Marketers are emphasizing online programs and direct marketing initiatives.
As marketers, we know that a sluggish economy usually means one thing – reduced marketing budgets. When revenues are down, management looks to eliminate expenses and marketing is first up on the chopping blockThe irony is that investments in marketing are essential to enhancing sales and winning new client mandates. As many firms cut back on programs, the companies that actually maintain activities create a competitive advantage by increasing their share of voice.
Enlightened managers have figured this out. Rather than decimate marketing spending, they are configuring their budgets to focus on activities that deliver direct customer contact and the ability to measure a return on investment (ROI).
The result: According to a recent MarketingSherpa report, marketers are emphasizing online programs and direct marketing initiatives. These efforts present a communications trifecta’ in getting a company’s name, brand and message in front of as many eyes as possible.
Deploying this approach plays out in three key ways:
Messages should be aligned with customer -- pain. Even in the best of times, customers don’t buy what they don’t need. Messages must focus on current market conditions and what a customer requires: improved value, cost-savings and increased revenue.
Consistent and frequent communications are fundamental. As sales cycles take longer, it’s important to remain top-of-mind in developing a fertile new business pipeline. The greater the number of customer touch points – through both direct mail and online marketing – the greater the likelihood business will result.
Online marketing can be delivered in a variety of forms. Marketers are spending more on email marketing to rented lists and paid search given the reliance on the Internet for information and e-commerce. There is also a shift in “traditional” marketing to the online environment. Print advertising funds are being diverted to purchase online banner ads, and web events are replacing traditional gatherings to secure greater and less expensive (no travel costs) customer participation.
Thanks to Guest blogger:
Maria Lilly
Principal
MJ Lilly Associates LLC, an integrated marketing consultancy.
