When the Economy Shakes, Smart Marketers Optimize: Your Creative-First Survival Guide

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The economy is heading back into chaos mode, and once again, marketing budgets are the first to take a hit. EMARKETER‘s latest research shows that ad spending, especially on social media, will likely shrink if the new tariffs are implemented. This cyclical nature of economic uncertainty directly impacts marketing strategies, forcing businesses to reassess their spending and prioritize efficiency.

Since 2020, “uncertain” is the new certain. But I’ve always believed these periods of chaos are an opportunity to shake things up and rethink how we approach media buying, optimization, and creative strategy. It’s a chance to discard outdated practices and embrace innovation. This period demands agility and adaptability, prompting marketers to explore uncharted territories and discover new avenues for growth.

Here’s what I think marketers need to focus on right now:

• Understand current motivations: Forget traditional segmentation for a minute. What will drive people to convert right now? Maybe it’s the “lipstick effect.” Perhaps it’s stability, savings, or control. Whatever it is, your message and value prop must be crystal clear, consistent, and repeated—especially when working with creators. In times of economic stress, consumer behavior shifts dramatically. Understanding these shifts is paramount. Dive deep into understanding the emotional drivers behind purchasing decisions.

• Take advantage of auction dynamics: In volatile times, CPMs and conversion metrics shift, sometimes dramatically. Don’t panic – re-calculate ROAS with that in mind. These moments can actually be an opportunity to benefit from less competitive auctions and less disciplined marketers. Smart marketers will recognize these fluctuations as opportunities to optimize spending and capitalize on reduced competition. Maintaining a flexible budget and a data driven approach is critical.

• Treat creative as your strongest performance lever: Creative is the new optimization. I’m constantly surprised by how minor tweaks, text position, product placement, logo size, text color, can make a big difference. These small changes can significantly impact engagement and conversion rates. Attention to detail in creative development is more important than ever. At Alison.ai, we see this every day. When you combine deep creative analysis (with thousands of data points), smarter bidding, and clearer messaging, performance can take off. The interplay between data analysis and creative execution is the key to maximizing campaign effectiveness.

• Platforms behave differently: Meta, Google, TikTok, Amazon, they all have their own quirks. One might penalize product-focused concepts while another rewards them. We’ve seen TikTok favor three-scene structures, while Instagram sometimes boosts one-scene creatives. Each platform’s algorithm has unique preferences and biases. Why? Honestly, no one knows exactly. But if you want to win, you need to understand the unwritten rules of each platform’s AI. Adapting content to align with these platform-specific nuances is crucial for achieving optimal results.

• Let data calm the anxiety: Breath in, Breath out. Don’t kill a marketing initiative based on gut instinct or panic. Back every decision with data. Track everything. Know what’s actually contributing to sales. This is where creative data becomes a powerful ally—something we’re seeing more and more at Alison. Data driven decision making is the cornerstone of successful marketing during uncertain times.

So yes, it’s going to be an interesting ride for both the economy and marketers. But I’m an old-school optimist. I believe we’ll emerge from this smarter, more efficient, and more data-driven than ever. The challenges we face today will forge a stronger, more resilient marketing landscape for tomorrow.