How Is Economic Pressure Changing The Way Companies Spend On Marketing?

With all that’s happening around the world, all departments need to have another think at how budgets are being spent. The marketing department is one of such areas and in the UK, teams are being forced to rethink how they spend money because budgets are smaller and also, customer behaviour is constantly changing.

A press release from recruitment company Robert Half said many businesses are trying to do more with less, even while marketing becomes more complicated. The company said older marketing structures no longer fit modern customer behaviour, digital channels and commercial expectations.

The company also reported a shortage between operational marketing teams and senior leadership. Many businesses already have marketing staff in place, but they are searching for experienced leaders who can connect marketing work to business goals without paying for full time executive hires.

Fractional Chief Marketing Officers are becoming more popular because of this. These executives usually work with businesses on shorter or more flexible contracts. According to Robert Half, many companies misunderstand the role and see it as delivery support instead of strategic leadership.

Madeleine Barnes, Director at Robert Half, said businesses can no longer wait for economic conditions to improve before spending on marketing.

“At a time when every pound is under scrutiny, it is understandable that businesses are cautious, but this is a defining moment. Companies are now realising they cannot afford to sit back and wait for the tide to turn, as those who invest in marketing during periods of uncertainty are the ones that recover faster and outperform their competitors.”

She also said marketing departments are being forced to rethink how they operate.

“Crucially, though, the nature of marketing itself has also changed drastically in a very short time frame. Legacy strategies and structures are no longer fit for purpose, and marketing now needs to be more commercially focused, more accountable and more closely aligned with business outcomes.”

What Skills Are Companies Suddenly Paying More For?

The search for measurable results is also changing who gets hired and what skills employers want from marketing teams.

Research published by Robert Half found that employers are searching for workers who can mix creativity with analytics, automation and AI knowledge. The company said marketing departments want employees who understand customer experience, performance data and digital workflows.

The report said 78% of marketing and creative leaders usually pay higher starting salaries to candidates with specialist skills. Areas such as digital marketing strategy, AI and machine learning, marketing automation, analytics and web development are becoming more valuable in recruitment.

Employers also seem frustrated by the difference between business needs and the skills workers are choosing to learn. Robert Half said only 4% of employers believe they currently have the capabilities needed for priority initiatives, while 63% said current staff need more training.

The company reported that employers are searching for stronger knowledge in AI applications, SEO, paid search marketing and automation. Workers, meanwhile, are spending more time building soft skills, content strategy and social media experience.

That difference is changing marketing careers. Marketing analytics managers, UX designers and social media managers are becoming more important because companies want better customer data, stronger campaign performance and more efficient digital experiences.

The report also said employers are paying more notice to proof of results instead of long lists of software knowledge. Hiring managers want examples of campaign performance, audience growth and customer experience improvements instead of generic skill claims.

Are Businesses Treating Marketing Differently Now?

Economic conditions are changing how senior leadership teams think about marketing itself.

According to the Robert Half press release, many companies still see marketing as a cost instead of something that influences growth. The company said this thinking can weaken long term business performance, especially during uncertain trading periods.

Barnes said businesses are starting to realise they need marketing leadership that can assess weak areas and rebuild strategies around commercial results.

“That is where fractional CMOs can play a crucial role in bringing such expertise at speed. Their value is not in managing day to day delivery, but in stepping in with a clear mandate to assess, reshape, and, where needed, reinvent the marketing function. They bring the strategic clarity that many businesses are currently missing.”

Recruitment in the sector is also changing because marketing jobs are no longer being seen as purely creative roles. Employers are searching for people who understand storytelling, data, customer behaviour and automation together.

Robert Half’s career guide said companies now want marketers who can work comfortably with AI powered systems while also bringing creativity, communication skills and critical thinking into campaigns.

Barnes believes businesses delaying marketing investment could lose pace against competitors that continue spending during difficult periods.

“We are at a tipping point. Budgets may still be tight, but the need for action is immediate. Businesses that continue to hold back risk losing ground. Now is the time to invest, rethink and use marketing as a driver of growth, not something to scale back.”