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How To Marketing During Economic Downturn Digital Media Conference

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Rodrigo Polacco
Rodrigo Polacco

With the world economy in a Downturn, and some recent signs show that the Brazilian economy also did not walk at full steam in the year 2009, although the numbers remain interesting. Therefore, the performance of the economy changes significantly and the priorities of marketing professionals, who need to adapt their plans to the reality of cuts in investment and reduce costs.

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HOW TO DO MARKETING DURING ECONOMIC DOWNTURN Digital Media II March 9, 2009 Rodrigo Polacco
AGENDA 1 MARKETING DURING A DOWNTURN 2 NEW PARADIGMS 3 DO’s AND DONT’s IN MARKETING DURING A DOWNTURN March 16, 2009 Digital Media II – Rodrigo Polacco 2
1 2 3 Less More March 16, 2009 Digital Media II – Rodrigo Polacco 3
1 2 3 #1 LARGE FIRMS ARE CUTTING BUDGETS THE MOST March 16, 2009 Digital Media II – Rodrigo Polacco 4
1 2 3 #2 SMALL FIRMS ‘CAUTIOUSLY’ GROW BUDGETS March 16, 2009 Digital Media II – Rodrigo Polacco 5
1 2 3 Less More March 16, 2009 Digital Media II – Rodrigo Polacco 6
1 2 3 #3 MARKETERS RETURN TO DIRECT MARKETING March 16, 2009 Digital Media II – Rodrigo Polacco 7
1 2 3 March 16, 2009 Digital Media II – Rodrigo Polacco 8
1 2 3 #4 SOMEONE IN THE FINANCIAL DEPARTMENT EYES AN OPPORTUNITY March 16, 2009 Digital Media II – Rodrigo Polacco 9
1 2 3 March 16, 2009 Digital Media II – Rodrigo Polacco 10
1 2 3 #5 CONSUMER MARKETERS FEEL EFFECTS MORE THAN OTHERS March 16, 2009 Digital Media II – Rodrigo Polacco 11
1 2 3 March 16, 2009 Digital Media II – Rodrigo Polacco 12
1 2 3 #6 SALES CYCLES ARE LENGTHENING March 16, 2009 Digital Media II – Rodrigo Polacco 13
1 2 3 Less More March 16, 2009 Digital Media II – Rodrigo Polacco 14
1 2 3 #7 MARKETERS BOOST ONLINE SPENDING March 16, 2009 Digital Media II – Rodrigo Polacco 15
1 2 3 More Less March 16, 2009 Digital Media II – Rodrigo Polacco 16
1 2 3 #8 EMAILS TO HOUSE LIST AND WEB 2.0 SEE BIGGEST LIFT March 16, 2009 Digital Media II – Rodrigo Polacco 17
1 2 3 #9 TV AND RADIO ADS GET LARGEST CUT March 16, 2009 Digital Media II – Rodrigo Polacco 18
HIGHLIGHTS #1. Large firms are cutting budgets the most #2. Small firms ‘cautiously’ grow budgets #3. Marketers return to direct marketing #4. Someone in the financial department eyes an opportunity #5. Consumer marketers feel effects more than others #6. Sales cycles are lengthening #7. Marketers boost online spending #8. emails to house list and web 2.0 see biggest lift #9. TV and radio ads get largest cut March 16, 2009 Digital Media II – Rodrigo Polacco 19
AGENDA 1 MARKETING DURING A DOWNTURN 2 NEW PARADIGMS 3 DO’s AND DONT’s IN MARKETING DURING A DOWNTURN March 16, 2009 Digital Media II – Rodrigo Polacco 20
1 2 3 Don’t! Half of what I spend is wasted. The trouble is, I just don't know which half. Lord Leverhulme’s 16/3/2009 Digital Media II – Rodrigo Polacco 21
1 2 3 During a Crisis it is time for ROI Marketing March 16, 2009 Digital Media II – Rodrigo Polacco 22
1 2 3 Digital Marketing provides many tools to measure results - Ad Server for Advertisers - Ad Server for Publishers - Web Analytics - e-Mail Marketing - Mobile Analytics - Mobile Ad Server - Web Server Statistics - e-Survey Systems - Feedback Systems March 16, 2009 Digital Media II – Rodrigo Polacco 23
1 2 3 Some of those tools are capable of testing and optimizing different things March 16, 2009 Digital Media II – Rodrigo Polacco 24
1 2 3 We are living in The Age of Marketing Experimentation March 16, 2009 Digital Media II – Rodrigo Polacco 25
AGENDA 1 MARKETING DURING A DOWNTURN 2 NEW PARADIGMS 3 DO’s AND DONT’s IN MARKETING DURING A DOWNTURN March 16, 2009 Digital Media II – Rodrigo Polacco 27
1 2 3 #1 Measure the results and let numbers do the fighting for you March 16, 2009 Digital Media II – Rodrigo Polacco 28
1 2 3 #2 High Paid Professional Opinion Don’t listen the HiPPO…. Just test, test and test March 16, 2009 Digital Media II – Rodrigo Polacco 29
1 2 3 #3 Spend more on media dollars, less on overhead You need to focus on your current results, not on the long-term results March 16, 2009 Digital Media II – Rodrigo Polacco 30
1 2 3 #4 Don’t enter into the more-for- your-money race March 16, 2009 Digital Media II – Rodrigo Polacco 31
1 2 3 #5 Align your message to the benefits March 16, 2009 Digital Media II – Rodrigo Polacco 32
1 2 3 #6 Keep in touch with your customer March 16, 2009 Digital Media II – Rodrigo Polacco 33
1 2 3 #7 Flip the funnel and turn your costumers in advocates March 16, 2009 Digital Media II – Rodrigo Polacco 34
HIGHLIGHTS #1. Measure the results and let numbers do the fighting for you #2. Don’t listen the HiPPO…. Just test, test and test #3. Spend more on media dollars, less on overhead #4. Don’t enter into the more-for-your-money race #5. Align your message to the benefits #6. Keep in touch with your customer #7. Flip the funnel and turn your costumers in advocates March 16, 2009 Digital Media II – Rodrigo Polacco 35
site: http:// www.predicta.com.br blog: http://blogs.predicta.com.br/namedida/ fundação: http://www.predicta.org/ Linkedin: http://www.linkedin.com/in/rodrigopolacco/ Twitter: http://www.twitter.com/polacco/ Naymz: http://www.naymz.com/search/rodrigo/polacco/2178498/ Flickr: http://www.flickr.com/ Blog: http://imediato.blogspot.com/ Rodrigo Polacco Blog: http://www.polacco.com.br/ Blip.fm: http://blip.fm/polacco/ Product Manager … : rpolacco@PREDICTA.com.br : 3512-0800 Youtube: http://www.youtube.com/user/ropolacco/ March 16, 2009 Digital Media II – Rodrigo Polacco 36

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How To Marketing During Economic Downturn Digital Media Conference

  • 1. HOW TO DO MARKETING DURING ECONOMIC DOWNTURN Digital Media II March 9, 2009 Rodrigo Polacco
  • 2. AGENDA 1 MARKETING DURING A DOWNTURN 2 NEW PARADIGMS 3 DO’s AND DONT’s IN MARKETING DURING A DOWNTURN March 16, 2009 Digital Media II – Rodrigo Polacco 2
  • 3. 1 2 3 Less More March 16, 2009 Digital Media II – Rodrigo Polacco 3
  • 4. 1 2 3 #1 LARGE FIRMS ARE CUTTING BUDGETS THE MOST March 16, 2009 Digital Media II – Rodrigo Polacco 4
  • 5. 1 2 3 #2 SMALL FIRMS ‘CAUTIOUSLY’ GROW BUDGETS March 16, 2009 Digital Media II – Rodrigo Polacco 5
  • 6. 1 2 3 Less More March 16, 2009 Digital Media II – Rodrigo Polacco 6
  • 7. 1 2 3 #3 MARKETERS RETURN TO DIRECT MARKETING March 16, 2009 Digital Media II – Rodrigo Polacco 7
  • 8. 1 2 3 March 16, 2009 Digital Media II – Rodrigo Polacco 8
  • 9. 1 2 3 #4 SOMEONE IN THE FINANCIAL DEPARTMENT EYES AN OPPORTUNITY March 16, 2009 Digital Media II – Rodrigo Polacco 9
  • 10. 1 2 3 March 16, 2009 Digital Media II – Rodrigo Polacco 10
  • 11. 1 2 3 #5 CONSUMER MARKETERS FEEL EFFECTS MORE THAN OTHERS March 16, 2009 Digital Media II – Rodrigo Polacco 11
  • 12. 1 2 3 March 16, 2009 Digital Media II – Rodrigo Polacco 12
  • 13. 1 2 3 #6 SALES CYCLES ARE LENGTHENING March 16, 2009 Digital Media II – Rodrigo Polacco 13
  • 14. 1 2 3 Less More March 16, 2009 Digital Media II – Rodrigo Polacco 14
  • 15. 1 2 3 #7 MARKETERS BOOST ONLINE SPENDING March 16, 2009 Digital Media II – Rodrigo Polacco 15
  • 16. 1 2 3 More Less March 16, 2009 Digital Media II – Rodrigo Polacco 16
  • 17. 1 2 3 #8 EMAILS TO HOUSE LIST AND WEB 2.0 SEE BIGGEST LIFT March 16, 2009 Digital Media II – Rodrigo Polacco 17
  • 18. 1 2 3 #9 TV AND RADIO ADS GET LARGEST CUT March 16, 2009 Digital Media II – Rodrigo Polacco 18
  • 19. HIGHLIGHTS #1. Large firms are cutting budgets the most #2. Small firms ‘cautiously’ grow budgets #3. Marketers return to direct marketing #4. Someone in the financial department eyes an opportunity #5. Consumer marketers feel effects more than others #6. Sales cycles are lengthening #7. Marketers boost online spending #8. emails to house list and web 2.0 see biggest lift #9. TV and radio ads get largest cut March 16, 2009 Digital Media II – Rodrigo Polacco 19
  • 20. AGENDA 1 MARKETING DURING A DOWNTURN 2 NEW PARADIGMS 3 DO’s AND DONT’s IN MARKETING DURING A DOWNTURN March 16, 2009 Digital Media II – Rodrigo Polacco 20
  • 21. 1 2 3 Don’t! Half of what I spend is wasted. The trouble is, I just don't know which half. Lord Leverhulme’s 16/3/2009 Digital Media II – Rodrigo Polacco 21
  • 22. 1 2 3 During a Crisis it is time for ROI Marketing March 16, 2009 Digital Media II – Rodrigo Polacco 22
  • 23. 1 2 3 Digital Marketing provides many tools to measure results - Ad Server for Advertisers - Ad Server for Publishers - Web Analytics - e-Mail Marketing - Mobile Analytics - Mobile Ad Server - Web Server Statistics - e-Survey Systems - Feedback Systems March 16, 2009 Digital Media II – Rodrigo Polacco 23
  • 24. 1 2 3 Some of those tools are capable of testing and optimizing different things March 16, 2009 Digital Media II – Rodrigo Polacco 24
  • 25. 1 2 3 We are living in The Age of Marketing Experimentation March 16, 2009 Digital Media II – Rodrigo Polacco 25
  • 26. AGENDA 1 MARKETING DURING A DOWNTURN 2 NEW PARADIGMS 3 DO’s AND DONT’s IN MARKETING DURING A DOWNTURN March 16, 2009 Digital Media II – Rodrigo Polacco 27
  • 27. 1 2 3 #1 Measure the results and let numbers do the fighting for you March 16, 2009 Digital Media II – Rodrigo Polacco 28
  • 28. 1 2 3 #2 High Paid Professional Opinion Don’t listen the HiPPO…. Just test, test and test March 16, 2009 Digital Media II – Rodrigo Polacco 29
  • 29. 1 2 3 #3 Spend more on media dollars, less on overhead You need to focus on your current results, not on the long-term results March 16, 2009 Digital Media II – Rodrigo Polacco 30
  • 30. 1 2 3 #4 Don’t enter into the more-for- your-money race March 16, 2009 Digital Media II – Rodrigo Polacco 31
  • 31. 1 2 3 #5 Align your message to the benefits March 16, 2009 Digital Media II – Rodrigo Polacco 32
  • 32. 1 2 3 #6 Keep in touch with your customer March 16, 2009 Digital Media II – Rodrigo Polacco 33
  • 33. 1 2 3 #7 Flip the funnel and turn your costumers in advocates March 16, 2009 Digital Media II – Rodrigo Polacco 34
  • 34. HIGHLIGHTS #1. Measure the results and let numbers do the fighting for you #2. Don’t listen the HiPPO…. Just test, test and test #3. Spend more on media dollars, less on overhead #4. Don’t enter into the more-for-your-money race #5. Align your message to the benefits #6. Keep in touch with your customer #7. Flip the funnel and turn your costumers in advocates March 16, 2009 Digital Media II – Rodrigo Polacco 35
  • 35. site: http:// www.predicta.com.br blog: http://blogs.predicta.com.br/namedida/ fundação: http://www.predicta.org/ Linkedin: http://www.linkedin.com/in/rodrigopolacco/ Twitter: http://www.twitter.com/polacco/ Naymz: http://www.naymz.com/search/rodrigo/polacco/2178498/ Flickr: http://www.flickr.com/ Blog: http://imediato.blogspot.com/ Rodrigo Polacco Blog: http://www.polacco.com.br/ Blip.fm: http://blip.fm/polacco/ Product Manager … : rpolacco@PREDICTA.com.br : 3512-0800 Youtube: http://www.youtube.com/user/ropolacco/ March 16, 2009 Digital Media II – Rodrigo Polacco 36