How do you adjust your marketing in a downturn?

With the market turmoil of recent years and economic factors that we don’t control placing pressure on marketing, what are smart thinkers doing?

Academia and experience will tell you that, in a downturn,  the savvy leader will look beyond cost cutting and seek out opportunities to grow the top line and improve their strategic position.

So what are we doing right now at Brightfire? Helping our client focus on driving measurable results that have a clear ROI and can be scaled for the upturn when it comes.  Equally important, we believe, is strengthening the bonds of loyalty with your team, customers, and key partners.

In early 2008 – before the global financial meltdown, Forrester Research’s survey of Online Markters identified that in a recession the top 5 marketing channels that they would increase in investment include:

  1. Social Networking
  2. User Generated Content
  3. Email Marketing
  4. Blogging
  5. Search Marketing


So how does this compare to the reality of a downturn?

Well, a very recent but less scientific poll from Top Rank Online Marketing highlighted the following online marketing tactics resonating when businesses were asked “what top 3 Internet tactics will you emphasize most in the next 6 months?”:

  1. Search Engine Optimisation
  2. Blogging
  3. Pay Per Click (PPC)
  4. Email Marketing
  5. Social Networking (Facebook, Linked In)

What marketing channels are you increasing or shifting in the current economic environment?

Does it surprise you to see search engine optimization, Social Networking and Blogging as high on the list?

Let’s open the debate…

[Blog post originally on Brightfire Blog: Nov 9th ’09]


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