Illustration: Annelise Capossela/Axios
Marketers see their jobs as being more important than ever as economic conditions turn, a new Salesforce study concludes.
Why it matters: Companies still have to grow during downturns, and "efficient" marketing can bring in more customers during austere times, Salesforce president and CMO Sarah Franklin tells Axios exclusively.
State of play: Consumers are shopping more cautiously amid record levels of inflation — trading down from name brands to store brands, substituting products and foregoing purchases altogether.
The big picture: One in three marketers surveyed by Salesforce between the end of June and early August say budgetary constraints are a challenge.
What to expect: Higher levels of precision when it comes to marketing and promotions.
Our thought bubble: Companies barely had to market themselves during the pandemic when consumers were flush with excess cash and stuck at home.
More from Axios:
