11/03/2026
The past few months have made one thing very clear: marketing today is directly influenced by what’s happening in the world.
Economic turbulence, daily news about geopolitical conflicts, and ongoing conversations about global crises all shape consumer behavior. People start making decisions not only rationally, but emotionally. And in times of uncertainty, the first emotion people feel is caution.
And this is where an important shift happens.
Classic digital marketing tools — Instagram, TikTok, Facebook, SEO, paid search, targeted ads, influencer marketing, email funnels — are not suddenly ineffective. What no longer works is blindly copying what worked before or simply doing what everyone else is doing.
Today the key question is not “Where should we run ads?”
The real question is which strategy can create real value and conversion fastest within the current economic psychology of the customer.
You can generate thousands of leads, but if your audience is living in a constant stream of stressful news and financial uncertainty, they will postpone decisions and avoid larger spending.
That’s why in times like these, the winners are not the companies with the most ad accounts — but those who can answer a few critical questions faster:
— What currently lowers the barrier for a customer to make a decision?
— What value are they actually ready to accept today?
— Which communication format creates trust in a time of turbulence?
Sometimes the answer is not scaling ads.
Sometimes it’s adjusting the offer.
Sometimes it’s rethinking the brand positioning.
Sometimes it’s choosing a completely different acquisition channel.
Digital marketing today is not just a set of tools.
It’s the ability to adapt quickly to a reality that changes every week.
That’s exactly why at Holden we don’t see marketing as a list of services — but as a decision-making system.
Because in unstable times, the company that wins is not the one that advertises the loudest.
The one that wins is the one that understands the moment better than anyone else.
