Pinterest’s CMO: Marketers should not change their ratio of spend when budgets are cut
The social platform’s global marketing lead emphasises the need for a balanced approach, particularly in times of economic uncertainty, and the importance of backing up success with evidence.
It’s no secret that businesses have been stretched over the past year, with astronomical inflation and a drop in consumer spending making it a particularly unforgiving environment.
And when times are tough marketing budgets are often the first thing to get the chop – despite all the evidence that suggests brands that invest through times of economic difficulty come out stronger.
For those marketers who are forced to operate with a reduced budget, Pinterest’s global chief marketing and communications officer, Andréa Mallard says the most important thing to remember is “don’t change your ratio of spend”. Because simply eliminating certain aspects of the marketing plan, such as brand building, will lead to longer-term problems.
