However, this must be tempered by the fact that people have lower disposable incomes meaning they will be less willing to spend. Marketing budgets suffer from a time lag and so while the rest of the economy is in the grips of a depression, marketers have escaped relatively unscathed so far.

In times of  economic gloom, marketing is one of the first areas to be cut. It is a way of making quick short term savings. In the long term however, this can severely hurt future sales.

The expected outcome is a decreasing in the spending on traditional marketing but a small increase in digital marketing budget as companies try and achieve greater targeting for their products.