Performance marketing

‘Getting through Q4 is my dream right now’: Confessions of a performance marketing agency exec fearful of a recession – Digiday


The uncertainty of the current economic landscape has been a challenge for marketers and agency execs as they’ve had to figure out how to communicate inflation hikes as well as deal with fears of a possible recession. In the latest edition of our Confessions series, in which we exchange anonymity for candor, we hear from a performance marketing agency exec on how the economic uncertainty and possible headwinds are affecting client expectations.

This conversation has been li…….


The uncertainty Of The current financial panorama has been a problem for entrepreneurs and agency execs as they’ve Desired to Search out out The biggest Method To converse inflation hikes As properly as to Deal with fears of a potential recession. Inside The latest version of our Confessions collection, By which we tradverte anonymity for candor, we hear from a efficiency advertising agency exec on how the financial uncertainty and potential headvertwinds are affecting shopper expectations.

This dialog has been flippantly edited and condensed for readvertability.

People fear a looming recession. Have your consumers been talking about that or altering their strategy to advertvertising?

For A pair of of our consumers, we’ve noticed there’s been a slowdown on gross sales from earlier in the yr, Whilst in contrast with what they have been in 2019 and 2020. Since 95% of our enterprise is e-commerce shopper manufacturers, Everyone seems to be watching every greenback Barely bit extra sturdy. One shopper requested us The completely different day, ‘How Can we make extra out Of every greenback that we spend?’ They Want to usher in a bit Further money now versus their funds. For manufacturers Which have a peak season in September, it’s crunch time proper now as they’re spending Tons on product So as that they don’t have as a lot money in the financial institution. They’re making an try to make a bit extra income than they usually do. Brands are watching their funds as A complete. The place am I spending money? The place does it not make sense to spend money? 

Are there completely different end outcomes you’ve noticed So far?

Some consumers need extra considperiodtion than They Might have needed Prior to now. They assume They may Want to be shifting faster, having extra conferences To Guarantee factors go greater. [One Little bit of suggestions we acquired from a shopper we didn’t win] was that they went with The completely different agency as a Outcome of they have been going To fulfill with them every week. They assume there are going to be extra alternatives to strategize however You will Have The power to solely strategize A lot. Weekly conferences Will not guarantee The outcomes Of greater success In your paid advertvertising. Furtherly, Counting on what you spend, most manufacturers aren’t spending enough To fulfill every week for a significant dialogue. Most conferences Is usually a telephone name or an e-mail. 

Are consumers actively getting readverty for a recession Or merely talking Regarding the potential Of 1?

It’s extra looming fear [that there Shall be a recession]. Clients Attempt to get e-mail advertising in A greater place. We’re making an try to get consumers who don’t take e-mail advertising critically to take it critically Because of first-celebration knowledge [alternatives]. It’s an untapped alternative for some manufacturers. But A lot of [what we’re listening to from consumers] …….