Brands must be reactive in allocating spends amid supply chain issues

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 11, 2021, 10:53 AM UTC

Being flexible in moving spends around as the need arises can prove beneficial for marketers.

The supply chain disruptions caused by the pandemic are pushing marketers to be more reactive in how they spend their media dollars this holiday season. Businesses that don’t have the stock needed to back up holiday promotions, are contemplating curbing spends now and spending more later in the quarter.

In such a state of flux, marketers must decide how, when and how much to spend depending on anticipated supply constraints. Performics’ Paul Kasamias observes that customer retention could be damaged if marketers don’t balance marketing, media investment and stock availability.

The article states that while advertisers might be bracing for inflationary media markets, it may not happen this quarter. Moreover, media owners with a robust online ads business have a sense of cautious optimism regarding the quarter.

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