Tariff Turbulence: How Marketers Can Navigate Uncertainty

As news of changing tariffs ripples across the globe on a nearly daily basis, we are no longer just facing an economic and supply chain issue — we’re dealing with a new marketing challenge. The shifting economic landscape is forcing brands to rethink media strategies in real time, with many feeling the squeeze on margins, product availability, and consumer demand. There’s no clear end in sight, and this volatility is putting marketers in a tough spot.

The current landscape

At CM, we are seeing tariffs impact marketing strategies in several ways, most specifically with investment strategy and long-term planning.

To soften the financial blow, many brands are pulling back on upper funnel investment and redirecting dollars into performance channels like paid search and social. It’s a short-term play that makes sense on paper: direct attribution, fast results, controllable spend.

But this pivot comes with a long-term cost. Sustained underinvestment in brand-building efforts can slowly erode consumer affinity and drive up acquisition costs. Performance channels work best when powered by a strong brand presence — and when brand equity fades, so does efficiency. Brands who balance brand and performance media investment will be able to scale back up more quickly than those who forego brand investment completely.

Tariffs are also delaying long-term planning. Brands facing potential inventory disruptions or volatile pricing are hesitant to lock into future campaigns. In turn, media vendors are reacting with more flexible terms and aggressive discounts to attract spend — creating new opportunities for those willing to act. For example, rich media partners that once required minimum spend commitments and enforced strict no-cancellation policies are now relaxing these rules to encourage investment.

Strategies for marketers

Depending on how tariffs are impacting their business, marketers can approach this moment from one of two strategic mindsets: playing defense or offense.

Defensive strategy (for brands heavily impacted by tariffs):

Be transparent: Tariffs often lead to shifts in pricing, product availability, or supply chain logistics — and consumers notice. Brands should proactively communicate these changes through clear messaging across key paid and owned touchpoints as well as product pages. Whether it’s a price increase, longer shipping times, or limited inventory, transparency builds trust and loyalty
Stay present: Studies show that brands who maintain or increase their advertising investment during economic downturns experience growth, while brands that pull back investment shrink significantly, making it hard to bounce back when the economy eventually turns around. Even when budget cuts are necessary, brands should maintain a balance between brand and performance media to avoid brand erosion
Stay nimble: Prioritize media channels and tactics that don’t require upfront commitments and that allow for real-time optimization. Platforms like Google, Meta, and programmatic DSPs can quickly scale up and down to align with your business needs and product availability. These platforms also offer full-funnel media capabilities — from connected TV to paid search — allowing marketers to pull audiences through the entire consumer journey

Offensive strategy (for brands less affected by tariffs):

Gain share of voice: With many brands pulling back, there’s opportunity for marketers to capitalize on less competitive noise and more efficient media costs. EMARKETER has already decreased 2025 U.S. digital media spending forecasts by almost $30B if heavy tariffs remain in place. Brands willing to invest in their long-term growth can take advantage of a less cluttered marketplace and gain share of voice during this time.
Negotiate favorably: Media vendors and publishers are also feeling the pressure as brands delay or cancel their buys due to economic uncertainty. As a result, many media partners are offering favorable rates to encourage spending. Act quickly and lock in premium inventory and discounted rates to maximize your impact
Build your brand: Use this period to deepen emotional brand connection — because when the market rebounds, brand favorability will be a key differentiator. Messaging that highlights the stability of your business (like “made in America,” for example) will build lasting brand equity and loyalty

Tariffs and economic turbulence are forcing marketers to live in a state of ambiguity. But ambiguity doesn’t have to mean inaction. The brands that win will be those that stay agile, make smart trade-offs, and keep their brand present — even when planning gets tough. In times of uncertainty, nimbleness isn’t just a “nice to have.” It’s a competitive advantage.