A little bit of science
Posted: Sun Jan 19, 2025 6:29 am
However, when approaching anti-crisis promotion on the Internet, you should carefully consider its comprehensive plan, taking into account all the nuances of the current situation.
Carefully analyze the metrics and choose those marketing tools that are most likely to yield results.
Since consumer activity has been significantly somalia company email list reduced, advertising activity needs to be adjusted so that the budget is directed more towards content marketing and an attempt to capture the benefit from a partial drop in rates in contextual advertising systems and targeting in social networks.
Particular attention should be paid to attempts to increase revenue from existing customers. Regular mailings and setting up triggered email chains can be very useful here.
Internet marketing allows you to quickly monitor the progress of advertising campaigns and make changes in real time. If you are unsure about the choice of approach, it is better to launch several options and redirect the budget as the campaigns progress to the most effective one.
At the same time, there is no need to fanatically increase the intensity of advertising. It is necessary to calculate the maximum investment point, after which the profitability stops growing.
The academic journal Journal of the Academy of Marketing Science, published in America since 1973, worked from 2000 to 2015 on a study of the impact of economic cycles on marketing.
Observations in this study showed that during crises, companies have a unique opportunity to strengthen their market position through an active marketing strategy.
A number of examples cite the experience of the American company Reckitt Benckiser, which sells consumer goods. In 2009, it saw a 14% increase in profits and an 8% increase in sales, while most competitors lost over 10% of their profits.
It turns out that during the recession, Reckitt Benckiser increased its advertising spending by 25%, and persistently convinced its customers that buying expensive branded products was more profitable even in difficult times.
Scientists have repeatedly recorded that most companies are cutting advertising costs. The authors emphasized that this is due to the idea of marketing as an expense, not an investment. In addition, the tendency to cut costs was classified as herd behavior. As it turned out, the irrational psychology of the crowd is not alien to the cynical and rational world of business.
Carefully analyze the metrics and choose those marketing tools that are most likely to yield results.
Since consumer activity has been significantly somalia company email list reduced, advertising activity needs to be adjusted so that the budget is directed more towards content marketing and an attempt to capture the benefit from a partial drop in rates in contextual advertising systems and targeting in social networks.
Particular attention should be paid to attempts to increase revenue from existing customers. Regular mailings and setting up triggered email chains can be very useful here.
Internet marketing allows you to quickly monitor the progress of advertising campaigns and make changes in real time. If you are unsure about the choice of approach, it is better to launch several options and redirect the budget as the campaigns progress to the most effective one.
At the same time, there is no need to fanatically increase the intensity of advertising. It is necessary to calculate the maximum investment point, after which the profitability stops growing.
The academic journal Journal of the Academy of Marketing Science, published in America since 1973, worked from 2000 to 2015 on a study of the impact of economic cycles on marketing.
Observations in this study showed that during crises, companies have a unique opportunity to strengthen their market position through an active marketing strategy.
A number of examples cite the experience of the American company Reckitt Benckiser, which sells consumer goods. In 2009, it saw a 14% increase in profits and an 8% increase in sales, while most competitors lost over 10% of their profits.
It turns out that during the recession, Reckitt Benckiser increased its advertising spending by 25%, and persistently convinced its customers that buying expensive branded products was more profitable even in difficult times.
Scientists have repeatedly recorded that most companies are cutting advertising costs. The authors emphasized that this is due to the idea of marketing as an expense, not an investment. In addition, the tendency to cut costs was classified as herd behavior. As it turned out, the irrational psychology of the crowd is not alien to the cynical and rational world of business.