Mike Rynchek
Spyder Trap Online Marketing

I wanted to address some online marketing questions arise during client meetings, at speaking engagements and during casual conversation around the Spyder Trap Online Marketing office.  We all know the economy is in the tanks but that doesn’t mean your marketing efforts need to struggle.  While working with clients especially in a down economy I make sure to stress three important considerations when choosing the correct marketing mix and tactics.  In times of limited time and resources it is vital to choose tactics that quickly demonstrate the following:  (Use the below criteria as a ranker to determine if an individual tactic should be deployed.  For example if the tactic is measurable but does not allow for budget control and a quick response look at a different tactic.)

1.    Measureable Results -  Any marketer would agree that brand building is vital no matter the state of the economy but the approach should be a little different.  In times of limited budgets and resources be sure to focus on tactics that quickly and easily display results.  An example of this might be to switch your CRM efforts from direct mail to an email marketing program of existing prospects.

2.    Budget Control – This is crucial to any successful economy but with slashed and volatile budgets, getting the most out of every penny is vital.  Choosing tactics that allow immediate control over budget is very important.  Sponsored search is a great example of a tactic that allows immediate changes to budgetary amounts which can be directly based on results.

3.    Quick Response –  Again, with limited resources comes increased pressure for managers to show immediate results.  Quick results may mean the difference between life and death in many occasions.  For example a viral campaign would not be the best allocation of funds.  Rather a well placed online media buy with a well designed landing page and conversion funnel would without a doubt be a more effective option.

To be continued…  Check Back Soon!