Home  › Marketing › Strategies

What Smart Marketers Need to Do to Beat the Sh*t Out of This Recession

  |  April 9, 2013   |  Comments   |  

Consider these three digital marketing strategies to tackle a slow economy.

Let's face it. We are facing a global recession for some time now and it might take some time for consumer sentiment to return to its former glory. CMOs and brand managers, whose decisions are often dictated by market sentiments and sales, need to make smart choices with their pocket monies (read budgets).

So, what does it take to be lean and mean? Here are three shrewd strategies that brand teams, marketing managers, and ad agencies might want to look at to make the best of these tough times.

Source: Image from Shutterstock

1. Think content, not campaign

Most marketing departments work from a campaign to campaign basis, burning their fingers in doing so. Campaigns are short term -not sustainable. Content is long term - sustainable. It would be in the best interest of a brand to realign its marketing team/agency to drive the agenda via content thinking. Invest in creating fresh, remarkable content. If required, establish a content team (either full time or freelancers) - bloggers, videographers, visual artists, and communication majors. Basically, you need to tell stories that are visually appealing rather than browbeat audiences with a television commercial or a static website.

2. Focus on owned and earned media

Corporate websites, landing pages, and campaign-specific websites collectively form a brand's online identity. Purchase cycles for products/services span across multiple visits to websites and social media properties of brands. Moreover, consumers solicit feedback from friends and family on social networks (or email/instant messengers) before deciding to make a purchase. In these exacting times, focus your energies on owned and earned media.

Search engine optimization: All your owned media - website, blog, and  mobile site - needs organic traffic from search engines. SEO is a low-cost, long-term alternative to driving relevant traffic to your owned properties. If you have buried any SEO projects, it is time to open the cupboard and dust off those files.

Design testing: Your owned media needs to be user friendly and allow potential customers to find what they are looking for with minimal human intervention. Focus on testing your site design. Use A/B testing to optimize landing pages or deploy page-level and site-level surveys to collect qualitative feedback. Take a deep dive into your analytics tool and figure out sections of your website that need design changes. Bring in a data-driven design expert to optimize your owned assets.

3. Precise media targeting

Television, radio, and print media have huge spillover. Due to lack of precise audience targeting, we as marketers are punching tiny holes into our budgets, wasting precious client dollars (or rupees), and in return attracting audiences that are not highly relevant to our client's business. Precise media targeting is possible. And most of it is not rocket science.

Infuse budgets into search engine marketing: Traffic from search engines is "intent" based, i.e., potential consumers are looking out for products and services and searching for information, search engines being the first point of entry. Apart from text-based ads, leverage display networks with relevant contextual targeting and placement targeting (specific sites within the display network). Smartly invest in Google, Yahoo, and Bing to generate relevant paid traffic that drives sales. Tip: create landing pages specific to search campaigns.

Use programmatic display: Programmatic display or audience buying is the process of buying online media via technology platforms like ad exchanges, agency trading desks, and DSPs (demand side platforms) or SSPs (supply-side platforms) rather than through manual negotiation done by media planners. Whether it is branding or direct response campaigns, programmatic display is effective in lowering eCPMs or CPAs. To learn more about programmatic display, read http://www.clickz.com/clickz/column/2165122/media-planners-programmatic-buying.

What do you think about these strategies? What strategy do you follow to save precious advertising dollars? Share your feedback via comments.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live New York Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.


Mandar Marathe

Mandar Marathe brings in more than 7 years of experience in digital marketing and web technologies. He currently heads Reprise Media's Mumbai office. On a day-to-day basis, he works with clients to service their digital marketing needs and absolutely loves his job! Prior to Reprise, Mandar has worked with Digitas (Publicis Groupe), Dell, Infosys, and 30 Dollar Finance. At various stages of his career, Mandar has worked with Fortune 100 clients to deliver digital solutions including hands on web site design and development, search marketing, social media strategy, SEO, and web analytics implementations.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!




Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.



    • E-Commerce Marketing Associate
      E-Commerce Marketing Associate (OmniVista Health) - BaltimoreOmniVista Health is looking to add an E-Commerce Marketing Associate to our expanding...
    • Front End Web Developer
      Front End Web Developer (Agora Financial) - BaltimoreAgora Financial, an independent financial publisher, has an immediate opening for a Front-End...
    • Senior Outside Sales
      Senior Outside Sales (RioSeo) - San Diego~~RioSEO is the leading provider of Local Search technology to multi-store retailers and brands. Our software...