It seems like one of the first things an organization looks to cut during a soft economy is marketing. With probably one of the hardest ROIs to measure, the target on the back of marketing never really goes away... it just gets bigger and smaller depending on other economic/market conditions.
Paul J. Bruemmer, writing for iMedia Connection, has a good article today on how to manage your search marketing efforts during a recession (if, in fact, we are in a recession. Warren Buffett says we are so who am I to argue?). The great thing about search is that more than TV, print, radio, direct mail, and most other marketing mediums, the ROI measurements on online marketing are extremely scientific. Analytics and various tracking tools allow an organization to directly determine if their online marketing efforts are having a bottom line impact. The CFO is happy. The marketer is happy.
So if the CFO has got you in trim mode, go ahead and cut your mass media budget, throttle back your direct mail volumes, and skip the Vegas tradeshow. But cutting out your search marketing? Think long and hard about that one.