Marketing in general, and advertising specifically, is unfortunately seen as an "expense" by many, even at the highest levels of companies. Marketing greases all the skids and those skids are getting rusty now due to a lack of investment. Every category pie is about to grow, so only the aggressive will grow share. So this is every responsible marketer's chance to get his or her share of spend within the company. Anyone in your company who ever maintained an argument against increasing the marketing budget in the past now has no leg to stand on.

Source: Forbes December 22, 2017 12:09 UTC