Don’t stop spending: How to stay profitable on Amazon in a financial crisis

A financial crisis is bad news for everybody.

But savvy businesses can stay ahead in uncertain times. The key is to not let your marketing slide.

Companies that hold their marketing budgets steady, or increase them, during an economic downturn are the ones that bounce back the best, according to the Harvard Business Review.

And there’s no reason why only the largest businesses can survive: small brands have certain USPs that can make them more attractive to customers, as long as they’re visible.

Here’s what you can do to keep your business afloat.

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The crisis

This is the worst global financial crisis since 2007–2008. Then as now, retail brands are struggling to maintain their budgets, pay their staff and ultimately stay in business.

However, there are differences between that crisis and this one, which give a slight advantage. The causes are different: Last time, the housing bubble burst and the banks ran out of money. This time, the economic downturn has its roots in the global pandemic, as well as…