The escalating tariff disputes involving the U.S., Mexico, Canada, China, and the European Union have marketers deeply worried, as reflected in an IAB survey revealing that 57% of U.S. marketers are 'extremely concerned' about the potential impacts. In response, some agencies are advising clients to consider reducing or reallocating media spending. The uncertainty surrounding tariffs creates a challenging environment where marketing strategies may be reevaluated based on fluctuating political circumstances. As they explore possible responses, many marketers remain cautious and patient, waiting for clearer direction amidst the constant changes.
As marketers face ongoing tariff disputes, 57% express extreme concern over potential impacts on their business, prompting some to reconsider media spending strategies.
The current climate of tariffs has left marketers feeling anxious, with many wargaming responses but ultimately waiting to observe how political outcomes will unfold.
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