Economic Factors That Affect Marketing

by Andra Picincu - Updated October 27, 2018
Informal meeting in an advertising agency

It would be great if the success of your marketing plan depended solely on your own creativity and effort, but the harsh truth is, other factors get in the way. Inflation, demand and supply, interest rates, taxes and recession all influence how much money people have to spend as well as the price of your products. These factors have a direct impact on the market as well as your customers.

Inflation Rates Reduce Purchasing Power

Inflation is one of the primary economic marketing aspects that affect customers' purchasing power. It represents the rate at which the price level of products and services are rising. The higher the inflation rate, the more your purchasing power decreases. The tax rate on your real capital gains goes up as well. So, your marketing will have to work much harder to persuade customers to buy your products even though they may not have as much income to spare.

Changes in Disposable Income Impact Spending

The changes in disposable income impact customer spending. For example, if unemployment rates increase, the demand for goods and services will drop. Your customers may no longer be able to afford your products, which will affect your revenue. The same happens when tax rates go up. This reduces disposable income and purchasing power. Companies offering specialty products or services may experience revenue loss since most customers will only buy essential goods like food and household supplies.

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Recession Impacts Everyone's Bottom Line

A recession is a slowdown in economic activity that lasts for more than six months. It affects employment rates, income and real GDP, leading to a decrease in customer demand. During the last Great Recession, which started in 2008, the stock market crashed. In 2009, unemployment rates reached 10 percent and more than six million people lost their jobs. Banks stopped lending money, which further affected customers' purchasing power.

However, certain recession marketing factors may work in your favor as a business owner. This economic situation allows you to promote products and services in a less competitive environment. Debt consolidation agencies, outplacement firms and companies that offer substantial discounts have higher chances to prosper.

Interest Rates Affect Credit Purchases

High-end goods, such as jewelry and cars, are often purchased on credit. If interest rates increase, these products become more expensive for customers who can't afford to pay cash. Additionally, high-interest rates usually translate into tighter credit, which makes it harder for customers to obtain the money they need.

Ecological Forces Influence Consumer Attitudes

Ecological concerns, such as air and water pollution, have grown over the past decades. Organizations need to be aware of these issues and adjust their business strategy accordingly. For example, increasingly more customers are choosing sustainable products. Companies that sell household cleaners, detergents and other highly-processed goods that impact the environment may lose revenue. Furthermore, governmental agencies are constantly implementing new policies to improve natural resource management.

Technology Shapes Buying Behavior

Technological advances are a strong economy marketing factor that organizations can't afford to ignore. Social media, data-driven marketing, artificial intelligence, machine learning and other trends are disrupting the business landscape. They have the power to shape customer behavior and buying preferences while creating new market opportunities.

Businesses that want to be successful need to stay on top of the latest technology trends. They must also find ways to innovate their products and marketing efforts to avoid obsolescence. Half of the world’s population is active on social networks. Approximately 59 percent of Millennials are using Instagram. If your business doesn't have a strong online presence, you're missing out on potential customers and sales.

These are just a few of the many economic marketing aspects that are shaping the business landscape. Government changes, fiscal policies, customer confidence and market dynamics play a key role. Consider these factors before developing a marketing plan. It could mean the difference between success and failure.

About the Author

Andra Picincu is a digital marketing consultant with over 10 years of experience. She works closely with small businesses and large organizations alike to help them grow and increase brand awareness. She holds a BA in Marketing and International Business and a BA in Psychology. Over the past decade, she has turned her passion for marketing and writing into a successful business with an international audience. Current and former clients include The HOTH, Bisnode Sverige, Nutracelle, CLICK - The Coffee Lover's Protein Drink, InstaCuppa, Marketgoo, GoHarvey, Internet Brands, and more. In her daily life, Ms. Picincu provides digital marketing consulting and copywriting services. Her goal is to help businesses understand and reach their target audience in new, creative ways.

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