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Marketing In Bad Economy Presentation

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According to a recent study, more than 65% of marketers expect a negative impact on their programs and budgets in 2009 due to the current economic situation. Common items being cut include on-site marketing, widespread advertising campaigns, and printed collateral. However, companies are shifting budgets to focus on search engine optimization, online advertising, public relations, social media, and relationships. Taking a strategic look at marketing programs and asking the right questions about goals, objectives, measurements, competitors, and initiative integration can help improve efficiency during difficult economic times.

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DOWN BUT NOT OUT MARKETING IN A BAD ECONOMY

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Current situation Short-term success equals long-term leadership Merging of two mindsets What are companies turning to? What are the right questions to ask when looking at your program and budget? TODAY’S DISCUSSION

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According to a recent study done by MarketingProfs: More than 65% of marketers expect a negative impact on their programs and budgets in 2009 Of those marketers, 75% expect the negative trend to last through 2010 Items and programs not essential to the core marketing program or message are naturally the first things being eliminated CURRENT SITUATION

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“ Successful companies do not abandon their marketing strategies in a recession; they adapt them.” – John Quelch, Harvard Business School MARKETSHARE TO BE HAD

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The top five items companies are cutting include: On-site marketing Widespread advertising campaigns Printed marketing collateral “Cool” items and programs Internal communications WHAT ARE COMPANIES CUTTING?

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The top five items companies are shifting budgets to include: Search engine optimization Online advertising Public relations Social media Relationships WHAT ARE COMPANIES SHIFTING TO?

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There is no magical formula but proactively taking a strategic look at your marketing program can help improve its efficiency: What larger business goals does my marketing program achieve? What are my key objectives and messages? How is my success measured? Is my internal team on board? ASKING THE RIGHT QUESTIONS

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There is no magical formula but proactively taking a strategic look at your marketing program can help improve its efficiency: What are my competitors doing that I can be taking advantage of? Which marketing initiatives are achieving their objectives? Which are not? Do the less successful programs provide another value? ASKING THE RIGHT QUESTIONS

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There is no magical formula but proactively taking a strategic look at your marketing program can help improve its efficiency: Are my initiatives operating in silos or are they integrated? How am I using my external partners? ASKING THE RIGHT QUESTIONS

More Related Content

Marketing In Bad Economy Presentation

  • 1. DOWN BUT NOT OUT MARKETING IN A BAD ECONOMY
  • 2. Current situation Short-term success equals long-term leadership Merging of two mindsets What are companies turning to? What are the right questions to ask when looking at your program and budget? TODAY’S DISCUSSION
  • 3. According to a recent study done by MarketingProfs: More than 65% of marketers expect a negative impact on their programs and budgets in 2009 Of those marketers, 75% expect the negative trend to last through 2010 Items and programs not essential to the core marketing program or message are naturally the first things being eliminated CURRENT SITUATION
  • 4. “ Successful companies do not abandon their marketing strategies in a recession; they adapt them.” – John Quelch, Harvard Business School MARKETSHARE TO BE HAD
  • 5. The top five items companies are cutting include: On-site marketing Widespread advertising campaigns Printed marketing collateral “Cool” items and programs Internal communications WHAT ARE COMPANIES CUTTING?
  • 6. The top five items companies are shifting budgets to include: Search engine optimization Online advertising Public relations Social media Relationships WHAT ARE COMPANIES SHIFTING TO?
  • 7. There is no magical formula but proactively taking a strategic look at your marketing program can help improve its efficiency: What larger business goals does my marketing program achieve? What are my key objectives and messages? How is my success measured? Is my internal team on board? ASKING THE RIGHT QUESTIONS
  • 8. There is no magical formula but proactively taking a strategic look at your marketing program can help improve its efficiency: What are my competitors doing that I can be taking advantage of? Which marketing initiatives are achieving their objectives? Which are not? Do the less successful programs provide another value? ASKING THE RIGHT QUESTIONS
  • 9. There is no magical formula but proactively taking a strategic look at your marketing program can help improve its efficiency: Are my initiatives operating in silos or are they integrated? How am I using my external partners? ASKING THE RIGHT QUESTIONS