Action steps to take now to prepare for any crisis that may lie ahead.
Stock market jitters and the mortgage credit crisis have corporate America in a bit of a panic. Every week, the media unearth another scandal, looming crisis, or gloomy prediction about corporate earnings. Everyone thought things were looking rosy and we could focus on aggressively building online businesses. Now, CEOs and CFOs want to know about your crisis scenarios. They're questioning the investment you're about to make in a sparkling new commerce site. They also tactfully remind you the CMO role has an average tenure of less than two years. You need a plan now.
Fortunately, marketing in uncertain times (or in the middle of a genuine crisis) requires the same fundamental skills and process you've already been using. Often, the best response to uncertainty is the ability to take rapid, decisive action. Your department should already be using analytics to guide decisions about future investments, as well as measure current ones' ROI (define). Marketing departments can be effective as both leading and trailing indicators of the health of the company, the market sector, and the overall economy.
Last week, my ClickZ colleague Kevin Lee wrote about an economic downturn's impact on SEM (define) and made some excellent points. His examination zeroed in on one element of the total marketing picture and demonstrated that there are always upside opportunities even in the most downward-trending marketplace. When you look at the much bigger marketing picture, you can find clear paths to success in the midst of uncertainty.
Here are the action steps to take now to be prepared for any crisis that may lie ahead:
Looming crises or not, be prepared -- and practice safe marketing.
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In 1998, Shane co-founded ZAAZ to advocate a different approach to Web services — one that respects and delivers on the power of the individual and the promise of Web technologies. As CEO, Shane leads the company's long-term strategic vision of working with leading financial service organizations, consumer brands, startups, non-profits, and community-based organizations, helping each realize the potential of the Internet and its meaningful impact on their business.
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