As the cost-of-living crisis tightens its grip, it’s becoming ever more vital for brands to highlight the value for money their offerings provide and differentiate themselves from the competition. The problem for many firms is that they’re having to find savings themselves – and the marketing budget is often among the first to get trimmed.
With purse strings tightening everywhere, advertising agencies and their clients must therefore innovate and find the most cost-efficient ways to deliver returns on what in many cases are diminishing investments.
This could include harnessing methods that adjust the tone of ad messaging to recession psychology or deliver greater levels of personalisation. Other techniques, such as generative AI and micro ads with deeper targeting, could be used alongside product labelling with digital IDs or QR codes that link to visual storytelling.