In studies of previous recessions, it is clear that companies that increase their marketing and customer interaction during tough times improve their profit margins, sales and market share relative to those that do not. However there exists a gap between realization and execution.

Top marketing categories that contribute to growth:

43%, advertising and branding
31%, customer experience
29%, customer service
21%, customer loyalty/CRM (customer relationship management programs)

Investment contributions to business:

57%, advertising and branding
16%, customer experience
19%, customer service
22%, customer loyalty/CRM programs

 

Source: Cosmetics Magazine; RIGHT/NOW, Peppers & Rogers Group