Marketers bear down to face challenging year ahead as economy and federal election bite

February 6, 2016 9:00

Mindful of what consumers are going through: Loo Fun Chee

Marketers across the country are bracing themselves for a hard grind in 2016, even as they try to talk the market up, fearing strategies could be trumped by a US election and the GST.

With a federal election looming – a traditional dampener on consumer spending – and the flow-on effects of the housing price boom in 2015 now hitting the budgets of new homeowners, the outlook is for tight budgets, and marketers are expecting to work hard to gain consumer attention.

But while the election and the economic outlook are acting as dampeners on consumer spending, the highlight event of the year, the Rio Olympics is expected to give marketers a major boost, even those not directly involved in the games.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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