GUEST AUTHOR – MARKETING STRATEGY
ADELEPETTpointsout
someofthesmarttactics
directmarketerscanemploy
Turning a crisis into an
toachieveprofitabilityinan
economicdownturn.
Reduced
Intoday’sclimate,consumers However,despitethe particularwhenintegratedwith
arefacedwithsomeofthemost recession,thefundamentalrules digitalchannels,isaproven
marketingin
economicallychallengingtimes ofmarketingremainthesame. effectivetoolfordrivingtraffic
theyhaveeverexperienced. Resultsarenaturallymost towebsites,allowingmarketers
adownturn
Spendingisinfastdecline effectivewhenactivityis tointeractwiththeircustomers
andgeneralconfidenceatanall sustainedandintegrated,so inrealtime.Alsoduetoitscost
detractsfrom timelow,somanycompanies reducedmarketingina effectiveandpersonalised
thecumulative
arepreparingforasomewhat downturnnotonlyrisks nature,itallowscompaniesto
bleakfuture. diminishingtheprospectsof strengthenexistinganddevelop
effectthat
Asstrongrepercussionsof generatingimmediatesales,but newrelationshipswith
thiscrisisresonateacrossthe alsodetractsfromthe customersatareasonablecost.
drives
marketingindustry,companies cumulativeeffectthatdrivesthe However,sincecreativity
arehastilyrevisingtheirtactics awarenessandpreferencefor representsthecruxofevery
awareness inreactiontothedownturnby productsandservices. campaign,marketersalsoneed
andpreference
eithermaintainingorincreasing toworkhardertomakesurethis
marketingspend,ormaking Confidenceandstability elementisnevercompromised.
forproducts
marketingthefirstcasualtyof Companiesthatdomarket Inaddition,withmore
theircost-cuttingexercises. themselvesinthesedifficult consumersstayingintosave
andservices.
Thesepolarisingapproaches times,projecttheimageof money,directmailcanengage
willdoubtlesshaveastrong confidence,strengthand directlywiththemattheir
impactonpositioningand stabilityandarethereforemore homes.
visibilityinthelongerterm, likelytoattractprospects. So,byembracingthese
whichpotentially Asaresult,therealemphasis tactics,marketerscandeliver
manycompanies, shouldbeonadaptingand effectivecampaignsinlinewith
withcut sharpeningthefocusof reducedbudgets.
budgets,are marketingactivity,whichmay
overlooking. involveexpandingsome Relevantandeffective
elementssuchasDMwhile Ingeneral,forthedirect
reducingthosewithaless marketingindustry,utilising
demonstrableROI.Although,the accuratedatasourcesand
factremains,somecompanies statisticalmodellingisessential
willreducemarketingspend tocreaterelevantandeffective
basedonshort-term,knee-jerk DMcampaigns.
decisions;ifthishappenswithin Sincedatahasadvancedso
themarket,itcreates significantly,theextentof
subsequentopportunitiesfor consumerdataavailableallows
competitorstoenteryourspace marketerstogainafar
andwinnewbusinessatthe strongerunderstandingof
expenseofthesecompanies. theircustomers.
Inthisrecession,companies Asaresult,thedemandfor
arefindingthemselvesunder moreaccuratesourcesis
increasingpressuretojustify increasingtwo-fold.Companies
spendversusROI.Overall, shouldmakesuretheyinvestin
activitysuchase-marketing, datacleansingandqualitylists
directmailandtelemarketing fromonlythemostreputableof
createsstrongleadgeneration sourcesandavoidcutting
andenablesefficient cornersbyusingout-of-datelists
measurementofROI. orbuyinginlowcostpoorly
Directmarketing,in targeteddatabases,asthiscould
32 June2009
www.dmi-news.com
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