The media is littered with news of liquidations and layoffs. But pausing expansion plans could mean lost opportunities that could put a business on the back foot for years to come. The good news is that with some smart planning, brands which are looking to take advantage of others’ inaction can make their marketing budgets work much harder, and even use digital marketing to help de-risk their expansion plans, says Roan Mackintosh, MD Africa at digital agency Incubeta.