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Seven Ways to Make E-Marketing Work in a Tough Economy

A troublesome economy frequently brings with it more marketing obstacles; however, marketers should embrace the opportunities the period presents to introduce changes to more efficiently deliver ROI, advises GlobalSpec’s Guy Maser.

In a challenging economy, you must find new ways to make marketing work more effectively, get more out of marketing investments, and measure and account for marketing decisions. In short, you must make changes.

Doing the same things in an uncertain economic environment and expecting the same results is, at worst, a definition of marketing insanity. At best, it is a flawed strategy.

How can your company be one of those success stories that market and grow their business during challenging economic times? The following strategies will help you allocate marketing investments to better performing programs that will carry your company through the economic downturn and beyond.

1. Get Targeted

A fundamental but sometimes overlooked marketing tenet is to “fish where the fish are.” In other words, invest in those specific, targeted media where you know your customers and prospects will be exposed to your message. Research shows that virtually all engineering, technical and industrial professionals now use the Internet throughout their work process.

The same holds true in most business-to-business markets. However, the Internet is vast, and the fish you are looking for may be using specific Web sites where the content is directly related to their information needs. Work with your media partners to identify and target those sites.

2. Measure Performance

While it’s always the right time to purge marketing programs that don’t perform, it may be time to scale back any marketing plans whose results you can’t measure or are unsure about.

In other words, reallocate and “right-size” marketing budgets to measurable programs. Online programs — which are built around delivering visibility, impressions, clicks, leads and customers — are easy to measure.

3. Think Integration

Integrated marketing means your marketing strategy takes advantage of multiple media, resources and customer touch points to create a whole that’s greater and more effective than the sum of its parts.

The more that marketing efforts are integrated and comprehensive, the greater impact you can achieve in gaining visibility in your market, qualified leads and sales.

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