Economic Crisis

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• Tough Times Increase Pressure to Meet the Marketing Effectiveness ImperativeJay Milliken, Chiaki Nishino
  Businesses today are hunkering down. With consumers clutching their wallets more tightly, companies are scrutinizing every budget item in an effort to maintain profitability even as revenues are flat and ...
  Economic Crisis, Marketing Budgets
• Case Study: The Attraction Advantage—How Mexican Mangos Ripened Sales 13% in Four MonthsJenny Schade
  It's a marketer's dream. Customers are so passionate about your product they actually crave it. In fact, outside of the US, your product is the number-one consumed fruit. However, here's where ...
  Case Studies, Customer Experience, Customer Relationships, Economic Crisis
• Make Failure Your Friend
  There is no question that we have entered a period of economic uncertainty. And, especially as individuals and companies begin to tighten their financial belts, fear of failure might make ...
  Economic Crisis, Small Business
• The Definitive Guide to Business-to-Business Marketing in a RecessionJon Miller
  Does an economic slowdown necessarily mean that business-to-business marketers have to find even more ways to do more with less? Or can a downturn create opportunity for smart marketers to ...
  B2B Marketing, Economic Crisis, Marketing Smarter
• Five Steps to Prepare Marketing to Demonstrate Value in a Tough Economic ClimateLaura Patterson
  We may all be tightening our belts a bit more soon. As a result, our marketing budgets will be under even more scrutiny, and marketing professionals will be held even ...
  Economic Crisis, Metrics, ROI
• Going Global in a Web 2.0 World: A Punch List for Small BusinessLaurel Delaney
  In a world that is now fully connected, people and businesses are putting their opinions, observations, insights, thoughts, and capabilities online, via some very helpful tools. Here's what one fictitious ...
  Economic Crisis, International Marketing, New Media, Online Marketing, Small Business
• Partnership Brand Marketing—It's About Distribution ChannelsGregory Pollack
  Today many companies and brands are engaging in "Partnership Marketing," "Marketing Alliances," "Strategic Partnerships," and even "Partnership Brand Marketing" programs. But often they boil down to just promotions, perhaps maybe ...
  Branding, Channel Marketing, Collaboration, Customer Engagement, Economic Crisis
• Five Goals of Effective Chief Marketing OfficersSuzanne Lowe
  The role of the Chief Marketing Officer, a title almost unheard of 10 years ago, will continue to expand in the next decade. Marketing is evolving from an art into ...
  Chief Marketing Officer, Collaboration, Economic Crisis, Marketing Smarter, Metrics, Recession, Services Marketing
• Which Half of Your Budget is Working?Michael Wolfe
  "Marketing response modeling" is specifically designed to tell you which half of your ad budget is working, and which is not.
  Economic Crisis, Marketing Plans, Measurement
• Four Ways to Market in Hard TimesGary Witt
  How do you convince customers to buy in this time of uncertainty? And most importantly, how do you convince them to buy from you?
  Customer Engagement, Economic Crisis, Marketing Tips, Positioning
• Ten Companies That Missed Great Blog OpportunitiesBL Ochman
  Both large and small companies are missing opportunities to integrate blogs into the marketing mix.
  Corporate Blogging, Economic Crisis, Public Relations, Websites
• SWOT Team: Easing the Squeeze for FundsHank Stroll, Yvonne Bailey
  This week, weigh in with your answer: What's the best approach for getting a plan approved with the budget marketing wants? Also: How can PR be used to correct bad ...
  Collaboration, Customer Engagement, Economic Crisis, Marketing Budgets, Marketing Challenges, Public Relations
• Five Essentials for Marketing Technology in a Down EconomyTerry Welty
  The marketing approach that can carry you through these difficult economic times is built on the following five essentials.
  Customer Relationships, Economic Crisis, High-Tech Marketing, Lead Generation, Print Collateral, Sales, Value Propositions
• Welcome to the Feelings EconomyTom Asacker
  Are you worn out by the frenzied pace of change in our new economy? Well, welcome to the new world. Fundamental shifts in commerce and consumer psychology have permanently changed ...
  Customer-Centric, Customer Engagement, Customer Experience, Economic Crisis
• A Part of the ProblemSteve Richeson
  You know who you are, one of the hundreds of unemployed, highly educated technology-marketing executives who used to be “somebody.” So what now?
  Economic Crisis, Hiring Outside Resources, Marketing Challenges
• Cause Marketing: Taking a Cue From the Private SectorKathy Klotz-Guest
  Are you working for a nonprofit or promoting a social cause? Many of the for-profit rules about marketing strategy apply there, too.
  Economic Crisis, Marketing Strategy, Nonprofits, Positioning
• Why Goliath Needs DavidDavid Luff
  Many large companies—the Goliaths—have played it conservatively. They have stayed true to their customers and socked away their excess cash for a rainy day. Well, it’s raining now.
  Collaboration, Customer Retention, Economic Crisis
• Can Your Site Stop Your Telephone From Ringing?Phil Poirier
  Marketers focused on cutting costs and driving business growth with minimal spending don’t view Web site updates as a critical element of their already reduced budgets. Bad move.
  B2B Marketing, Economic Crisis, Marketing Smarter, Measurement, Websites
• Relationship Marketing King Wal-Mart Still No. 1Doug Edge
  conomists and pundits are still reporting how bad the U.S. economy is, but Wal-Mart seems immune. How do they do it?
  Customer Experience, Customer Relationships, Economic Crisis, Personalization, Relationship Marketing, Targeting
• Understanding Financial Value CreationMichael Perla
  In today’s uncertain economic environment, most marketing investments need to be vetted by the finance department and show a strong Return on Investment in order to be funded.
  Collaboration, Economic Crisis, Measurement, ROI