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With the world economy in a Downturn, and some recent signs show that the Brazilian economy also did not walk at full steam in the year 2009, although the numbers remain interesting. Therefore, the performance of the economy changes significantly and the priorities of marketing professionals, who need to adapt their plans to the reality of cuts in investment and reduce costs.
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HOW TO DO MARKETING DURING ECONOMIC DOWNTURN
Digital Media II March 9, 2009 Rodrigo Polacco !
April 12, 2023 Digital Media II – Rodrigo Polacco 2
AGENDAMARKETING DURING A DOWNTURN
1
NEW PARADIGMS
2
DO’s AND DONT’s IN MARKETING DURING A DOWNTURN
3
April 12, 2023 Digital Media II – Rodrigo Polacco 3
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LARGE FIRMS ARE CUTTING BUDGETS THE MOST
# 1
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SMALL FIRMS ‘CAUTIOUSLY’ GROW BUDGETS
# 2
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April 12, 2023 Digital Media II – Rodrigo Polacco 7
MARKETERS RETURN TO DIRECT MARKETING
# 31 2 3
April 12, 2023 Digital Media II – Rodrigo Polacco 8
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SOMEONE IN THE FINANCIAL DEPARTMENT EYES AN OPPORTUNITY
# 4
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CONSUMER MARKETERS FEEL EFFECTS MORE THAN OTHERS
# 5
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SALES CYCLES ARE LENGTHENING
# 6
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MARKETERS BOOST ONLINE SPENDING
# 7
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April 12, 2023 Digital Media II – Rodrigo Polacco 17
EMAILS TO HOUSE LIST AND WEB 2.0 SEE BIGGEST LIFT
# 81 2 3
April 12, 2023 Digital Media II – Rodrigo Polacco 18
TV AND RADIO ADS GET LARGEST CUT
# 91 2 3
April 12, 2023 Digital Media II – Rodrigo Polacco 19
HIGHLIGHTS
#1. Large firms are cutting budgets the most#2. Small firms ‘cautiously’ grow budgets#3. Marketers return to direct marketing#4. Someone in the financial department eyes an
opportunity#5. Consumer marketers feel effects more than others#6. Sales cycles are lengthening#7. Marketers boost online spending#8. emails to house list and web 2.0 see biggest lift#9. TV and radio ads get largest cut
April 12, 2023 Digital Media II – Rodrigo Polacco 20
AGENDAMARKETING DURING A DOWNTURN
1
NEW PARADIGMS
2
DO’s AND DONT’s IN MARKETING DURING A DOWNTURN
3
04/12/2023 Digital Media II – Rodrigo Polacco 21
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Half of what I spend is wasted. The trouble is, I just don't know which half.
Lord Leverhulme’sDon’t!
April 12, 2023 Digital Media II – Rodrigo Polacco 22
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During a Crisis it is time for ROI Marketing
April 12, 2023 Digital Media II – Rodrigo Polacco 23
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Digital Marketing provides many tools to measure results- Ad Server for Advertisers- Ad Server for Publishers- Web Analytics- e-Mail Marketing- Mobile Analytics- Mobile Ad Server- Web Server Statistics- e-Survey Systems- Feedback Systems
April 12, 2023 24Digital Media II – Rodrigo Polacco
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Some of those tools are capable of testing and optimizing different things
April 12, 2023 Digital Media II – Rodrigo Polacco 25
We are living in The Age of Marketing Experimentation
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April 12, 2023 Digital Media II – Rodrigo Polacco 27
AGENDAMARKETING DURING A DOWNTURN
1
NEW PARADIGMS
2
DO’s AND DONT’s IN MARKETING DURING A DOWNTURN
3
1 2 3
April 12, 2023 Digital Media II – Rodrigo Polacco 28
Measure the results and let numbers do the fighting for you
# 1
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Don’t listen the HiPPO….Just test, test and test
# 2
High Paid Professional
Opinion
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April 12, 2023 Digital Media II – Rodrigo Polacco 30
Spend more on media dollars, less on overhead
# 3
You need to focus on your current results, not on the long-term results
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April 12, 2023 Digital Media II – Rodrigo Polacco 31
Don’t enter into the more-for-your-money race
# 4
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April 12, 2023 Digital Media II – Rodrigo Polacco 32
Align your message to the benefits
# 5
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Keep in touch with your customer
# 6
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# 7
Flip the funnel and turn your costumers in advocates
April 12, 2023 Digital Media II – Rodrigo Polacco 35
HIGHLIGHTS
#1. Measure the results and let numbers do the fighting for you
#2. Don’t listen the HiPPO…. Just test, test and test#3. Spend more on media dollars, less on overhead#4. Don’t enter into the more-for-your-money race#5. Align your message to the benefits#6. Keep in touch with your customer#7. Flip the funnel and turn your costumers in
advocates
April 12, 2023 Digital Media II – Rodrigo Polacco 36
Rodrigo PolaccoProduct Manager: rpolacco@PREDICTA.com.br: 3512-0800
site: http:// www.predicta.com.brblog: http://blogs.predicta.com.br/namedida/fundação: http://www.predicta.org/
NAMASTÊ!
Linkedin: http://www.linkedin.com/in/rodrigopolacco/Twitter: http://www.twitter.com/polacco/Naymz: http://www.naymz.com/search/rodrigo/polacco/2178498/Flickr: http://www.flickr.com/Blog: http://imediato.blogspot.com/Blog: http://www.polacco.com.br/Blip.fm: http://blip.fm/polacco/…Youtube: http://www.youtube.com/user/ropolacco/
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