More news on marketing techniques to combat the downturn

Beating the recession means thinking differently about your marketing approach

In other articles here on my blog I’ve referred to the need to continue your investment in marketing.

In the last few days I’ve reviewed more articles including an interesting post at The McKinsey Quarterly which suggests that Marketers who follow the survival techniques of previous economic slowdowns will fail.

So where’s this going?

Well, we all know that marketing budgets are being cut, with more bang-for-the-buck required for every marketing £ spent. We also know that marketing teams need to be more and more accountable for what they are spending and to be able to produce statistical analysis and results around their campaigns and communications. 

In McKinsey’s report they say  that “in previous downturns, it meant investing in proven advertising vehicles while cutting back on newer ones with shorter track records”. They go on to say that “new communications vehicles such as the internet, social networking, and mobile devices are gaining scale and delivering effective results…. most marketing plans therefore try to meet their objectives cost-effectively by using a mix of traditional and new vehicles”.

It’s worth subscribing to McKinsey’s (it’s free) to read the report in full.

At WiseTiger we’re certainly seeing this change on the ground. Email Marketing is hugely popular at the moment, reaching out to customers and prospects with carefully targeted campaigns, driving traffic to their websites and delivering measured results through our own email marketing software ‘Giraffemail’. And best of all, we’re managing this marketing within tough budgets. Give me a call or drop me an email if this is something you’d like to talk more about.

For sure, thinking differently about how you manage your marketing budget in 2009 is going to be critical.