Wednesday, January 23, 2008
The question isn’t if we’re heading into a recession. It’s how bad will it be—and what we learn from it? As marketing budgets feel the squeeze of the housing crisis and a slowing U.S. Economy, now is a good time to think about opportunities. That’s right. Opportunities. It just happens that the digital medium could be your best friend in a time when belts tighten.
Here's just three of the ten ways on how digital can help your business or brand thrive in a recession, check out all ten from the wicked smart folks over at: Experience Matters at Critical Mass.
6. Prototype Often
Digital tools allow us to prototype rapidly. Sure we can start with paper—but why? Digital does not equal high fidelity—use the tools available to use bring new ideas to life which can help sell ideas during a time when everyone thinks about the bottom line. Embrace speed. Break a few rules. Make your digital ideas tangible as soon as possible.
5. Coordinate Infinite Touch Points
Don’t put all your digital eggs in one basket like a site or banner campaign—look at smart ways to distribute the experience across as many digital touch points as possible. Be smart about it. Think about how your user think and act digitally and meet them on their turf. Of course this doesn’t have to be digital—but in a recession, you might get more bang for your buck.
Digital gives you many ways to listen to customers – from direct engagement like Dell’s IdeaStorm to simple surveys or even A:B testing. All are excellent examples of using digital to turn up the volume on customer desires. Those brands that do the best job listening will weather any downturn. Listening doesn’t always mean doing exactly what the customer tells you—but it can make what you decide to do that much better.