2009 has been a challenging year for many marketers. Yet some companies have found ways to thrive by working not just harder, but smarter. Here are some of the key ways they did this:
- When demand is soft, make your value rock solid. This year customers were more skeptical than ever. To overcome that anxiety, the clarity of your value proposition is paramount.
- When you have few resources, make your page do more. Many marketing budgets have taken a hit in 2009, and marketers are often asked to do more with less. But your website may be the most overlooked member of your marketing team.
- When customers are overwhelmed, change your focus. What are you focused on? Your product? Or the best way to communicate your product to your customer? It may seem like splitting hairs, but take a step back to find a new approach to communicating your value proposition that you may have overlooked.
- When it matters most, measure what matters. It’s easy to be overwhelmed with the array of measurement options offered by web analytics. And while many of these numbers may be good intermediary measurements to guide your testing efforts, you must never lose sight of the big picture.
Tags: Advertising, Better Life, marketing
