Read the news and things seem rather bleak. It’s the worst economy since the Great Depression. And some people believe we’re doomed for another one. Maybe so. The economy runs in cycles – ups and downs, curve balls, sliders, dips and trips … they’re all a part of the game.
The old adage, “It’s not whether you win or lose, but how you play the game” is true in marketing as well. However, if you play the game the right way, you’ll win. Or at least you won’t lose.
Savvy marketers are going online. In fact, most of them already have. Direct mail professionals are now using e-mail marketing to great advantage. Radio and TV advertisers are using podcast and video marketing. News print advertisers have converted to PPC. There’s no better billboard than an elegant website design. Couple that with top-notch search engine optimization and an effective social media campaign and you’ve got a winning Web presence.
The Internet is a tool. Like all practical tools, it requires some creativity and resourcefulness. And you might have to learn its vast abilities and limitations. But learn you should.
Internet marketers who have been around a while have learned that you can often be more effective in reaching the right audience on a smaller budget than you ever can with traditional marketing. In a bad economy, don’t follow those who kill their marketing budgets. That often kills their businesses. Instead, take your current budget, reduce it, and take to the Internet. You’ll likely find your effectiveness is increased and your bottom line widened.
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