eMarketer is a fantastic resource on everything Internet related. eMarketer is American, analysing information from over 3,000 sources to produce reports, articles and comment on online marketing statistics from around the world. Their CEO has produced a white paper entitled "Seven Strategies for Surviving the Downturn." I prefer to be more optimistic and focus on success rather than survival, but his strategies are good. I recommend you read, learn and implement.
Strategy 1. Get With the Accountability Programme.
Now is the time to step up efforts to better measure marketing. The goal is to be accountable for every penny you spend; Measure online branding efforts: Break down online and offline media campaigns: Build a sales impact model.
Strategy 2. Search: A Necessity for Every Business in a Depressed Economy.
In a 2007 Enquiro study conducted among B2B professionals, search engines were second only to manufacturers' websites as a key factor in purchase decisions.
Strategy 3. Beyond Search: Do Not Ignore the Power of Branding Online.
We all know that multiple messages do a better a job of convincing consumers to buy our product than a single message. By exposing a given consumer to multiple display messages, in addition to the search text ad they get after a search enquiry, you are likely to improve conversion rates.
Strategy 4. Stay Close to Customers.
Many consider e-mail to be one of the most efficient and inexpensive media for reaching existing customers. Consequently, particularly in this strained economy, you would do well to maintain or increase e-mail usage, particularly retention-based e-mail. Using social networks, blogs and other web applications as an advertising platform is one strategy that you can use to stay in touch with consumers. In fact, there are a number of things you can do on these sites that require relatively little or, in some cases, no money.
Strategy 5. Engender Trust.
Study after study reinforces the fact that consumers trust each other's opinions more than they do any messages that emanate directly from you. The challenge is formidable but definitely achievable: How do you leverage the inherent trust consumers have in each other in a way that provides a positive rub-off on your business?
Strategy 6. Engage Prospects and Customers via Video.
At the very least, you can achieve cost-efficiencies by taking the video assets you already have and put them online. These videos can serve as a powerful influence for consumers as they consider whether to buy. Even if you do not sell products or services online; online videos prominently displayed on you website allows you to convey the emotional aspects of your business, similar to the impact of a personal sales call.
Strategy 7.Test, Test, Test.
This last strategy is more of a marketing mindset. There is simply no excuse not to be experimenting constantly, relentlessly with digital media and applications. You can read all the research in the world, but if you don't try something for yourselves-with your prospect or customer - you will never know if it can work for your business. The web allows you to try things faster, and at less expense: The opportunities are limited only by creativity and imagination.
