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As the world becomes more and more digitally connected, businesses are finding that they need to adapt their marketing strategies to keep up. Digital marketing is the process of using online channels to promote and sell products or services. A few forms of digital marketing include; search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, video marketing, and email marketing.

During uncertain economic times, businesses must get creative with their marketing to stay afloat. Traditional marketing channels may be too expensive or not effective enough to reach consumers who are tightening their budgets. In times like this, a proper digital marketing strategy can be a lifesaver for businesses. This article outlines how the economic downturn is forcing marketers to be more resourceful with their limited budgets and how you can succeed in this challenging environment.

Be Resourceful With Your Budget

Advertising budgets are under greater scrutiny than ever before. If you are a head of marketing or work in this department, you may find yourself in a position where you must retool your marketing strategy to make the most of the available budget. An excellent first step is to review your existing campaigns. Look at which channels and marketing activities are providing the best returns and then focus on increasing the investment in these areas. 

Another way to stay resourceful is to tap into different marketing channels. While paid advertising is still an essential component of any marketing strategy, you’ll want to ensure that you include other marketing activities. These examples are content marketing, email marketing, and SEO. These activities, when handled internally, don’t come with a monetary price tag and can therefore be implemented without massively impacting your budget.

Invest in Digital

The core of all digital marketing campaigns is a website. So, if you have the budget, it makes much sense to invest in a new, modern website fully optimized for search. You’re losing sales if your website isn’t visible to your prospective customers. With a fully functioning, good-looking website, you can be sure that you’ll be in a solid position to take advantage of new opportunities resulting from the economic downturn. 

Another way to go digital-first is to prioritize digital channels over traditional ones. It’s a common misconception that digital media are more expensive than traditional ones. In reality, it’s usually much more costly to implement a TV or radio campaign than to create a digital one. If your marketing budget is under pressure, you can still promote your business by leveraging digital channels like social media advertising, video campaigns, and content marketing.

Use Video Advertising

Video is one of the most effective types of online advertising. There’s plenty of evidence to suggest that video advertising has a high engagement and conversion rate. If your budget isn’t as robust as you’d like it to be, it makes sense to start leveraging video advertising, which you can utilize while still staying within your budget. 

Video hosting services such as YouTube are free to use and make it easy to start. All you need to do is upload your video content and share the URL with your prospective customers. And with the introduction of new ad formats such as in-feed video ads, it has never been easier to get immediate feedback with video advertising.

Utilize Social Media

Social media is a powerful marketing channel. The challenge is that it’s difficult to know where to start. There are several different social media platforms, each with its unique set of rules and best practices for marketers. As a result, marketers often struggle to know where to invest their time and effort. 

Social media is all about creating engaging and high-quality content. With social media, it is quality over quantity. Make sure you are consistent and engaging in how you approach social media, and you should start seeing some solid results.


The economic downturn has had a significant impact on the digital marketing landscape. As budgets for marketing are slashed, marketers must think more creatively than ever. It is not an easy time for digital marketers, but the challenges faced can also be seen as an opportunity. 

During these times, it’s about being resourceful, making the most of the available budget, and leveraging different digital marketing channels to achieve tangible results.

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