During an unprecedented period like we are experiencing during the COVID-19 pandemic, decisions about marketing could not be more front and centre. Instincts may suggest the prudent choice for many leaders is to act defensively, cutting expenses or scaling back areas that do not always have a solid or clear ROI. History has shown that one of the first budgets to be put on hold or get cut is marketing.
It might seem to make sense. Organizations across all sectors and sizes are struggling to find their footing. They wonder when and how they should “pivot” and even if they should at all. They are navigating unchartered waters and going through an ocean of unknowns.
EA's Allen Davidov makes a case for why these are times for marketing to scale up and not scale back.