Hot on everyone's lips at the moment is talk of the economic downturn and the implications it will have on businesses globally. Often one of the first divisions to see a cut back is marketing, providing many of our clients with cause for concern. In response to some frequently asked questions, this first in a two part newsletter examines how the economy has affected marketing strategy and the tactics marketers are employing to weather the storm. Key findings:
Although cut-backs have been seen in one-third of large organisations, many companies have no plans to reduce marketing efforts and some are looking to increase marketing expenditure.
Marketers are reassessing their strategies, moving to more cost-effective, measurable channels.
It's not all bad news marketers are seeing real results from strategy changes that have enabled brands to connect with consumers in a new way.
Looking towards 2009, there is an expectation that the low cost of email will drive higher volumes and increased usage by marketers during the economic downturn. This will undoubtedly create more competition at the inbox. Organisations that use email successfully through this period will be those that practice email marketing responsibly and efficiently - through close attention to personalisation, creative customisation, needs-based segmentation, and insightful list management. Not to be missedIn next week's newsletter, we will look at best practice and key success factors for e-marketing in these challenging times. If you are not already on our mailing list, subscribe here.New strategic partnership Returnity has recently become an implementation partner of Omniture the leading web analytics solution in Australia. For more information on how you can integrate web analytics into your email marketing strategy please contact Returnity.
http://images.optin.com.au/returnity/20081119/Marketing_in_an_economic_downturn1.pdf
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