"Sensible businesses will be scrutinizing outgoings now more than ever. With clients looking to claw back profits eroded by spiralling inflation, marketing investment (not to mention your fees) will be up for debate, whether you like it or not. Frustratingly, validating the success of marketing investments is becoming more difficult. We're facing an attribution crisis, and many marketers are struggling to prove the value of each channel or campaign due to the numerous challenges brought about by increased privacy constraints,"
"The best thing we have done is to take a united stance in times of crises. When our people are supported, we can all move through difficult times together. We know that 'rough seas make better sailors' and only have to look at the extraordinary effort and results that we collectively achieved as a team during the pandemic. With the current climate (including the cost-of-living crisis),"
Businesses are scrutinizing outgoings as clients seek to recover profits lost to spiralling inflation, placing marketing investment and agency fees at risk. Validating marketing success is growing harder due to an attribution crisis driven by increased privacy constraints, Apple's IDFA changes, and the impending deprecation of third-party cookies. Agencies must double down on reporting and attribution, present models beyond last-click, and deliver metrics that enable smarter budgeting to retain client revenue. Leadership should take a united stance in crises, support employees, and leverage collective resilience demonstrated during the pandemic amid current cost-of-living pressures.
Read at The Drum
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