An interesting article by John Arlidge in the Sunday Times yesterday provided a great insight into the actions company's should be taking in relation to their marketing budgets during the Covid19 crisis. In a time that businesses look to reduce expenditure, marketing budgets are often one of the first areas to be culled however, history demonstrates that companies that forge forwards during these times, maintaining spend and visibility within the marketplace fare better than their counterparts who reduce marketing activity. Arlidge utilises the examples of Heinz, Hovis and T-Mobile who all stayed committed to their marketing efforts in the 2008 global crisis and reaped the rewards. An increase in audience attention and accessibility at the moment is not something to be ignored. Read the full article here.
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