HOW TO DO MARKETING DURING ECONOMIC DOWNTURN
Digital Media II March 9, 2009 Rodrigo Polacco !
April 12, 2023 Digital Media II – Rodrigo Polacco 2
AGENDAMARKETING DURING A DOWNTURN
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NEW PARADIGMS
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DO’s AND DONT’s IN MARKETING DURING A DOWNTURN
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LARGE FIRMS ARE CUTTING BUDGETS THE MOST
# 1
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SMALL FIRMS ‘CAUTIOUSLY’ GROW BUDGETS
# 2
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MARKETERS RETURN TO DIRECT MARKETING
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SOMEONE IN THE FINANCIAL DEPARTMENT EYES AN OPPORTUNITY
# 4
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CONSUMER MARKETERS FEEL EFFECTS MORE THAN OTHERS
# 5
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SALES CYCLES ARE LENGTHENING
# 6
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MARKETERS BOOST ONLINE SPENDING
# 7
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EMAILS TO HOUSE LIST AND WEB 2.0 SEE BIGGEST LIFT
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TV AND RADIO ADS GET LARGEST CUT
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HIGHLIGHTS
#1. Large firms are cutting budgets the most#2. Small firms ‘cautiously’ grow budgets#3. Marketers return to direct marketing#4. Someone in the financial department eyes an
opportunity#5. Consumer marketers feel effects more than others#6. Sales cycles are lengthening#7. Marketers boost online spending#8. emails to house list and web 2.0 see biggest lift#9. TV and radio ads get largest cut
April 12, 2023 Digital Media II – Rodrigo Polacco 20
AGENDAMARKETING DURING A DOWNTURN
1
NEW PARADIGMS
2
DO’s AND DONT’s IN MARKETING DURING A DOWNTURN
3
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Half of what I spend is wasted. The trouble is, I just don't know which half.
Lord Leverhulme’sDon’t!
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During a Crisis it is time for ROI Marketing
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Digital Marketing provides many tools to measure results- Ad Server for Advertisers- Ad Server for Publishers- Web Analytics- e-Mail Marketing- Mobile Analytics- Mobile Ad Server- Web Server Statistics- e-Survey Systems- Feedback Systems
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Some of those tools are capable of testing and optimizing different things
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We are living in The Age of Marketing Experimentation
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AGENDAMARKETING DURING A DOWNTURN
1
NEW PARADIGMS
2
DO’s AND DONT’s IN MARKETING DURING A DOWNTURN
3
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Measure the results and let numbers do the fighting for you
# 1
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Don’t listen the HiPPO….Just test, test and test
# 2
High Paid Professional
Opinion
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Spend more on media dollars, less on overhead
# 3
You need to focus on your current results, not on the long-term results
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Don’t enter into the more-for-your-money race
# 4
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Align your message to the benefits
# 5
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Keep in touch with your customer
# 6
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# 7
Flip the funnel and turn your costumers in advocates
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HIGHLIGHTS
#1. Measure the results and let numbers do the fighting for you
#2. Don’t listen the HiPPO…. Just test, test and test#3. Spend more on media dollars, less on overhead#4. Don’t enter into the more-for-your-money race#5. Align your message to the benefits#6. Keep in touch with your customer#7. Flip the funnel and turn your costumers in
advocates
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Rodrigo PolaccoProduct Manager: [email protected]: 3512-0800
site: http:// www.predicta.com.brblog: http://blogs.predicta.com.br/namedida/fundação: http://www.predicta.org/
NAMASTÊ!
Linkedin: http://www.linkedin.com/in/rodrigopolacco/Twitter: http://www.twitter.com/polacco/Naymz: http://www.naymz.com/search/rodrigo/polacco/2178498/Flickr: http://www.flickr.com/Blog: http://imediato.blogspot.com/Blog: http://www.polacco.com.br/Blip.fm: http://blip.fm/polacco/…Youtube: http://www.youtube.com/user/ropolacco/
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