We’re at a time in the North America where many companies are re-calibrating their marketing programs to focus on value. This is common and is a good thing. Ideas get tired. Priorities shift. But during an economic slowdown, attention often shifts to cost control. Marketing and communication departments (and agencies) make a case for their business and organizations decide where they’re going to get the greatest value.
As a lead strategist at Fleishman-Hillard on the Digital side of our business, we are reinforcing the need for focus on the current communication climate and the future of the customers’ frame of reference. More people turn online for information and this is not changing any time soon. It will become more pronounced.
The worst thing a company can do today is stop communicating online or ignore their Web presence. When the economy returns to full-strength, it will be obvious which companies really value their role in their customers’ lives. A glut or “dark period” in online content and visibility may reflect poorly and have an impact on long-term reputation.
Stay in the game. Digital communications are cost-effective. They have a direct impact on corporate visibility and brand positioning. Consistent digital communications and a sustainable social media strategy will keep you top of mind and aligned with the future direction of marketing and communications.
July 22nd, 2008 at 2:46 pm
[...] In light of current economic conditions many companies are re-evaluating their marketing programs in order to generate greater value. Although this is considered good practice, digital specialist David Bradfield urges businesses to maintain strong digital communications in order to stay “top of mind” with consumers. [...]