tight, you can’t expect to spend smarter without knowing which channels are
truly delivering a return. Investing in a tool like Rockerbox can help you
reduce inefficient spend and focus on the right channels.
2. DON’T CUT TOP OF FUNNEL
Modern consumers interact with a wide array of marketing channels before they
eventually purchase, which is why you can’t afford to cut marketing that’s more
focused on building awareness even if it doesn’t directly tie back to making a
purchase. For example, that awareness-building OTT ad might not drive purchases
by itself, but it may make people aware of you and more likely convert when they
later see a display ad or follow you on social media.
3. ANALYZE YOUR EXISTING CHANNELS
Some channels convert more quickly than others, and with the right measurement
tool, you can assess the impact of all your channels and focus on those that
push customers to purchase the fastest.
4. EXPLORE GOOGLE SEARCH/SHOPPING
Fundamental channels like Google Search/Shopping may fall by the wayside when
you’re in growth mode, but they are effective standbys that can help you
consistently get in front of the right people when they’re ready to buy.
5. AIM FOR REPEAT PURCHASES
Don’t forget about your existing customers. It’s less expensive to sell to an
existing customer than to bring in a new one, so focus on how you can use
retargeting and well-timed emails to get customers to purchase from you again.
6. DO MORE WITH ORGANIC CONTENT
Prioritizing organic content on your blog and social platform can be an
underutilized method to bring in new users who come to you first for information
or entertainment and then decide to buy. Focusing on these areas can be less
expensive and provide more payoff than some advertising options.
7. BRING PEOPLE INTO THE FUNNEL WITH LOWER-PRICED PRODUCTS
High-ticket items are a harder sell than less-expensive products in your product
line. Try bringing in customers with cheaper items or bundles, then once they’re
in your funnel, you can focus on repeat purchases.
--------------------------------------------------------------------------------
Smart marketing is almost impossible if you don’t have the right measurement
platform. Rockerbox helps DTC brands just like yours centralize all their
marketing performance so they can pinpoint inefficiencies and focus on what’s
working.
Sign up for a demo today so you can feel confident in your marketing strategy
despite any economic upheaval.
Get a Demo
NO MORE CONFUSION. JUST REAL MARKETING INSIGHTS.
Talk to our team about how Rockerbox can change the way you spend—for the
better.
Request a Demo
CONTINUE READING
ROCKERBOX PRODUCT MANAGER EDDIE CHOU ON DATA WAREHOUSING
Read More
SHOPPABLE VIDEOS—WHAT THEY ARE AND WHY YOU SHOULD TRY THEM SOON
Read More
[ON-DEMAND WEBINAR] SOLVING THE PROBLEM OF UNATTRIBUTED CONVERSIONS WITH
ATTRIBUTION & POST-PURCHASE SURVEYS
Read More
Rockerbox is remote-first and hiring across the USA.
*
*
*
*
Get a Demo
PRODUCT
* Product Overview
* Data Centralization
* Channel Measurement
* Marketing Analysis
* Plans
COMPANY
* Culture
* Contact Us
* Partners
* Integrations
* Agencies
RESOURCES
* Blog
* Case Studies
* Press
Copyright © 2023 Rockerbox, Inc. | Privacy Policy | Opt Out | Security Controls
Live Chat is Online
Chatting
0
×
–
undefined
Chat Input Box
Chat
Powered by