SIGMA::BLOG

In our line of business, we interact with many different businesses, from start-ups to Fortune 500 international conglomerates.  It’s always interesting to hear them apologize for not being as educated as they should in the area of emerging media. They often tend to get disjointed or siloed. The truth is that as we get deeper into the diverse, converging landscape between digital media and marketing, many of the old rules of marketing no longer apply.  Whether you are big or small, deep in resources or entrepreneurial in spirit, the landscape can be intimidating.

During a roundtable at our Fuel for Thought event, we discussed on a topic we often get asked by clients.

How can marketers incorporate the consumer’s point-of-view as a regular part of strategy sessions, extending beyond consumer-generated content, consumer-created advertising, corporate blogs and focus groups? (more…)

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.