< back to news index

MARKETING IN THE RECESSION We at tandi have noticed a change in clients attitudes to spending money on marketing during the recession. The short-term view is to reduce spending to protect cashflow, and boost quarterly figures, but as the recession looks to last for the next year or so, a business that will survive will still invest in the long term. Proctor and Gamble's CEO said, “We have a philosophy and a strategy. When times are tough, you build share.” If competitors reduce their marketing, and you continue, you will have the loudest voice. This is the marketeer's view, but the marketing budget is often the first to be cut by the decision makers. A recession presents an opportunity to gain market share from your competitors if they have given in to the fear factor. And with digital marketing, email campaigns and search engine optimisation, you can now deliver campaigns that are more cost effective, measurable and targeted than ever before. So before your marketing budget disappears, remember marketing is a revenue generator rather than a cost, and you can use a downturn to gain customers from your competitors and a head start when the economy recovers. - - -