SlideShare a Scribd company logo
10                             Ways Digital Can Help You

          Thrive In A Recession
David Armano
VP | Critical Mass
Logic + Emotion | darmano.typepad.com
Twitter: @armano
                                                  criticalmass.com
The question isn’t if we’re heading into a recession. It’s
how bad will it be—and what we learn from it? As
marketing budgets feel the squeeze of the housing crisis
and a slowing U.S. Economy, now is a good time to think
about opportunities.

That’s right. Opportunities. It just happens that the digital
medium could be your best friend in a time when belts
tighten. Here’s a few though starters for how digital can
help your business or brand thrive in a recession:

  Photo Uploaded to Flickr By: Photogrammaton
1 Live by the rules of The Beta Economy
No other medium allows you to launch, test, re-launch, test,
measure, tweak, re-tweak, evolve, re-launch, quite like the
Web. Folks like Guy Kawasaki and Seth Godin preach
about this all the time. Guy launched his Truemors service
on a shoestring budget and uses Twitter to
promote it. When budgets get cut—look to digital for new
ways of testing    out ideas vs. big bang and
big budget initiatives (think Bud.TV)
2  Leverage Existing Platforms
Why build from scratch when you can use
Wordpress as a CMS, Basecamp as a collaboration tool
and Concept Share as a way to co-create. Now is a great
time to dig into the already existing platforms
(in addition to existing social networks). While building from
scratch has its place, there are more options than ever to
tap into a service that just might do   the job.
3   Switch Tubes
Consider skipping mass TV all together.
It worked for BMW films and with YouTube firmly in
place—it can even work with less production values and
high priced talent. Consider ways to make the participant
the star.
4   Don’t Just Entertain, Engage
When we turned on our “Always in Beta” cam for the first
time—we noticed something immediately. People who
were using it on either side were engaged. In fact, they
were captivated. The simple act of live video and live
chat using free 2.0 tools ended up being a practical way to
engage users. The next time you think about adding
special effects worthy of Lucas Arts to your program—think
up alternatives as well.
5    Orchestrate Infinite Touch Points
Don’t put all your digital eggs in one basket like a site or
banner campaign—look at smart ways to distribute the
experience across as many touch points as possible.
Be smart about it. Think about how your user thinks and
acts digitally and meet them on their turf. Of course this
doesn’t have to be digital—but in a recession, you might
get more bang for your buck.
6   Prototype Often
Digital tools allow us to prototype rapidly. Sure we can
start with paper—but why? Digital does not equal high
fidelity—use the tools available to use bring new ideas to
life which can help sell ideas during a time when everyone
thinks about the bottom line. Embrace speed.
Break a few rules. Make your digital ideas tangible as
soon as possible.
7    Trade Focus Groups For Digital Ethnography
Research doesn’t have to go out the window as budgets
get squeezed. Look to the internet for insights.
Social Networks and search engines can be rich
ethnography tools. I’m not advocating to abandon field
research—but before you slash that discovery phase, think
about how digital can be used to find things about the
behavior of your target.
8    Think Outside The Banner
The recession presents a great opportunity to think about
traditional media buys such as banners differently. Online
banners are usually the first line of offense in a digital
initiative—but there are ways to think about them
differently. Quality may replace quantity—Apple’s recent
entry into the online banner space taught us that banners
can still work—but the ROI improves with creativity. If
you’re going to go with online banners, less could be more
and creativity may be the best tool in your box.
9       Embrace Delight By Functionality
   Listen to Jared Spool when he talks about delight by
   functionality. When tempted to cut budgets in digital
   product functionality—think again. Adding or improving
   existing functionality may lead to product preference
   which increases revenue, sales and even saves money. All
   good things in a recession.




Photo Uploaded to Flickr By: rodcorp
10          Listen
 Digital gives you many ways to listen to customers –
 from direct engagement like Dell’s IdeaStorm to simple
 surveys or even A:B testing. All are excellent examples of
 using digital to turn up the volume on customer desires.
 Those brands that do the best job listening will weather any
 downturn. Listening doesn’t always mean doing exactly
 what the customer tells you—but it can make what you
 decide to do that much better.

Photo Uploaded to Flickr By: Bluepeony
10                             Ways Digital Can Help You

          Thrive In A Recession
David Armano
VP | Critical Mass
Logic + Emotion | darmano.typepad.com
Twitter: @armano
                                                  criticalmass.com

More Related Content

What's hot

The Future of Business Citizenship - People's Insights Magazine
The Future of Business Citizenship - People's Insights MagazineThe Future of Business Citizenship - People's Insights Magazine
The Future of Business Citizenship - People's Insights Magazine
MSL
 
No Digital Strategy
No Digital StrategyNo Digital Strategy
No Digital Strategy
Riku Vassinen
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
Ogilvy Consulting
 
This is the year that was in B2B Marketing crunched
This is the year that was in B2B Marketing crunchedThis is the year that was in B2B Marketing crunched
This is the year that was in B2B Marketing crunched
Earnest
 
R Systems’ Profile available on Microsoft Public Sector Global Outlook Direct...
R Systems’ Profile available on Microsoft Public Sector Global Outlook Direct...R Systems’ Profile available on Microsoft Public Sector Global Outlook Direct...
R Systems’ Profile available on Microsoft Public Sector Global Outlook Direct...
R Systems International
 
Social Media Integration Survey
Social Media Integration SurveySocial Media Integration Survey
Social Media Integration Survey
Steven Van Belleghem
 
Measuring Social Return on Investment
Measuring Social Return on Investment Measuring Social Return on Investment
Measuring Social Return on Investment
Goodbuzz Inc.
 
Top 10 Digital Transformation Trends for 2017
Top 10 Digital Transformation Trends for 2017Top 10 Digital Transformation Trends for 2017
Top 10 Digital Transformation Trends for 2017
Daniel Newman
 
Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
Society of Digital Agencies (SoDA) 2011 Digital Marketing OutlookSociety of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
Society of Digital Agencies
 
Let's Break Tradition: Virtual Reality in Public Relations
Let's Break Tradition: Virtual Reality in Public RelationsLet's Break Tradition: Virtual Reality in Public Relations
Let's Break Tradition: Virtual Reality in Public Relations
MSL
 
Does Generation Z hate our ads?
Does Generation Z hate our ads? Does Generation Z hate our ads?
Does Generation Z hate our ads?
Michael Paredrakos
 
Make $1000 Per Day
Make $1000 Per Day Make $1000 Per Day
Make $1000 Per Day
RashYahampath
 
The Little Blue Book of Social Transformation
The Little Blue Book of Social TransformationThe Little Blue Book of Social Transformation
The Little Blue Book of Social Transformation
Brian Solis
 
CES 2013: Big Ideas
CES 2013: Big IdeasCES 2013: Big Ideas
CES 2013: Big Ideas
MSL
 
Design In Tech Report 2016
Design In Tech Report 2016Design In Tech Report 2016
Design In Tech Report 2016
John Maeda
 
Community Manager Insights for 2013
Community Manager Insights for 2013Community Manager Insights for 2013
Community Manager Insights for 2013
Get Satisfaction
 
Digiday: ON MEDIA Summary
Digiday: ON MEDIA SummaryDigiday: ON MEDIA Summary
Digiday: ON MEDIA Summary
Jillian Tate
 
AIMIA The Connected Consumer Conference | MashUp CX on Customer Experience
AIMIA The Connected Consumer Conference | MashUp CX on Customer ExperienceAIMIA The Connected Consumer Conference | MashUp CX on Customer Experience
AIMIA The Connected Consumer Conference | MashUp CX on Customer Experience
brittneygraham16
 
Optimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside OutOptimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside Out
MSL
 
E book - affiliate marketing
E book - affiliate marketingE book - affiliate marketing
E book - affiliate marketing
ERRABEHY
 

What's hot (20)

The Future of Business Citizenship - People's Insights Magazine
The Future of Business Citizenship - People's Insights MagazineThe Future of Business Citizenship - People's Insights Magazine
The Future of Business Citizenship - People's Insights Magazine
 
No Digital Strategy
No Digital StrategyNo Digital Strategy
No Digital Strategy
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
 
This is the year that was in B2B Marketing crunched
This is the year that was in B2B Marketing crunchedThis is the year that was in B2B Marketing crunched
This is the year that was in B2B Marketing crunched
 
R Systems’ Profile available on Microsoft Public Sector Global Outlook Direct...
R Systems’ Profile available on Microsoft Public Sector Global Outlook Direct...R Systems’ Profile available on Microsoft Public Sector Global Outlook Direct...
R Systems’ Profile available on Microsoft Public Sector Global Outlook Direct...
 
Social Media Integration Survey
Social Media Integration SurveySocial Media Integration Survey
Social Media Integration Survey
 
Measuring Social Return on Investment
Measuring Social Return on Investment Measuring Social Return on Investment
Measuring Social Return on Investment
 
Top 10 Digital Transformation Trends for 2017
Top 10 Digital Transformation Trends for 2017Top 10 Digital Transformation Trends for 2017
Top 10 Digital Transformation Trends for 2017
 
Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
Society of Digital Agencies (SoDA) 2011 Digital Marketing OutlookSociety of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
 
Let's Break Tradition: Virtual Reality in Public Relations
Let's Break Tradition: Virtual Reality in Public RelationsLet's Break Tradition: Virtual Reality in Public Relations
Let's Break Tradition: Virtual Reality in Public Relations
 
Does Generation Z hate our ads?
Does Generation Z hate our ads? Does Generation Z hate our ads?
Does Generation Z hate our ads?
 
Make $1000 Per Day
Make $1000 Per Day Make $1000 Per Day
Make $1000 Per Day
 
The Little Blue Book of Social Transformation
The Little Blue Book of Social TransformationThe Little Blue Book of Social Transformation
The Little Blue Book of Social Transformation
 
CES 2013: Big Ideas
CES 2013: Big IdeasCES 2013: Big Ideas
CES 2013: Big Ideas
 
Design In Tech Report 2016
Design In Tech Report 2016Design In Tech Report 2016
Design In Tech Report 2016
 
Community Manager Insights for 2013
Community Manager Insights for 2013Community Manager Insights for 2013
Community Manager Insights for 2013
 
Digiday: ON MEDIA Summary
Digiday: ON MEDIA SummaryDigiday: ON MEDIA Summary
Digiday: ON MEDIA Summary
 
AIMIA The Connected Consumer Conference | MashUp CX on Customer Experience
AIMIA The Connected Consumer Conference | MashUp CX on Customer ExperienceAIMIA The Connected Consumer Conference | MashUp CX on Customer Experience
AIMIA The Connected Consumer Conference | MashUp CX on Customer Experience
 
Optimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside OutOptimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside Out
 
E book - affiliate marketing
E book - affiliate marketingE book - affiliate marketing
E book - affiliate marketing
 

Viewers also liked

Ideas & wisdom
Ideas & wisdomIdeas & wisdom
Ideas & wisdom
aditya kashyap
 
Seven Disciplines of the Independent Publisher
Seven Disciplines of the Independent PublisherSeven Disciplines of the Independent Publisher
Seven Disciplines of the Independent Publisher
Ted Witt
 
Important Leadership Traits for Entrepreneurs to Thrive in Tough Times
Important Leadership Traits for Entrepreneurs to Thrive in Tough TimesImportant Leadership Traits for Entrepreneurs to Thrive in Tough Times
Important Leadership Traits for Entrepreneurs to Thrive in Tough Times
Abhishek Shah
 
"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012
"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012
"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012
Blend Interactive
 
Brain Rules
Brain RulesBrain Rules
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
Blend Interactive
 
Personality Test "Select a Shape"
Personality Test  "Select a Shape"Personality Test  "Select a Shape"
Personality Test "Select a Shape"
Jo Balucanag - Bitonio
 
Dr. Phils Personality Test [Amazing]
Dr. Phils Personality Test  [Amazing]Dr. Phils Personality Test  [Amazing]
Dr. Phils Personality Test [Amazing]
Sreenath S
 
"Creating a Methodology: The Myth of Perfection" - Now What? Conference 2014
"Creating a Methodology: The Myth of Perfection" - Now What? Conference 2014"Creating a Methodology: The Myth of Perfection" - Now What? Conference 2014
"Creating a Methodology: The Myth of Perfection" - Now What? Conference 2014
Blend Interactive
 
Psychology Test
Psychology TestPsychology Test
Psychology Test
MaureenWard
 
Dr. Martin Luther King, Jr.
Dr. Martin Luther King, Jr.Dr. Martin Luther King, Jr.
Dr. Martin Luther King, Jr.
Keith White Sr
 
Link Building for Bloggers
Link Building for BloggersLink Building for Bloggers
Link Building for Bloggers
Gregory Ciotti
 
Obrade Dieste Jessica Rial- Natalia Carril 4ºA
Obrade Dieste Jessica Rial- Natalia Carril  4ºAObrade Dieste Jessica Rial- Natalia Carril  4ºA
Obrade Dieste Jessica Rial- Natalia Carril 4ºA
guest80ebf5f
 
Van Davis Resume DOC
Van Davis Resume DOCVan Davis Resume DOC
Van Davis Resume DOC
Van L. Davis
 
Presentación agencia idea:Programa Campus
Presentación agencia idea:Programa CampusPresentación agencia idea:Programa Campus
Presentación agencia idea:Programa Campus
UPOemprende
 
Barter for Hotels and Resorts
Barter for Hotels and ResortsBarter for Hotels and Resorts
Barter for Hotels and Resorts
Selina Markham
 
Intro to cardiology
Intro to cardiologyIntro to cardiology
Intro to cardiology
Kimberly Altavesta
 
Impresoras 3 d
Impresoras 3 dImpresoras 3 d
Impresoras 3 d
nicopep
 
Cuadro de la temporalidad de un lustro
Cuadro de la temporalidad de un lustroCuadro de la temporalidad de un lustro
Cuadro de la temporalidad de un lustro
Maria Moguel Herrera
 

Viewers also liked (20)

Ideas & wisdom
Ideas & wisdomIdeas & wisdom
Ideas & wisdom
 
Seven Disciplines of the Independent Publisher
Seven Disciplines of the Independent PublisherSeven Disciplines of the Independent Publisher
Seven Disciplines of the Independent Publisher
 
Important Leadership Traits for Entrepreneurs to Thrive in Tough Times
Important Leadership Traits for Entrepreneurs to Thrive in Tough TimesImportant Leadership Traits for Entrepreneurs to Thrive in Tough Times
Important Leadership Traits for Entrepreneurs to Thrive in Tough Times
 
"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012
"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012
"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012
 
Brain Rules
Brain RulesBrain Rules
Brain Rules
 
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
 
Personality Test "Select a Shape"
Personality Test  "Select a Shape"Personality Test  "Select a Shape"
Personality Test "Select a Shape"
 
Dr. Phils Personality Test [Amazing]
Dr. Phils Personality Test  [Amazing]Dr. Phils Personality Test  [Amazing]
Dr. Phils Personality Test [Amazing]
 
"Creating a Methodology: The Myth of Perfection" - Now What? Conference 2014
"Creating a Methodology: The Myth of Perfection" - Now What? Conference 2014"Creating a Methodology: The Myth of Perfection" - Now What? Conference 2014
"Creating a Methodology: The Myth of Perfection" - Now What? Conference 2014
 
Psychology Test
Psychology TestPsychology Test
Psychology Test
 
Dr. Martin Luther King, Jr.
Dr. Martin Luther King, Jr.Dr. Martin Luther King, Jr.
Dr. Martin Luther King, Jr.
 
Link Building for Bloggers
Link Building for BloggersLink Building for Bloggers
Link Building for Bloggers
 
Obrade Dieste Jessica Rial- Natalia Carril 4ºA
Obrade Dieste Jessica Rial- Natalia Carril  4ºAObrade Dieste Jessica Rial- Natalia Carril  4ºA
Obrade Dieste Jessica Rial- Natalia Carril 4ºA
 
skydrive_word_doc
skydrive_word_docskydrive_word_doc
skydrive_word_doc
 
Van Davis Resume DOC
Van Davis Resume DOCVan Davis Resume DOC
Van Davis Resume DOC
 
Presentación agencia idea:Programa Campus
Presentación agencia idea:Programa CampusPresentación agencia idea:Programa Campus
Presentación agencia idea:Programa Campus
 
Barter for Hotels and Resorts
Barter for Hotels and ResortsBarter for Hotels and Resorts
Barter for Hotels and Resorts
 
Intro to cardiology
Intro to cardiologyIntro to cardiology
Intro to cardiology
 
Impresoras 3 d
Impresoras 3 dImpresoras 3 d
Impresoras 3 d
 
Cuadro de la temporalidad de un lustro
Cuadro de la temporalidad de un lustroCuadro de la temporalidad de un lustro
Cuadro de la temporalidad de un lustro
 

Similar to 10 Ways Digital Can Help You Thrive in a Recession

10 Ways Digital Can Help You Thrive in a Recession
10 Ways Digital Can Help You Thrive in a Recession10 Ways Digital Can Help You Thrive in a Recession
10 Ways Digital Can Help You Thrive in a Recession
Critical Mass
 
Digital Transformation Failure
Digital Transformation FailureDigital Transformation Failure
Digital Transformation Failure
Frederik Bernard
 
Virgin Media Business: The 7Cs of digital marketing
Virgin Media Business: The 7Cs of digital marketingVirgin Media Business: The 7Cs of digital marketing
Virgin Media Business: The 7Cs of digital marketing
Virgin Media Business
 
Injecting digital into your brand’s DNA.
Injecting digital into your brand’s DNA.Injecting digital into your brand’s DNA.
Injecting digital into your brand’s DNA.
Manoj Kandasamy
 
Digital transformation studies linkedin
Digital transformation studies linkedinDigital transformation studies linkedin
Digital transformation studies linkedin
Claudete Mello
 
digital marketing basics
digital marketing basicsdigital marketing basics
digital marketing basics
Ramesh Safare
 
How Your Business Model Impacts Your Product
How Your Business Model Impacts Your ProductHow Your Business Model Impacts Your Product
How Your Business Model Impacts Your Product
Christina Lucey
 
Bw The Innovation Deficit Tax
Bw The Innovation Deficit TaxBw The Innovation Deficit Tax
Bw The Innovation Deficit Tax
Raphael Louis Vitón
 
Digital Class: Cultural Branding, Build the Brands Future in the Digital Worl...
Digital Class: Cultural Branding, Build the Brands Future in the Digital Worl...Digital Class: Cultural Branding, Build the Brands Future in the Digital Worl...
Digital Class: Cultural Branding, Build the Brands Future in the Digital Worl...
Simba Events
 
Genesis Startup Master Class
Genesis Startup Master ClassGenesis Startup Master Class
Genesis Startup Master Class
Accelerate Project
 
Genesis
GenesisGenesis
Genesis
Omar Mohout
 
Aji Issac Mathew CXOs & Digital Marketing - Role CXOs Must Play in First 7 Steps
Aji Issac Mathew CXOs & Digital Marketing - Role CXOs Must Play in First 7 StepsAji Issac Mathew CXOs & Digital Marketing - Role CXOs Must Play in First 7 Steps
Aji Issac Mathew CXOs & Digital Marketing - Role CXOs Must Play in First 7 Steps
Indus Net Technologies
 
Tạp trí Internet Marketing Số 20 - MAR 2013
Tạp trí Internet Marketing Số 20 - MAR 2013Tạp trí Internet Marketing Số 20 - MAR 2013
Tạp trí Internet Marketing Số 20 - MAR 2013
Nguyễn Văn Mạnh
 
Product-Startup-Founders-Rulebook-atc.pdf
Product-Startup-Founders-Rulebook-atc.pdfProduct-Startup-Founders-Rulebook-atc.pdf
Product-Startup-Founders-Rulebook-atc.pdf
Darryl Jose
 
Digital marketingtoolsmagazinejan2010pgs1 25
Digital marketingtoolsmagazinejan2010pgs1 25Digital marketingtoolsmagazinejan2010pgs1 25
Digital marketingtoolsmagazinejan2010pgs1 25
JennifBrown
 
Data and Creativity - Choices in Digital Marketing
Data and Creativity - Choices in Digital MarketingData and Creativity - Choices in Digital Marketing
Data and Creativity - Choices in Digital Marketing
Royal Holloway, University of London
 
Customer first without compromise
Customer first without compromiseCustomer first without compromise
Customer first without compromise
Steven Van Belleghem
 
Customer first without compromise
Customer first without compromiseCustomer first without compromise
Customer first without compromise
Peter Hinssen
 
Biz miz o1 m3_u3.1_r2_k(vl_sdl)
Biz miz o1 m3_u3.1_r2_k(vl_sdl)Biz miz o1 m3_u3.1_r2_k(vl_sdl)
Biz miz o1 m3_u3.1_r2_k(vl_sdl)
EmanuelePristera
 
Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016
We Are Social
 

Similar to 10 Ways Digital Can Help You Thrive in a Recession (20)

10 Ways Digital Can Help You Thrive in a Recession
10 Ways Digital Can Help You Thrive in a Recession10 Ways Digital Can Help You Thrive in a Recession
10 Ways Digital Can Help You Thrive in a Recession
 
Digital Transformation Failure
Digital Transformation FailureDigital Transformation Failure
Digital Transformation Failure
 
Virgin Media Business: The 7Cs of digital marketing
Virgin Media Business: The 7Cs of digital marketingVirgin Media Business: The 7Cs of digital marketing
Virgin Media Business: The 7Cs of digital marketing
 
Injecting digital into your brand’s DNA.
Injecting digital into your brand’s DNA.Injecting digital into your brand’s DNA.
Injecting digital into your brand’s DNA.
 
Digital transformation studies linkedin
Digital transformation studies linkedinDigital transformation studies linkedin
Digital transformation studies linkedin
 
digital marketing basics
digital marketing basicsdigital marketing basics
digital marketing basics
 
How Your Business Model Impacts Your Product
How Your Business Model Impacts Your ProductHow Your Business Model Impacts Your Product
How Your Business Model Impacts Your Product
 
Bw The Innovation Deficit Tax
Bw The Innovation Deficit TaxBw The Innovation Deficit Tax
Bw The Innovation Deficit Tax
 
Digital Class: Cultural Branding, Build the Brands Future in the Digital Worl...
Digital Class: Cultural Branding, Build the Brands Future in the Digital Worl...Digital Class: Cultural Branding, Build the Brands Future in the Digital Worl...
Digital Class: Cultural Branding, Build the Brands Future in the Digital Worl...
 
Genesis Startup Master Class
Genesis Startup Master ClassGenesis Startup Master Class
Genesis Startup Master Class
 
Genesis
GenesisGenesis
Genesis
 
Aji Issac Mathew CXOs & Digital Marketing - Role CXOs Must Play in First 7 Steps
Aji Issac Mathew CXOs & Digital Marketing - Role CXOs Must Play in First 7 StepsAji Issac Mathew CXOs & Digital Marketing - Role CXOs Must Play in First 7 Steps
Aji Issac Mathew CXOs & Digital Marketing - Role CXOs Must Play in First 7 Steps
 
Tạp trí Internet Marketing Số 20 - MAR 2013
Tạp trí Internet Marketing Số 20 - MAR 2013Tạp trí Internet Marketing Số 20 - MAR 2013
Tạp trí Internet Marketing Số 20 - MAR 2013
 
Product-Startup-Founders-Rulebook-atc.pdf
Product-Startup-Founders-Rulebook-atc.pdfProduct-Startup-Founders-Rulebook-atc.pdf
Product-Startup-Founders-Rulebook-atc.pdf
 
Digital marketingtoolsmagazinejan2010pgs1 25
Digital marketingtoolsmagazinejan2010pgs1 25Digital marketingtoolsmagazinejan2010pgs1 25
Digital marketingtoolsmagazinejan2010pgs1 25
 
Data and Creativity - Choices in Digital Marketing
Data and Creativity - Choices in Digital MarketingData and Creativity - Choices in Digital Marketing
Data and Creativity - Choices in Digital Marketing
 
Customer first without compromise
Customer first without compromiseCustomer first without compromise
Customer first without compromise
 
Customer first without compromise
Customer first without compromiseCustomer first without compromise
Customer first without compromise
 
Biz miz o1 m3_u3.1_r2_k(vl_sdl)
Biz miz o1 m3_u3.1_r2_k(vl_sdl)Biz miz o1 m3_u3.1_r2_k(vl_sdl)
Biz miz o1 m3_u3.1_r2_k(vl_sdl)
 
Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016
 

More from David Armano

Six Social-Digital Trends for 2013
Six Social-Digital Trends for 2013Six Social-Digital Trends for 2013
Six Social-Digital Trends for 2013
David Armano
 
Edelman's "SICC" (Social Intelligence Command Center)
Edelman's "SICC" (Social Intelligence Command Center)Edelman's "SICC" (Social Intelligence Command Center)
Edelman's "SICC" (Social Intelligence Command Center)
David Armano
 
Social by Design: Design Thinking & Business
Social by Design: Design Thinking & BusinessSocial by Design: Design Thinking & Business
Social by Design: Design Thinking & Business
David Armano
 
Social Media Is Dead: Long Live Common Sense.
Social Media Is Dead: Long Live Common Sense.Social Media Is Dead: Long Live Common Sense.
Social Media Is Dead: Long Live Common Sense.
David Armano
 
10 Ideas For The New Decade
10 Ideas For The New Decade10 Ideas For The New Decade
10 Ideas For The New Decade
David Armano
 
Social Business Design: Web 2.0 NYC
Social Business Design: Web 2.0 NYCSocial Business Design: Web 2.0 NYC
Social Business Design: Web 2.0 NYC
David Armano
 
The Value of Visual Thinking in Social Business
The Value of Visual Thinking in Social BusinessThe Value of Visual Thinking in Social Business
The Value of Visual Thinking in Social Business
David Armano
 
Social Business By Design
Social Business By DesignSocial Business By Design
Social Business By Design
David Armano
 
The Future of Advertising. WTF?
The Future of Advertising. WTF?The Future of Advertising. WTF?
The Future of Advertising. WTF?
David Armano
 
Micro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / ParisMicro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / Paris
David Armano
 
The Micro-Sociology of Networks
The Micro-Sociology of NetworksThe Micro-Sociology of Networks
The Micro-Sociology of Networks
David Armano
 
Thinking Visually
Thinking VisuallyThinking Visually
Thinking Visually
David Armano
 
Brand "U.0"
Brand "U.0"Brand "U.0"
Brand "U.0"
David Armano
 
Micro-Interactions in a 2.0 World (v2)
Micro-Interactions in a 2.0 World (v2)Micro-Interactions in a 2.0 World (v2)
Micro-Interactions in a 2.0 World (v2)
David Armano
 
Micro Interactions
Micro InteractionsMicro Interactions
Micro Interactions
David Armano
 
Convergence + The Digital Agency
Convergence + The Digital AgencyConvergence + The Digital Agency
Convergence + The Digital Agency
David Armano
 
Experience Design + The Digital Agency (Phizzpop version)
Experience Design + The Digital Agency (Phizzpop version)Experience Design + The Digital Agency (Phizzpop version)
Experience Design + The Digital Agency (Phizzpop version)
David Armano
 
A Prescription for Marketers
A Prescription for MarketersA Prescription for Marketers
A Prescription for Marketers
David Armano
 
Visual Thinking
Visual ThinkingVisual Thinking
Visual Thinking
David Armano
 
The Fuzzy Tail
The Fuzzy TailThe Fuzzy Tail
The Fuzzy Tail
David Armano
 

More from David Armano (20)

Six Social-Digital Trends for 2013
Six Social-Digital Trends for 2013Six Social-Digital Trends for 2013
Six Social-Digital Trends for 2013
 
Edelman's "SICC" (Social Intelligence Command Center)
Edelman's "SICC" (Social Intelligence Command Center)Edelman's "SICC" (Social Intelligence Command Center)
Edelman's "SICC" (Social Intelligence Command Center)
 
Social by Design: Design Thinking & Business
Social by Design: Design Thinking & BusinessSocial by Design: Design Thinking & Business
Social by Design: Design Thinking & Business
 
Social Media Is Dead: Long Live Common Sense.
Social Media Is Dead: Long Live Common Sense.Social Media Is Dead: Long Live Common Sense.
Social Media Is Dead: Long Live Common Sense.
 
10 Ideas For The New Decade
10 Ideas For The New Decade10 Ideas For The New Decade
10 Ideas For The New Decade
 
Social Business Design: Web 2.0 NYC
Social Business Design: Web 2.0 NYCSocial Business Design: Web 2.0 NYC
Social Business Design: Web 2.0 NYC
 
The Value of Visual Thinking in Social Business
The Value of Visual Thinking in Social BusinessThe Value of Visual Thinking in Social Business
The Value of Visual Thinking in Social Business
 
Social Business By Design
Social Business By DesignSocial Business By Design
Social Business By Design
 
The Future of Advertising. WTF?
The Future of Advertising. WTF?The Future of Advertising. WTF?
The Future of Advertising. WTF?
 
Micro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / ParisMicro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / Paris
 
The Micro-Sociology of Networks
The Micro-Sociology of NetworksThe Micro-Sociology of Networks
The Micro-Sociology of Networks
 
Thinking Visually
Thinking VisuallyThinking Visually
Thinking Visually
 
Brand "U.0"
Brand "U.0"Brand "U.0"
Brand "U.0"
 
Micro-Interactions in a 2.0 World (v2)
Micro-Interactions in a 2.0 World (v2)Micro-Interactions in a 2.0 World (v2)
Micro-Interactions in a 2.0 World (v2)
 
Micro Interactions
Micro InteractionsMicro Interactions
Micro Interactions
 
Convergence + The Digital Agency
Convergence + The Digital AgencyConvergence + The Digital Agency
Convergence + The Digital Agency
 
Experience Design + The Digital Agency (Phizzpop version)
Experience Design + The Digital Agency (Phizzpop version)Experience Design + The Digital Agency (Phizzpop version)
Experience Design + The Digital Agency (Phizzpop version)
 
A Prescription for Marketers
A Prescription for MarketersA Prescription for Marketers
A Prescription for Marketers
 
Visual Thinking
Visual ThinkingVisual Thinking
Visual Thinking
 
The Fuzzy Tail
The Fuzzy TailThe Fuzzy Tail
The Fuzzy Tail
 

Recently uploaded

Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
MajIman2
 
Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........
anissageorge9890
 
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
grouphirani24
 
Standard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital MarketingStandard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital Marketing
Dipendra Prasad Poudel
 
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
Katsuya Shiratori
 
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptxBenefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Brian Frerichs
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
maigasapphire
 
Chief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 ReportChief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 Report
Compliance Vision
 
YouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdfYouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdf
grizzyhuncho
 
California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024
Carpet America Recovery Effort
 
2024 BPMN MIWG Capability Demonstration
2024  BPMN MIWG Capability Demonstration2024  BPMN MIWG Capability Demonstration
2024 BPMN MIWG Capability Demonstration
Denis Gagné
 
New Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
New Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...New Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
New Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
44annissa
 
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
pranjalgarg474
 
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
kevinkariuki227
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
James AH Campbell
 
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
Newman George Leech
 
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Philip M Caputo
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
dimplekumaridk322
 
upGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptxupGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptx
himanshubclubofgsv
 
How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?
Texas Flange
 

Recently uploaded (20)

Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
 
Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........
 
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
 
Standard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital MarketingStandard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital Marketing
 
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
 
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptxBenefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
 
Chief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 ReportChief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 Report
 
YouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdfYouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdf
 
California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024
 
2024 BPMN MIWG Capability Demonstration
2024  BPMN MIWG Capability Demonstration2024  BPMN MIWG Capability Demonstration
2024 BPMN MIWG Capability Demonstration
 
New Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
New Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...New Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
New Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
 
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
 
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
 
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
 
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
 
upGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptxupGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptx
 
How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?How Do Flange Adapters Work and Why Are They Essential?
How Do Flange Adapters Work and Why Are They Essential?
 

10 Ways Digital Can Help You Thrive in a Recession

  • 1. 10 Ways Digital Can Help You Thrive In A Recession David Armano VP | Critical Mass Logic + Emotion | darmano.typepad.com Twitter: @armano criticalmass.com
  • 2. The question isn’t if we’re heading into a recession. It’s how bad will it be—and what we learn from it? As marketing budgets feel the squeeze of the housing crisis and a slowing U.S. Economy, now is a good time to think about opportunities. That’s right. Opportunities. It just happens that the digital medium could be your best friend in a time when belts tighten. Here’s a few though starters for how digital can help your business or brand thrive in a recession: Photo Uploaded to Flickr By: Photogrammaton
  • 3. 1 Live by the rules of The Beta Economy No other medium allows you to launch, test, re-launch, test, measure, tweak, re-tweak, evolve, re-launch, quite like the Web. Folks like Guy Kawasaki and Seth Godin preach about this all the time. Guy launched his Truemors service on a shoestring budget and uses Twitter to promote it. When budgets get cut—look to digital for new ways of testing out ideas vs. big bang and big budget initiatives (think Bud.TV)
  • 4. 2 Leverage Existing Platforms Why build from scratch when you can use Wordpress as a CMS, Basecamp as a collaboration tool and Concept Share as a way to co-create. Now is a great time to dig into the already existing platforms (in addition to existing social networks). While building from scratch has its place, there are more options than ever to tap into a service that just might do the job.
  • 5. 3 Switch Tubes Consider skipping mass TV all together. It worked for BMW films and with YouTube firmly in place—it can even work with less production values and high priced talent. Consider ways to make the participant the star.
  • 6. 4 Don’t Just Entertain, Engage When we turned on our “Always in Beta” cam for the first time—we noticed something immediately. People who were using it on either side were engaged. In fact, they were captivated. The simple act of live video and live chat using free 2.0 tools ended up being a practical way to engage users. The next time you think about adding special effects worthy of Lucas Arts to your program—think up alternatives as well.
  • 7. 5 Orchestrate Infinite Touch Points Don’t put all your digital eggs in one basket like a site or banner campaign—look at smart ways to distribute the experience across as many touch points as possible. Be smart about it. Think about how your user thinks and acts digitally and meet them on their turf. Of course this doesn’t have to be digital—but in a recession, you might get more bang for your buck.
  • 8. 6 Prototype Often Digital tools allow us to prototype rapidly. Sure we can start with paper—but why? Digital does not equal high fidelity—use the tools available to use bring new ideas to life which can help sell ideas during a time when everyone thinks about the bottom line. Embrace speed. Break a few rules. Make your digital ideas tangible as soon as possible.
  • 9. 7 Trade Focus Groups For Digital Ethnography Research doesn’t have to go out the window as budgets get squeezed. Look to the internet for insights. Social Networks and search engines can be rich ethnography tools. I’m not advocating to abandon field research—but before you slash that discovery phase, think about how digital can be used to find things about the behavior of your target.
  • 10. 8 Think Outside The Banner The recession presents a great opportunity to think about traditional media buys such as banners differently. Online banners are usually the first line of offense in a digital initiative—but there are ways to think about them differently. Quality may replace quantity—Apple’s recent entry into the online banner space taught us that banners can still work—but the ROI improves with creativity. If you’re going to go with online banners, less could be more and creativity may be the best tool in your box.
  • 11. 9 Embrace Delight By Functionality Listen to Jared Spool when he talks about delight by functionality. When tempted to cut budgets in digital product functionality—think again. Adding or improving existing functionality may lead to product preference which increases revenue, sales and even saves money. All good things in a recession. Photo Uploaded to Flickr By: rodcorp
  • 12. 10 Listen Digital gives you many ways to listen to customers – from direct engagement like Dell’s IdeaStorm to simple surveys or even A:B testing. All are excellent examples of using digital to turn up the volume on customer desires. Those brands that do the best job listening will weather any downturn. Listening doesn’t always mean doing exactly what the customer tells you—but it can make what you decide to do that much better. Photo Uploaded to Flickr By: Bluepeony
  • 13. 10 Ways Digital Can Help You Thrive In A Recession David Armano VP | Critical Mass Logic + Emotion | darmano.typepad.com Twitter: @armano criticalmass.com