Three Economic Scenarios Marketers Should Plan for Now
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With a new round of quantitative easing upon us, the forthcoming election, and the fiscal cliff looming, nobody really knows what will befall the economy in 2013. Or as the chief economist at a $600 million financial institution my advertising agency serves put it in a recent report to senior management: “It’s unbelievably difficult to know what to do in this economic environment.”
To make it easier for entrepreneurs devising their marketing strategy for 2013 to grasp the implications, here are three likely scenarios and advice to keep in mind. One easier-said-than-done constant in each of my recommendations: Don’t gut the time and money you spend on marketing; improve how you allocate it.
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