Tweet

Crisis, What Crisis?

Written by: Max Kalles

Article Overview: Internet marketing has grown exponentially through the good times of recent years, but, as traditional marketing budgets often take a hit in a crisis, how will web marketing perform in the current situation?

Crisis, What Crisis?

Isn’t it cute? The (relatively) infant marketing medium that is web 2.0 is starting to live through the first economic crisis of its lifetime. Even when the tech bubble burst, web 2.0 was still just a glimmer in Google’s eye. Besides, the tech bubble was far too focused to be a crisis; more of a lesson learned.

In previous economic tough times, marketing took some big hits. When businesses panic, they often look first at the bottom line and the quickest ways to improve it. We are sure that “keep what’s essential, ditch the rest, starting with marketing!” has echoed through more than one boardroom. Internal communications didn’t stand a chance either. Wanton slashing of brochure, newsletter and video budgets was common. The thinking was that companies could get by without all the “communication” and pretty pictures.

So how will web marketing and communications fare through the current hard times? Even in previous crises, there was always those voices who insisted that marketing and communications were needed “now more than ever”. It’s more important during tough times to keep the brand in consumers’ minds. It’s a big world and somewhere in it, someone’s spending money. Sustaining the brand flame keeps a company visible as all the other lights go out.

But, can web 2.0 keep your business turned on? If anything, this crisis might be the coming of age for internet marketing. Even in previous crises, if companies could afford it, they would keep their marketing channels open and flowing as much as possible. The advantages are obvious. Cost is the main reason for cutting marketing programs in tough times - not because they are a bad idea.

This is where the bloom might never come off the internet rose. Any company; your company, can keep the marketing flame burning bright through any crisis because of web 2.0. Why? Because it doesn’t have to cost anything.

Web 2.0 allows your company direct access to your customers without any intermediaries – and it’s the intermediaries that usually gobble up the budget. Your customers are there, on the web, throughout the crisis, and you just need to get online and connect with them.

Related Articles
  Do You Know Where Your Disaster Recovery Plan Is
  Rebuilding Your Finances After an Economic Crisis
  In a time of crisis, PR is your greatest asset
  What Are the Factors That Lead to an Economic Crisis?
  The Fundamentals of Crisis Communications

Article Tags: business marketing, internet marketing, web 20



Related Forum Posts


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Too Many Sales Reps Are Wimps

How To Be A Management Legend

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.