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Happy New Year! Let's be counterintuitive for a moment, shall we? We're in a recession and we all know it. Traditionally (and sadly) in an economic downturn, when companies seek to lower their expenses, they cut their marketing budgets -- and why not? Marketing costs money, and if you believe your marketing messages will fall on deaf ears in a slowdown, then you certainly won't want to spend money on marketing programs, so cutting marketing makes sense.
Not less marketing but better, more targeted marketing
Posted by: sloane888 2009-01-07 10:45:28 In reply to: Denis Pombriant
Nice piece. 2009 might be the year to prove that what we need isn't less marketing--just better thought-out marketing that is more targeted.
The Marketing Doctor (John Tantillo) has written how in these tough economic times, marketing will be more rather than less important: grocery store brands, are paying attention to what their target market wants; the steel and auto industries are paying the price for having ignored their target markets; and those who think through their brand and business model and market effectively--rather than throwing everything at the net and hoping for the best--are shown to be successful even when those within the same industries are flailing: cases in point: TriCityNews--a paper that has resisted the online trend and continues to provide local advertisers and, at the other end of the spectrum, Amazon--which actually saw sales increase while most other retailers saw sales decline.
(post on each topic are on Tantillo's blog - blog.marketingdoctor.tv )
The Marketing Doctor (John Tantillo) has written how in these tough economic times, marketing will be more rather than less important: grocery store brands, are paying attention to what their target market wants; the steel and auto industries are paying the price for having ignored their target markets; and those who think through their brand and business model and market effectively--rather than throwing everything at the net and hoping for the best--are shown to be successful even when those within the same industries are flailing: cases in point: TriCityNews--a paper that has resisted the online trend and continues to provide local advertisers and, at the other end of the spectrum, Amazon--which actually saw sales increase while most other retailers saw sales decline.
(post on each topic are on Tantillo's blog - blog.marketingdoctor.tv )
