During times of economic uncertainty, it’s natural for businesses to reassess their budgets and look for areas to cut back. But one area that is too often scaled back—sometimes entirely—is marketing. At Bath Marketing Consultancy, we believe this is not only a misstep, but one that could significantly impact the long-term health and visibility of your brand.
Recession brings with it a shift in consumer behaviour. People become more selective with their spending, competition intensifies, and businesses face increasing pressure to justify their existence in the market. In these moments, visibility is everything. The companies that continue to communicate clearly, stay front-of-mind, and adapt to new behaviours are the ones that not only survive—but often come out stronger on the other side.
Let’s be clear: marketing in a recession doesn’t mean splashing out on glossy campaigns or high-cost ad placements. It means getting back to basics. Understanding your audience. Refining your message. Strengthening your digital footprint. It’s about asking the big questions –
- What makes us different?
- What do we truly offer?
- And how do we make that meaningful to our audience right now?
This sentiment was summed up perfectly by strategist Mark Bower, who said:
“This is a time for proper ‘back to basics’ marketing in its purest form… to take a long, cold, hard look at what we need to do to make ourselves stronger, better, faster, smarter and more relevant.”
We couldn’t agree more.
Look at the pandemic as a case study. When Covid hit, many businesses quickly pivoted to digital marketing—strengthening their websites, launching eCommerce platforms, leveraging social media, and investing in search engine optimisation (SEO). Those who made that shift not only weathered the storm but built new revenue streams and customer bases that continue to benefit them today.
Being visible online—particularly in Google search—is no longer optional. It’s essential. And this is where the real value of strategic marketing lies. It’s not about ‘doing more’, it’s about doing the right things with the resources you have. Clear messaging, consistent presence, measurable tactics. This is where we help.
At Bath Marketing Consultancy, we partner with businesses to plan, implement and manage practical digital marketing strategies that work in tough times—and thrive in better ones. We don’t believe in inflated campaigns or one-size-fits-all approaches. Instead, we work closely with our clients to help them navigate challenges, identify opportunities, and keep their marketing efforts aligned with their commercial objectives.
So before you turn off the marketing tap, ask yourself:
Can your business afford to be invisible when your customers are still searching?
