HOW TO DO MARKETING
DURING ECONOMIC
DOWNTURN
Digital Media II
March 9, 2009
Rodrigo Polacco

AGENDA
1 MARKETING
DURING A
DOWNTURN
2
NEW
PARADIGMS
3 DO’s AND
DONT’s IN
MARKETING
DURING A
DOWNTURN
March 16, 2009 Digital Media II – Rodrigo Polacco 2

1 2 3
Less
More
March 16, 2009 Digital Media II – Rodrigo Polacco 3

1 2 3
#1
LARGE FIRMS ARE CUTTING
BUDGETS THE MOST
March 16, 2009 Digital Media II – Rodrigo Polacco 4

1 2 3
#2
SMALL FIRMS ‘CAUTIOUSLY’ GROW
BUDGETS
March 16, 2009 Digital Media II – Rodrigo Polacco 5

1 2 3
Less
More
March 16, 2009 Digital Media II – Rodrigo Polacco 6

1 2 3
#3
MARKETERS RETURN TO DIRECT
MARKETING
March 16, 2009 Digital Media II – Rodrigo Polacco 7

1 2 3
March 16, 2009 Digital Media II – Rodrigo Polacco 8

1 2 3
#4
SOMEONE IN THE FINANCIAL
DEPARTMENT EYES AN OPPORTUNITY
March 16, 2009 Digital Media II – Rodrigo Polacco 9

1 2 3
March 16, 2009 Digital Media II – Rodrigo Polacco 10

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#5
CONSUMER MARKETERS FEEL
EFFECTS MORE THAN OTHERS
March 16, 2009 Digital Media II – Rodrigo Polacco 11

1 2 3
March 16, 2009 Digital Media II – Rodrigo Polacco 12

1 2 3
#6
SALES CYCLES ARE LENGTHENING
March 16, 2009 Digital Media II – Rodrigo Polacco 13

1 2 3
Less More
March 16, 2009 Digital Media II – Rodrigo Polacco 14

1 2 3
#7
MARKETERS BOOST
ONLINE SPENDING
March 16, 2009 Digital Media II – Rodrigo Polacco 15

1 2 3
More
Less
March 16, 2009 Digital Media II – Rodrigo Polacco 16

1 2 3
#8
EMAILS TO HOUSE LIST AND WEB
2.0 SEE BIGGEST LIFT
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#9
TV AND RADIO ADS
GET LARGEST CUT
March 16, 2009 Digital Media II – Rodrigo Polacco 18

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
March 16, 2009 Digital Media II – Rodrigo Polacco 19

AGENDA
1 MARKETING
DURING A
DOWNTURN
2
NEW
PARADIGMS
3 DO’s AND
DONT’s IN
MARKETING
DURING A
DOWNTURN
March 16, 2009 Digital Media II – Rodrigo Polacco 20

1 2 3
Don’t!
Half of what I spend is wasted. The
trouble is, I just don't know which half.
Lord Leverhulme’s
16/3/2009 Digital Media II – Rodrigo Polacco 21

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During a Crisis it is time for ROI
Marketing
March 16, 2009 Digital Media II – Rodrigo Polacco 22

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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
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Some of those tools are capable of
testing and optimizing different things
March 16, 2009 Digital Media II – Rodrigo Polacco 24

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We are living in The Age of Marketing
Experimentation
March 16, 2009 Digital Media II – Rodrigo Polacco 25

AGENDA
1 MARKETING
DURING A
DOWNTURN
2
NEW
PARADIGMS
3 DO’s AND
DONT’s IN
MARKETING
DURING A
DOWNTURN
March 16, 2009 Digital Media II – Rodrigo Polacco 27

1 2 3
#1
Measure the results and let
numbers do the fighting for you
March 16, 2009 Digital Media II – Rodrigo Polacco 28

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#2
High Paid
Professional
Opinion
Don’t listen the HiPPO….
Just test, test and test
March 16, 2009 Digital Media II – Rodrigo Polacco 29

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#3
Spend more on media
dollars, less on overhead
You need to focus on your current results, not on the long-term results
March 16, 2009 Digital Media II – Rodrigo Polacco 30

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#4
Don’t enter into the more-for-
your-money race
March 16, 2009 Digital Media II – Rodrigo Polacco 31

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#5
Align your message to the
benefits
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1 2 3
#6
Keep in touch with
your customer
March 16, 2009 Digital Media II – Rodrigo Polacco 33

1 2 3
#7
Flip the funnel and turn your
costumers in advocates
March 16, 2009 Digital Media II – Rodrigo Polacco 34

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
March 16, 2009 Digital Media II – Rodrigo Polacco 35

site: http:// www.predicta.com.br
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Product Manager
…
: rpolacco@PREDICTA.com.br
: 3512-0800 Youtube: http://www.youtube.com/user/ropolacco/
March 16, 2009 Digital Media II – Rodrigo Polacco 36