Making a genuine impact for your business with a minimal marketing budget can feel like a daunting challenge. Smaller businesses are typically working with smaller marketing budgets, and it’s both an art and a science knowing how much to invest to maximise your return. Too much and you blow your budget, too little and you miss opportunities.

Bang’s managing director Scott Caulfield recently appeared as a guest on the excellent B2B Marketing and Sales podcast, Sunny Side Up.

It’s ironic how relevant the phrase “the road less travelled” has become in today’s world. With businesses and individuals working through the complexities that COVID-19 has brought, we are now eager to travel down that road, to a new normal. Question is, what will that look like?

The COVID-19 crisis affects every person on the planet in some way or another. And the lived experience ranges across the whole spectrum of emotion. As marketers, now more than ever, we need to take into consideration the humanness of our audience and embrace the ambiguity.

Often the traditional modus operandi during times of crisis and economic uncertainty has been to cut marketing and advertising budgets. This initial reactive response was seen as prudent and good business practice. Yet this couldn’t be any further from the truth.

During the uncertainty and disruption brought on by the coronavirus pandemic, we’re all facing unprecedented challenges. Of course, the marketing world is no different.