Digital Transformation: What Matters Most in Your Sector?

With the economy exhibiting conflicting indicators, it comes as no surprise that companies are adopting a cautious approach and implementing cost-cutting measures. Regrettably, marketing budgets are frequently the initial casualty. In December 2022, we conducted a survey among nearly three dozen Chief Marketing Officers (CMOs) from prominent consumer companies in North America. The findings revealed that, on average, these CMOs reported an 8 percent reduction in marketing expenditures over the preceding 12 months, as demanded by their company boards. In certain instances, marketing budgets were even subjected to more substantial cuts of 10 to 20 percent. Shockingly, one prominent public company went so far as to slash its marketing budget by over 20 percent. Finding a balance between cost management and maintaining a robust marketing presence is crucial to navigate the complexities of today’s business landscape.

Marketing should be at the table, but not be the meal

Over the past three years, marketers have faced an arduous journey due to the rapid shifts in consumer sentiment and the rising costs associated with their trade. In an era of economic uncertainty, shoppers have been compelled to prioritize value, leading to a trend of downgrading their purchases. In fact, our March 2023 survey revealed that a staggering 80 percent of consumers are modifying their shopping behavior by either adjusting the quantity or pack size of their purchases or opting to switch brands and retailers in search of more affordable options.

Simultaneously, marketing costs have experienced an upward trajectory. According to the insights gathered from our December survey of Chief Marketing Officers (CMOs), the average cost per click witnessed a substantial increase of 20 percentage points in 2022 compared to the previous year.

The investor approach to marketing

During challenging economic times, marketing leaders often respond to cost-cutting directives by implementing uniform reductions across various marketing channels, such as a 10 percent cut from each area. Many believe they can manage such measures by simply spending less. While they may be confident about their ability to achieve savings, they are less assured when it comes to driving growth. According to our December survey, two out of three respondents expressed apprehension about simultaneously reducing spending and outperforming competitors.

However, there is a viable path forward. Instead of solely focusing on substantial and indiscriminate budget cuts, companies can adopt an investor mindset and take a more nuanced approach to their marketing investments. This approach involves identifying areas of overspending and reducing expenses where necessary, while simultaneously allocating additional resources to initiatives that offer greater potential for long-term return on investment (ROI). By eliminating inefficient spending, successful companies can potentially achieve savings ranging from 10 to 20 percent. These savings can then be reinvested in more efficient efforts and targeted campaigns, aiming to drive growth in the range of 5 to 10 percent.

This strategic reallocation of resources can help companies create a significant competitive advantage.

“While it’s tempting to pull back, we believe that companies that double down on growth will not only rebound faster but will also emerge stronger as a result. “

How to get started: A call to action for CMOs

Despite the ongoing economic volatility, the current year presents a pivotal opportunity for marketers to unlock substantial value for their companies, leveraging efficiency gains to drive growth and establish a clear agenda for the future.

In times of uncertainty, it may be tempting for companies to retract and adopt a conservative approach. However, we firmly believe that organizations that choose to double down on growth initiatives will not only recover more swiftly but also emerge from these challenges in a position of strength. These turbulent times serve as a defining moment for Chief Marketing Officers (CMOs) and marketing leaders to direct their focus intensely.

What do you think?

What do you think?

145 Comments:

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June 5, 2026

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June 5, 2026

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June 5, 2026

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June 5, 2026

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June 5, 2026

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June 6, 2026

Reading this in three sittings because the day was fragmented, and the piece survived the fragmentation, and a stop at ilanub held up under similar reading conditions, content engineered for continuous attention is fragile in modern conditions and this site reads as durable across the realistic ways people consume content today.

June 6, 2026

Now feeling the rare pleasure of trusting a source completely on first encounter, and a look at createvaluefast extended that initial trust into something more durable, the calibration of trust to evidence is something I do informally and this site has earned high trust through the cumulative weight of multiple consistently good posts already.

June 6, 2026

A piece that prompted a small mental rearrangement of how I order related ideas, and a look at findyourperfectpath extended that rearranging effect, content that affects the structure of my thinking rather than just adding to it is content with the deepest kind of impact and this site is reaching that depth for me today.

June 6, 2026

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June 6, 2026

A thoughtful piece that did not strain to be thoughtful, and a look at ilavex continued that effortless quality, when thinking shows up in writing without the writer drawing attention to it you know you are reading something genuinely considered rather than something performing the appearance of consideration which is also common online.

June 6, 2026

Did not expect much when I clicked through but ended up reading the whole thing carefully, and a stop at jifedge kept that engagement going, sometimes the unassuming sites turn out to deliver more than the flashy ones which is something I have learned to look out for over time online lately and across topics.

June 6, 2026

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June 6, 2026

Quality work here, the post reads cleanly and the points stay focused throughout, and a stop at ilefix kept the standard high, you can tell the writer cares about the final result rather than just hitting publish for the sake of having something new on the page to feed the search engines.

June 6, 2026

Top tier post, the kind that makes you want to share the link with friends working in the same area, and a stop at discovergrowthstrategies only made me more confident in doing that, this site is one of the better resources I have seen on the topic recently across both new and older posts.

June 6, 2026

Closed the laptop and walked away thinking about the post for a good twenty minutes, and a stop at jikbond produced similar lingering thoughts, content that survives the closing of the browser tab is content that has actually entered the mind rather than just decorating the screen for the duration of the reading.

June 6, 2026

Just wanted to say this was useful and leave a small note of thanks, and a quick visit to learnandprogress earned a similar nod from me, the small acknowledgements add up over time and represent the real economy of trust that good content runs on across the open and increasingly fragmented modern internet.

June 6, 2026

The tone stayed consistent across the whole post which is harder than it looks for longer pieces, and a look at discoverforwardpaths continued the same voice, this kind of editorial consistency is a sign of either a single careful writer or a tightly run team and either is impressive today across the broader media environment.

June 6, 2026

A piece that read as if the writer was thinking carefully rather than just typing fluently, and a look at ilenub continued that considered quality, the difference between fluent typing and careful thinking shows up in writing and this site reads as the product of thought rather than just the product of language fluency apparently.

June 6, 2026

Worth recognising the specific care that went into how this post ended, and a look at buildbetterdecisions maintained the same careful conclusions, endings are where most blog content falls apart and this site has clearly invested in the closing stretches of its pieces rather than letting them simply trail off when energy fades.

June 6, 2026

Reading this in segments because the day was busy, and the post survived the fragmented attention well, and a stop at jilbrew held up similarly under interrupted reading, content that can withstand modern distracted reading patterns rather than requiring a perfect block of focused time is increasingly the kind I prefer.

June 6, 2026

Yesterday I was complaining about the state of online writing and today this site has temporarily fixed that complaint, and a look at findyourcorevision extended that mood reversal, the short term mood improvement that comes from finding good content is real and this site has produced that improvement for me at a useful moment.

June 6, 2026

Quality writing that respects the reader’s intelligence without overloading them, and a quick look at ileqix reflected that approach, a balanced thoughtful site that earns trust by being consistent rather than by shouting about how trustworthy it is which is the usual approach online sadly across most content categories.

June 6, 2026

Speaking from the perspective of a fairly demanding reader the writing here clears the bar consistently, and a look at discoveropportunitypaths continued clearing that bar, the calibration of demanding reader is something I apply to all sources and this site has been one of the few that handles the demanding reading well across pieces sampled.

June 6, 2026

After reading several posts back to back the consistent voice across them is impressive, and a stop at jinblob continued that voice consistency, sites that maintain a single coherent voice across many pieces by potentially many writers represent serious editorial discipline and this one has clearly developed the institutional consistency needed for that.

June 10, 2026

Generally I do not leave comments but this post merits a small note, and a stop at sauntersonar extended that comment worthy quality, the urge to actively contribute to a sites community rather than passively consume from it is something specific content provokes and this site has provoked that engagement urge from me today.

June 10, 2026

Skipped the related products section because there was none, and a stop at flarequill also lacked any aggressive monetisation, content that is not constantly trying to convert me into a customer or subscriber is content that has confidence in its own value and that confidence shows up as a different reading experience.

June 10, 2026

Closed three other tabs to focus on this one and never opened them again, and a stop at flickaltar similarly held attention exclusively, content that crowds out other reading from working memory is content with real density and this site has demonstrated that density across multiple pages I have visited so far this morning.

June 10, 2026

More original than the recycled takes I keep finding on the topic elsewhere, and a quick look at findyourprogresslane confirmed it, the kind of site that has its own voice rather than echoing whatever is trending which makes it stand out as a refreshing change from the usual rotation of generic content I see daily.

June 10, 2026

Reading this prompted a brief but useful conversation with a colleague who happened to walk by, and a stop at vectorswift extended that conversational seed, content that becomes a starting point for in person discussion rather than ending in solitary reading is content with social generative energy and this site has plenty of it apparently.

June 10, 2026

Liked the careful word choice throughout, every term seemed picked for a reason rather than thrown in casually, and a stop at flowlegend continued that precise style, this kind of attention to small details is what separates careful writing from the usual rushed content that dominates blog spaces today across pretty much every topic I follow.

June 10, 2026

Different in a good way from the cookie cutter content that fills most blogs covering this area, and a stop at discoverfreshopportunities kept showing me why, original thoughtful writing exists if you know where to look and this site has earned a place on my short list of those rare exceptions worth defending.

June 10, 2026

Appreciated how the writer anticipated the questions a reader might have along the way, and a stop at vitalsnippet continued that thoughtful approach, you can tell when content has been edited with the reader in mind versus just published as a first draft and this is clearly the former approach across what I read.

June 11, 2026

Now adding this site to a small mental group of recommendations I keep ready for specific kinds of inquiries, and a stop at discovernewfocus extended the recommendation readiness, content that I can confidently point friends and colleagues toward in specific contexts is content with real social utility and this site has that utility clearly.

June 11, 2026

Time spent here today felt productive in the way that good reading sessions sometimes do, and a stop at discoverdirectionalclarity extended that productive feeling across the rest of the morning, the difference between productive reading and merely passing time is real and this site is consistently on the productive side for me lately.

June 11, 2026

Considered as a whole this site has developed a coherent point of view that comes through in individual pieces, and a look at forgecabin continued displaying that coherence, sites with a unified perspective rather than a grab bag of takes are sites with editorial maturity and this one has clearly developed that maturity through years of work.

June 11, 2026

Nice to see a post that does not try to overcomplicate the basics for the sake of looking smart, and once I looked at vandaltavern the same direct tone was there too, which honestly makes a difference when you are short on time and want answers without long pointless intros.

June 11, 2026

Genuinely glad I clicked through to read this rather than skipping past, and a stop at createforwarddirection confirmed I should keep clicking through to more pages here, the kind of resource that justifies its place in my browser history rather than feeling like wasted time which is the highest compliment I offer any site online today.

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