Ogilvy released Smart Strategies for Dealing With The Downturn Booklets on how to manage marketing spend during the recession.
Ogilvy offers smart advice by recommending digital marketing options in these tough times.
Here are some reasons why digital trumps many other options:
- Low Threshold Levels
- Pay for performance pricing
- Generates useful consumer data and feedback
- Allows for easy cross-channel use
- FIlls a potential competitive vaccum
That said, here are a number of things you can do digitally:
- Run targeted email campaigns
- Develop drive-to-sales tactics
- Use video distribution sites
- Consider internet sponsorships
- Consider internet microstars
- Use affiliate marketing
- Work with non-competitive partners
- Create low-cost widgets
- Leverage “free” exposure on the web
- Leverage social networking sties
- Optimise your other digital assets
- Negotiate for more digital rights
- Streamline your search efforts
- Use your website for consumer research
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