It’s February. And that means your 2026 budget is either locked in or on life support. Either way, you’re probably wondering if it’s actually going to move the needle this year.
Because marketing’s changed so much in the last year. Not just because of AI (although that’s definitely played a role), but because people aren’t responding to paid and organic content like they used to.
They’re facing tighter budgets, and their outlook on the future isn’t too bright. The Conference Board’s Confidence Index, a reflection on US consumer business and labor market conditions, deteriorated to its lowest level since May 2014, “surpassing COVID-19 pandemic depths.”
And yet.
Leadership wants more and more growth, and finance will be looking for proof that your marketing budget is being used to drive it. So, what to do? Here are three (somewhat counterintuitive) tips for making it work.
1. Reserve some budget for experimentation
Yes, throwing precious dollars at tests can feel reckless. At the same time, you never know if a new and interesting strategy you haven’t tried will do wonders for your numbers.
Craig Flickinger, the owner of a website design company, recommends tying experimentation budget to conversion data.
“Don’t use arbitrary percentages. I tell clients to take their current average order value and multiply by 15 - that’s your monthly testing budget ceiling. Had a Shopify client increase their AOV by $15 through checkout optimization experiments, which generated an extra $15,000 annually on just 1,000 orders.”
If you’re experiencing pushback, try another tack
Though she works in B2B marketing, Jess Cook’s advice — stop treating your budget like numbers in a spreadsheet and start treating it like marketing — still rings true in B2C.
“I built a story: 3 big bets, why they matter right now, what happens if we don’t do them. The founders were fired up about it. If you can sell a campaign, you can sell a budget.”
The key is to treat experimentation as a strategic investment. Start small, measure ruthlessly, and scale what works. Even a 2-3% lift from a single test can justify more spend, and ultimately give you the oomph you need to get more budget down the line.
The brands that pull ahead this year will likely be the ones who make a strategic bet, test it early, and double down on the parts that worked before their competitors even knew that strategy existed.
2. Consider reserving budget for an agency
This may be an immediate no in your head, but hear us out. Agencies can really be a breath of fresh air. They’re not as in the weeds as you are and may have that creative juice that your marketing campaigns really need — even if they are a little pricey.
They also see stuff that you don’t. They’re talking to clients in all different kinds of industries, seeing what works and what doesn’t, and then serving the best performing campaigns to you on a silver platter.
Not to mention they give you some more bandwidth back — critical for teams on the verge of burnout.
Adrienne Folse, the founder of Design the Planet, a full-service digital marketing agency explains, “Your in-house team might already be stretched way too thin managing your day-to-day campaigns, and an agency will help fill any knowledge gaps quickly so you’re not losing half the year trying to figure out TikTok or any newer ad platforms.”
All this being said, don’t just jump at the first ad you see for “the best creative agency” on LinkedIn and sign on the dotted line. Do your due diligence to find an agency with a great track record, and know that they’re still going to need your input.
Remember, they don’t know your product lines and customers inside and out, which means you have to spend time teaching it to them. You’re the person in charge.
Peter Murphy Lewis, a fractional CMO, explains, “Too many retailers make the mistake of thinking that outsourcing equals strategy. It doesn’t. The best outcomes occur when YOU have the vision and the agency is an amplifier, so I would first hire a specialist internally and bring the agency as execution partners instead of decision makers.”
3. Invest in rewards
A survey by IPSOS found that 70% of Americans prefer to pay by credit or debit to earn rewards or points. 65% of Americans open a new credit card specifically for the rewards it offers. That’s a lot.
And at Kard, we’re seeing firsthand how our customers reap the benefits:
- A live TV streaming service 2x’d its subscriptions
- A global electronics brand drove a 166% increase in AOV
- A popular footwear brand won 35%+ more market share
- A major clothing retailer drove 167% WoW revenue growth
These changes happen quickly — most of our customers see results in a quarter or less. And it’s important to get in on cash back offers now. According to Runa, a global payments platform, 60% of merchants plan to increase their reliance on rewards programs in the next 12 months — so get in on this strategy while it’s hot.
Plus, cash back offers are more cost-efficient than affiliate programs
If you’re already running affiliate programs, adding a cash back offer platform like Kard can make your budget work harder:
- You don’t have to manage influencers or negotiate content placements.
- You get free impressions in curated, trusted environments (like banking apps) — even if a customer doesn’t buy right away, they see your brand next to other great retail companies in the network, boosting your brand awareness and reputation.
- You get a built-in loyalty play, with rewards keeping customers engaged after their first purchase.
It's also low risk: you only pay when someone redeems the offer.
Just know, not all cash back platforms are alike
Some have limited reach because they only target users at one financial institution, some only partner with certain vendors, others make it difficult to track results. To get real value, you need a partner who can deliver scale, precision, and transparency.
Look for a vendor that:
- Have exclusive partnerships. Some reward demand platforms share issuer relationships, which means you run the risk of diluting your brand’s exposure with double-dipping.
- Reach millions of active consumers across traditional banks, neobanks, fintechs, and rewards platforms.
- Offer granular segmentation so you can send offers tailored to new customers, repeat customers, and lapsed customers.
- Built in push notification, email, and text functionality to educate users about the rewards available to them.
- Operate on a pay-for-performance model. Otherwise, you’re paying for impressions when you don’t have to.
Before you sign with a vendor, ask for case studies in your category and demand transparency into how they measure lift. A good partner should act as an extension of your performance marketing team, not just a distribution channel.
Look, it’s not business as usual
Most marketers will spend 2026 doing exactly what they did in 2025. But 2026 is a whole new ballgame — people are getting more adventurous with brand awareness plays, rethinking their performance marketing strategy, and finding new ways to edge out their competition.
If you’re not thinking in those terms, your outcomes will probably suffer. Don’t let another month running last year’s playbook pass you by. Take the leap and experiment.
Not sure where to start? Schedule some time with our experts to learn what dipping your toe into cash back rewards can do for your market share.
