BRW’s Kath Walters wrote an interesting article (Feb 5-11 09) suggesting that a “great tactic is to increase your company’s marketing and advertising budget at a time when rivals are dashing the red pen through theirs.”
Her suggestions include looking at online advertising, blogging or targeting influential bloggers and keep media relations active.
PriceWaterhouseCoopers research showed that survivors of the last downturn had a common characteristic - they kept advertising and marketing through the bad times.
Yet media companies are predicting falls in advertising spending of between 2.4 per cent and 6.3 per cent across all media in 2009. For companies planning to thrive through the slump, this is great news. Their ad dollar is more likely to be effective.
“It is a less-cluttered environment for advertising,” the chief executive of online marketing and search engine company Ansearch, David Burden, says.Online ads are expected to increase by 15 per cent next year. At the same time, newspaper ads may fall by 12.2 per cent and capital-city free-to-air television ads by 8 per cent.
Burden says online marketing trounces print ads because advertisers know precisely how many people click on their ad and pay only when they do so.
The latest trend goes beyond online ads to tap into the blogosphere’s power to influence. Some marketing companies offer to map the influential bloggers relevant to their clients’ products or services.
Focus on building media relations activity because not only does it bring profile & credibility but it is one of the least expensive ways to get noticed.
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