Strategy

When economic uncertainty arises, the first instinct for many businesses is to pull back, cut costs, freeze hiring, and often, reduce marketing budgets. While this might seem like a prudent short-term move, history—and data—tell a very different story. Time and again, the brands that maintain or even increase marketing investment during turbulent economic periods emerge more substantial, more recognizable, and with more significant market share than their more cautious competitors.

Google’s Meridian is an open-source Marketing Mix Modeling (MMM) tool designed to help advertisers measure the effectiveness of their marketing campaigns, optimize budget allocations, and predict future marketing performance. It is built on Bayesian causal inference and supports geo-based data analysis, making it highly customizable and scalable for various industries.

The digital world is evolving at lightning speed, and keeping pace with audience trends is no longer optional—it’s essential. To thrive in 2025, marketers must not only recognize these shifts but adapt with precision and creativity. Whether you’re targeting the justice-focused Gen Z, the wellness-centric Health Enthusiasts, or the thriving Gaming community, tailoring your strategy to resonate with these audiences can make all the difference. Below, we explore the latest insights and provide actionable tips to keep your marketing fresh, authentic, and impactful.