Seven Strategies for Surviving the Downturn
How should marketers tackle the economic downturn, diminishing budgets and changes in consumer habits that are happening everywhere? Many companies/brands have already cut back on their marketing/advertising efforts, while others are taking this moment to reassess, reinvent and revitalize their brands/companies.
I’m a firm believer that challenges open doors to opportunities, and opportunities bring innovation with possibilities to further advance and emerge as a leader – as many brands did during the Great Depression.
As eMarketer CEO/co-founder Geoff Ramsey puts it, “Consumers are still consuming.” They are still out there, looking for deals and recommendations to make product choices. They are relying on all available resources to find what is right for them. For marketers, the good news is there are more options than ever to make a connection with customers.
Below is a compendium to Geoff Ramsey’s presentation at the Fuel for Thought event in November. It’s based on his recent whitepaper Digital Marketing Now: Seven Strategies for Surviving the Downturn that is available for free at eMarketer.
That’s it for today. I hope we sparked some new ideas and look forward to seeing your test programs in market.
Tags: Digital Marketing, digital media, Fuel for Thought, Insights, jennifer kim, strategies
Fuel for Thought LinkedIn Group
December 17th, 2008 at 9:41 am
Hi Jen,
Nice post. The downturn has most retailers offering up more and more deals to get consumers to spend their money. One marketer, however, stands out: ING. It’s interesting and refreshing to see a marketer that cautions against spending too much. In fact, on ING’s site, wethesavers.com, you can sign a declaration of financial independence. Thousands of people have signed up on their site so far. Just a great ( and smart) example of a marketer aligning with the consumer in hard times rather than selling, selling, selling. I thought it was a very cool and powerful way to plug into what’s happening.