Marketing Cost Optimization During COVID-19

Marketing leaders are beginning to transition out of the immediate cost cutting due to the pandemic and into longer-term cost optimization. Marketing leaders who are best prepared to tackle long-term cost optimization have a healthy list of cost-saving ideas to implement. Now the focus turns to long-term cost optimization that involves three pillars:

  • Strategic cost optimization: Revised business objectives, business performance targets and strategic priorities, and tracking those in a more agile way as they evolve
  • Marketing campaigns, programs and priorities: Adapting to business performance targets and strategic priority shifts
  • Cost management: Finding opportunities for channel efficiencies, productivity, eliminating underperforming activities and reallocating budget to better-performing campaigns