HOW TO DO MARKETING
DURING ECONOMIC
DOWNTURN


 Digital Media II
 March 9, 2009
 Rodrigo Polacco
AGENDA
    1            MARKETING
                 DURING A
                 DOWNTURN

                              2
   ...
1      2         3




                     Less


                                                                 More

...
1      2         3



                                                          #1



       LARGE FIRMS ARE CUTTING
     ...
1      2         3



                                                          #2

       SMALL FIRMS ‘CAUTIOUSLY’ GROW
 ...
1      2         3




                        Less

                                                          More




  ...
1      2         3



                                                          #3



       MARKETERS RETURN TO DIRECT
  ...
1      2         3




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



                                                          #4



       SOMEONE IN THE FINANCIAL
    ...
1      2         3




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



                                                          #5



       CONSUMER MARKETERS FEEL
     ...
1      2         3




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



                                                          #6



       SALES CYCLES ARE LENGTHENING
...
1      2         3




                     Less                                        More




    March 16, 2009       ...
1      2         3



                                                          #7



                        MARKETERS BO...
1      2         3




                                                                 More




                     Less...
1      2         3



                                                          #8



       EMAILS TO HOUSE LIST AND WEB
...
1      2         3



                                                          #9



       TV AND RADIO ADS
       GET L...
HIGHLIGHTS
#1.       Large firms are cutting budgets the most
#2.       Small firms ‘cautiously’ grow budgets
#3.       Ma...
AGENDA


    1            MARKETING
                 DURING A
                 DOWNTURN

                              2
 ...
1      2        3




                    Don’t!
       Half of what I spend is wasted. The
       trouble is, I just don'...
1      2         3




       During a Crisis it is time for ROI
       Marketing




    March 16, 2009   Digital Media I...
1      2         3




       Digital Marketing provides many tools
       to measure results
       - Ad Server for Adver...
1      2         3




       Some of those tools are capable of
       testing and optimizing different things
    March ...
1      2         3




       We are living in The Age of Marketing
       Experimentation

    March 16, 2009   Digital M...
AGENDA
    1            MARKETING
                 DURING A
                 DOWNTURN

                              2
   ...
1      2         3



                                                          #1



       Measure the results and let
 ...
1      2         3



                                                                     #2

                      High ...
1      2         3



                                                                                  #3



       Spend...
1      2         3



                                                          #4



       Don’t enter into the more-for...
1      2         3



                                                          #5



       Align your message to the
   ...
1      2         3



                                                          #6
    Keep in touch with
    your custome...
1      2         3



                                                          #7



       Flip the funnel and turn your...
HIGHLIGHTS
#1. Measure the results and let numbers do the
    fighting for you
#2. Don’t listen the HiPPO…. Just test, tes...
site: http:// www.predicta.com.br
                              blog: http://blogs.predicta.com.br/namedida/
             ...
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How To Marketing During Economic Downturn Digital Media Conference

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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 Marketing During Economic Downturn Digital Media Conference

  1. 1. HOW TO DO MARKETING DURING ECONOMIC DOWNTURN Digital Media II March 9, 2009 Rodrigo Polacco
  2. 2. 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
  3. 3. 1 2 3 Less More March 16, 2009 Digital Media II – Rodrigo Polacco 3
  4. 4. 1 2 3 #1 LARGE FIRMS ARE CUTTING BUDGETS THE MOST March 16, 2009 Digital Media II – Rodrigo Polacco 4
  5. 5. 1 2 3 #2 SMALL FIRMS ‘CAUTIOUSLY’ GROW BUDGETS March 16, 2009 Digital Media II – Rodrigo Polacco 5
  6. 6. 1 2 3 Less More March 16, 2009 Digital Media II – Rodrigo Polacco 6
  7. 7. 1 2 3 #3 MARKETERS RETURN TO DIRECT MARKETING March 16, 2009 Digital Media II – Rodrigo Polacco 7
  8. 8. 1 2 3 March 16, 2009 Digital Media II – Rodrigo Polacco 8
  9. 9. 1 2 3 #4 SOMEONE IN THE FINANCIAL DEPARTMENT EYES AN OPPORTUNITY March 16, 2009 Digital Media II – Rodrigo Polacco 9
  10. 10. 1 2 3 March 16, 2009 Digital Media II – Rodrigo Polacco 10
  11. 11. 1 2 3 #5 CONSUMER MARKETERS FEEL EFFECTS MORE THAN OTHERS March 16, 2009 Digital Media II – Rodrigo Polacco 11
  12. 12. 1 2 3 March 16, 2009 Digital Media II – Rodrigo Polacco 12
  13. 13. 1 2 3 #6 SALES CYCLES ARE LENGTHENING March 16, 2009 Digital Media II – Rodrigo Polacco 13
  14. 14. 1 2 3 Less More March 16, 2009 Digital Media II – Rodrigo Polacco 14
  15. 15. 1 2 3 #7 MARKETERS BOOST ONLINE SPENDING March 16, 2009 Digital Media II – Rodrigo Polacco 15
  16. 16. 1 2 3 More Less March 16, 2009 Digital Media II – Rodrigo Polacco 16
  17. 17. 1 2 3 #8 EMAILS TO HOUSE LIST AND WEB 2.0 SEE BIGGEST LIFT March 16, 2009 Digital Media II – Rodrigo Polacco 17
  18. 18. 1 2 3 #9 TV AND RADIO ADS GET LARGEST CUT March 16, 2009 Digital Media II – Rodrigo Polacco 18
  19. 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 March 16, 2009 Digital Media II – Rodrigo Polacco 19
  20. 20. 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
  21. 21. 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
  22. 22. 1 2 3 During a Crisis it is time for ROI Marketing March 16, 2009 Digital Media II – Rodrigo Polacco 22
  23. 23. 1 2 3 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 March 16, 2009 Digital Media II – Rodrigo Polacco 23
  24. 24. 1 2 3 Some of those tools are capable of testing and optimizing different things March 16, 2009 Digital Media II – Rodrigo Polacco 24
  25. 25. 1 2 3 We are living in The Age of Marketing Experimentation March 16, 2009 Digital Media II – Rodrigo Polacco 25
  26. 26. 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
  27. 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
  28. 28. 1 2 3 #2 High Paid Professional Opinion Don’t listen the HiPPO…. Just test, test and test March 16, 2009 Digital Media II – Rodrigo Polacco 29
  29. 29. 1 2 3 #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
  30. 30. 1 2 3 #4 Don’t enter into the more-for- your-money race March 16, 2009 Digital Media II – Rodrigo Polacco 31
  31. 31. 1 2 3 #5 Align your message to the benefits March 16, 2009 Digital Media II – Rodrigo Polacco 32
  32. 32. 1 2 3 #6 Keep in touch with your customer March 16, 2009 Digital Media II – Rodrigo Polacco 33
  33. 33. 1 2 3 #7 Flip the funnel and turn your costumers in advocates March 16, 2009 Digital Media II – Rodrigo Polacco 34
  34. 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
  35. 35. site: http:// www.predicta.com.br blog: http://blogs.predicta.com.br/namedida/ fundação: http://www.predicta.org/ 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/ Rodrigo Polacco Blog: http://www.polacco.com.br/ Blip.fm: http://blip.fm/polacco/ Product Manager … : rpolacco@PREDICTA.com.br : 3512-0800 Youtube: http://www.youtube.com/user/ropolacco/ March 16, 2009 Digital Media II – Rodrigo Polacco 36
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