Marketers
Cutting Offline Tactics in Recessionary Economy
SUMMARY: All marketing tactics
get more scrutiny during a recessionary economy.
Here is a glance at how marketers expect to
tailor their traditional offline tactics when
evaluating their spending.
Let’s look this week at traditional offline
marketing tactics through the lens of the
economic downturn.
Telemarketing enjoys the best ratio of the
offline tactics. Nearly as many marketers plan
to increase their spending as decrease it.
‘Tele-nurturing’ might be a better word than
tele-sales or telemarketing; most organizations
are not making cold calls. The tactic also
benefits from being a measurable and direct line
to prospects.
Direct mail has experienced a decline in
efficiency over recent years. But it remains a
reliable tactic that produces strong results for
companies in all industries and products. For
many companies, however, the direct mail budget
is a place to cut. In place of glossy brochures
or dimensional mailings, expect to see a
proliferation of postcards and personalized
letters, which can be produced at less cost.
Events are already suffering in the fourth
quarter and can be expected to hurt for some or
all of 2009. Conference attendance is down,
spurring deep discounts across many industries.
The effects are being felt among sponsors as
well; they are choosing smaller displays or
attending rather than exhibiting. A
MarketingSherpa study last June indicated that
some types of conference attendance would drop
by approximately 10% over the next 12 months.
The state of the economy may deepen that
decline.
Radio and TV are getting hit hard, with ample
evidence to support the downturn. Spending on
broadcast media, in particular, is expensive and
one of the first places to see a cut.
Print advertising has been under pressure for
some time and the downturn isn’t helping. The
migration of advertisers to online offerings of
traditional publishers didn’t show a one-to-one
match of dollars even before the recessionary
economy. Today, all marketers are trimming their
print budgets, renegotiating for more favorable
rates or both.
(Source: MarketingSherpa.com)
SK Kor
Internet Marketing Consultant
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