Recent economic events spell hard times for business and in particular for marketers. Traditionally in a recession it’s the marketing budget that bears the brunt of the cutbacks. According to an Epsilon survey of senior US marketers in September 2008 79% agreed that during a downturn marketing budgets get chopped. And it’s the same the world over.
Sounds like bad news doesn’t it?
But it pays to remember that consumers continue to consume. They might be looking for a better deal than before and they might be more selective about who they do business with but ultimately they continue to make purchases with businesses they trust.
So it’s up to marketers to make sure they communicate efficiently and effectively with their customers to reinforce the value and equity of the brand.
So how do you communicate clearly and cost-effectively while being able to prove the return on every marketing dollar? It’s not new; it’s not rocket science; but it is proven and is quite possibly the most measurable marketing activity ever.
Email is consistently ranked by marketers in the top three online marketing tactics for return on investment, behind only search engine organic and paid search advertising.