Brand strength and rigorous marketing campaigns are crucial for businesses today. Strong and familiar brands attract consumers as they find them less risky. Savings also play a vital role in choosing a brand.  62% of German consumers changed stores to save money during the pandemic. Brands struggled to stay relevant as marketing campaign expenditures outran the profit margins during the pandemic. To combat this, firms need to adjust marketing budgets according to their strategic goals. Testing and changing the marketing mix to social media is the new trend. A marketing audit helps brands identify the marketing ecosystem needs. Modern marketing and planning tools with financial expertise are the solution for today’s retailers.