How To Create Marketing Resilience

Advertising can pull your company forward as 18 wheels, but it can also create a risky addiction that comes back when you need to reduce your calculations or reduce advertising consumption.

Consider it overwhelmingly managing the plant. Too good things can be a bad thing.

Recently, I’ve come across a lot more companies that need to pull paid budgets and fight to achieve growth goals.

The solution to this problem is simple: the security network of organic channels that catches you when you need it. But it’s hard to do.

Heavy water

The diversification of the channel is a thing you didn’t know you should until you realize you should reduce the budget and you are too dependent on one channel. I could be SEO too.

Recently, the budget and reduction of people have become the norm:

1. Large technological companies have spent mass release to move in stronger market waters. Over 150,000 technological workers were released only in 2024.¹
2. Marketing budgets decreased on average 15% in 2024 compared to 2023 and minus 26% compared to 2019.²
3. Higher interest rates make it difficult to raise money unless you are currently launching AI, which means it is harder to grow as aggressive with advertising.

Serious consumption times are over. And as a company, you have to build resistance, such as investors who diversify your portfolio – although some of their assets have grown very well.

Reducing your ads

The usual approach to advertising advertisements is either increasing it as long as your life value is higher than the cost of acquiring customers and keeping a net positive, or simply exhausting your available budget. Often it is both.

But the position you really want to be in is the one you could quickly reduce to 20-30% of the advertising budget and still grow. It’s a real resistance.

And resistant companies achieve 150% higher growth, according to McKinsey analysis.

McKinsey revealed this:

At a time of economic insecurity, marketing is more important than ever. Instead of pruning, companies can empower their CMOs to adopt a way of thinking about the investor.

By eliminating ineffective wear and re -investment in high -growth areas, resistant traders will appear at the forehead at storms, while creating options for rejection stronger.³

Diversification of channels

When I looked at the web site channel combination in the largest industries, I discovered that B2B Enterprise and SAAS companies get a much more direct and recommended traffic, but less from the social markets has the highest percentage of organic traffic, while D2C companies are generally relying on wages.

Remedy

To diversify yourself from advertising, you need to exhaust in organic channels such as SEO, content marketing, organic social, organic YouTube, etc. Organic channels require only fixed instead of marginal costs such as advertising.

So your investment becomes more effective because yields can be increased even without investing more money.

In addition, organic channels can make paid channels more effective (eg search), even when you do not need to reduce the budgets.

The challenge is that organic channels need some time to build and do not have fresh attributes as paid channels.

The best frame for balance paid over the organic channels is earned, possessed, and paid.

• The earned channels are the ones you need to invest in work for additional visibility.
• The channels are owned by those who are already yours; They just need to optimize them.
• Side notes: Your product is the most reimbursement channel owned. You can drive new customers with user refereal loops and retention tactics, which, in turn, makes you less advertising dependent to bring you new customers.

To determine the priority of the right organic channels, measure where your audience is against the audience’s size.

First, find out where your audience is watching the high affinity website in Sparctorou, survey the existing customers or analyze which channels/platforms send you by recommending traffic in your web analysis tool of your choice.

Then find out the size of the audience per channel. For example, if you have a very engaged audience on Reddit, but the most relevant sub -updit has only 1,000 members, it might be smarter to go after SEO if your relevant keywords have a promising search volume.

A very common sequence of channels for which I found that they were successful is the priority of the product recommendation and then invest in SEO Plus e -Post and then in Organic YouTubeand then look at the alternative channels.

What is important is to define very clear criteria for when the channel is established on the basis of its influence on the bottom of the line, so you can explore the next one.

Trimming

The most effective approach to reducing the advertising budgets I found was started with branded conditions and paid searches.

Many companies spend millions of dollars to bid their own brand, but it’s not always necessary.

Engineering testing can discover that an organic search can capture most of the brand traffic equally well when the product is sufficiently known.

We have conducted large engineering tests in our portfolio of the Atlasian product and noticed that famous products like Jiro do not need paid spending on marked conditions. Organic does the job equally well.

Effective cutting and factors in where your audience is. In Saas, you most often paid the search for last and first place. But in the store it could be the other way around.

However, the biggest mistake I see companies is to completely cut off the brand advertising. You still need an awareness of the brand to power the performance channel and SEO.

Higher paid consumption is not always translated into higher or better traffic. The two examples I found were Salesforce and Shopify.

Salesforce significantly increased paid consumption in Q4 but did not see a proportionate increase in traffic.

Shopify shows a similar pattern, only that his paid consumption has increased in the last two years.

These trends do not have to be bad, and both companies have a diverse mix of channels.

They just show that advertising refund can fluctuate, and the option is crucial for survival of winter so you can enjoy the summer.

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¹ Source

² Gartner CMO poll reveals that marketing budgets have fallen to 7.7% of the total company’s revenue in 2024

³ Apart from tightening the belt: How can marketing launch resistance in uncertain times

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FEADED Picture: Paulo Bobita/Search Science Journal