As the industry braces itself for the possible economic downturn, online veterinary care startup Dutch is working to recession-proof its marketing budget, cutting it by 90% and narrowing efforts to SEO.
Dutch isn’t alone in retooling plans to deal with ongoing economic uncertainty. In recent weeks, most marketers are looking for ways to get the most bang for their buck, requiring more hand-holding from agency partners, according to previous Digiday reporting.
As a startup with a limited budget (and limited funding as investors hold onto their dollars a little tighter with a potential looming recession), “you’re only taking so many bets,” said Joe Spector, founder and CEO of Dutch.
SEO is a channel the startup experimented with in the past, ramping up paid search and key term efforts after seeing initial success in its first year of business, Spector said.
“We’re making a bigger investment in SEO because now we clearly see that it’s leading to results and conversions,” he said, adding that the change has led to higher website traffic and customer retention.
Historically, the one-year-old, California-based startup frequently spent up to $750,000 on advertising and marketing on channels like Facebook, Instagram, Google display and Google AdWords, according to a spokesperson for the brand. But by March of this year, that figure was slashed by 90%, allocating a bigger portion of spend to paid search. Around that same time, per Spector, Dutch went from spending an estimated...
Read Full Story: https://digiday.com/marketing/youre-only-taking-so-many-bets-how-an-online-veterinary-care-startup-is-slashing-its-marketing-budget-ahead-of-economic-downturn/
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