Businesses are being urged to continue to market and advertise to help them remain successful during the coronavirus crisis.

Xeinadin Group, which helps SMEs, entrepreneurs, corporations and not-for-profit organisations achieve their goals and dreams, said it was common for cut their marketing and advertising expense in a time of crisis.

But that presents a real opportunity for those who keep focusing on marketing and advertising.

Xeinadin Group said: “In times of crisis, most companies tend to drastically cut down on marketing and advertising expenses. For instance, during the economic recession of 2008 the amount of money spent on (online) advertising dropped 13% on average, according to Forbes. Exactly the same is happening now, creating (growth) opportunities for companies that haven’t reduced their marketing budget.

“First, when companies stop advertising, there is more room for the success of your ads. In addition, advertising is more affordable because the demand is lower, giving you the opportunity to cheaply strengthen your market position and/or introduce a new product, service or feature.

“Secondly, when competitors cut down on marketing expenses, they become less visible or even invisible in the market, resulting in a snowball of adverse effects. Starting with the loss of brand awareness, followed by losing that top-of-mind position in the (potential) customer’s head and ending with a lack of new orders.

“So, by staying focused on marketing and advertising and applying the right brand and marketing strategy, you can land those orders.

“Lastly, with marketing, you can also demonstrate your company’s stability and reliability and prove that you’re that brand (potential) customers can build on, even during a crisis.”