With the world economy in a Downturn, and some recent signs show that the Brazilian economy also did not walk at full steam in the year 2009, although the numbers remain interesting. Therefore, the performance of the economy changes significantly and the priorities of marketing professionals, who need to adapt their plans to the reality of cuts in investment and reduce costs.

1. HOW TO DO MARKETING
DURING ECONOMIC
DOWNTURN
Digital Media II
March 9, 2009
Rodrigo Polacco

2. AGENDA
1 MARKETING
DURING A
DOWNTURN
2
NEW
PARADIGMS
3 DO’s AND
DONT’s IN
MARKETING
DURING A
DOWNTURN
March 16, 2009 Digital Media II – Rodrigo Polacco 2

3. 1 2 3
Less
More
March 16, 2009 Digital Media II – Rodrigo Polacco 3

4. 1 2 3
#1
LARGE FIRMS ARE CUTTING
BUDGETS THE MOST
March 16, 2009 Digital Media II – Rodrigo Polacco 4

5. 1 2 3
#2
SMALL FIRMS ‘CAUTIOUSLY’ GROW
BUDGETS
March 16, 2009 Digital Media II – Rodrigo Polacco 5

6. 1 2 3
Less
More
March 16, 2009 Digital Media II – Rodrigo Polacco 6

7. 1 2 3
#3
MARKETERS RETURN TO DIRECT
MARKETING
March 16, 2009 Digital Media II – Rodrigo Polacco 7

8. 1 2 3
March 16, 2009 Digital Media II – Rodrigo Polacco 8

9. 1 2 3
#4
SOMEONE IN THE FINANCIAL
DEPARTMENT EYES AN OPPORTUNITY
March 16, 2009 Digital Media II – Rodrigo Polacco 9

10. 1 2 3
March 16, 2009 Digital Media II – Rodrigo Polacco 10

11. 1 2 3
#5
CONSUMER MARKETERS FEEL
EFFECTS MORE THAN OTHERS
March 16, 2009 Digital Media II – Rodrigo Polacco 11

12. 1 2 3
March 16, 2009 Digital Media II – Rodrigo Polacco 12

13. 1 2 3
#6
SALES CYCLES ARE LENGTHENING
March 16, 2009 Digital Media II – Rodrigo Polacco 13

14. 1 2 3
Less More
March 16, 2009 Digital Media II – Rodrigo Polacco 14

15. 1 2 3
#7
MARKETERS BOOST
ONLINE SPENDING
March 16, 2009 Digital Media II – Rodrigo Polacco 15

16. 1 2 3
More
Less
March 16, 2009 Digital Media II – Rodrigo Polacco 16

17. 1 2 3
#8
EMAILS TO HOUSE LIST AND WEB
2.0 SEE BIGGEST LIFT
March 16, 2009 Digital Media II – Rodrigo Polacco 17

18. 1 2 3
#9
TV AND RADIO ADS
GET LARGEST CUT
March 16, 2009 Digital Media II – Rodrigo Polacco 18

19. HIGHLIGHTS
#1. Large firms are cutting budgets the most
#2. Small firms ‘cautiously’ grow budgets
#3. Marketers return to direct marketing
#4. Someone in the financial department eyes an
opportunity
#5. Consumer marketers feel effects more than others
#6. Sales cycles are lengthening
#7. Marketers boost online spending
#8. emails to house list and web 2.0 see biggest lift
#9. TV and radio ads get largest cut
March 16, 2009 Digital Media II – Rodrigo Polacco 19

20. AGENDA
1 MARKETING
DURING A
DOWNTURN
2
NEW
PARADIGMS
3 DO’s AND
DONT’s IN
MARKETING
DURING A
DOWNTURN
March 16, 2009 Digital Media II – Rodrigo Polacco 20

21. 1 2 3
Don’t!
Half of what I spend is wasted. The
trouble is, I just don't know which half.
Lord Leverhulme’s
16/3/2009 Digital Media II – Rodrigo Polacco 21

22. 1 2 3
During a Crisis it is time for ROI
Marketing
March 16, 2009 Digital Media II – Rodrigo Polacco 22

23. 1 2 3
Digital Marketing provides many tools
to measure results
- Ad Server for Advertisers
- Ad Server for Publishers
- Web Analytics
- e-Mail Marketing
- Mobile Analytics
- Mobile Ad Server
- Web Server Statistics
- e-Survey Systems
- Feedback Systems
March 16, 2009 Digital Media II – Rodrigo Polacco 23

24. 1 2 3
Some of those tools are capable of
testing and optimizing different things
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25. 1 2 3
We are living in The Age of Marketing
Experimentation
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26. AGENDA
1 MARKETING
DURING A
DOWNTURN
2
NEW
PARADIGMS
3 DO’s AND
DONT’s IN
MARKETING
DURING A
DOWNTURN
March 16, 2009 Digital Media II – Rodrigo Polacco 27

27. 1 2 3
#1
Measure the results and let
numbers do the fighting for you
March 16, 2009 Digital Media II – Rodrigo Polacco 28

28. 1 2 3
#2
High Paid
Professional
Opinion
Don’t listen the HiPPO….
Just test, test and test
March 16, 2009 Digital Media II – Rodrigo Polacco 29

29. 1 2 3
#3
Spend more on media
dollars, less on overhead
You need to focus on your current results, not on the long-term results
March 16, 2009 Digital Media II – Rodrigo Polacco 30

30. 1 2 3
#4
Don’t enter into the more-for-
your-money race
March 16, 2009 Digital Media II – Rodrigo Polacco 31

31. 1 2 3
#5
Align your message to the
benefits
March 16, 2009 Digital Media II – Rodrigo Polacco 32

32. 1 2 3
#6
Keep in touch with
your customer
March 16, 2009 Digital Media II – Rodrigo Polacco 33

33. 1 2 3
#7
Flip the funnel and turn your
costumers in advocates
March 16, 2009 Digital Media II – Rodrigo Polacco 34

34. HIGHLIGHTS
#1. Measure the results and let numbers do the
fighting for you
#2. Don’t listen the HiPPO…. Just test, test and test
#3. Spend more on media dollars, less on overhead
#4. Don’t enter into the more-for-your-money race
#5. Align your message to the benefits
#6. Keep in touch with your customer
#7. Flip the funnel and turn your costumers in
advocates
March 16, 2009 Digital Media II – Rodrigo Polacco 35

35. site: http:// www.predicta.com.br
blog: http://blogs.predicta.com.br/namedida/
fundação: http://www.predicta.org/
Linkedin: http://www.linkedin.com/in/rodrigopolacco/
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Rodrigo Polacco Blog: http://www.polacco.com.br/
Blip.fm: http://blip.fm/polacco/
Product Manager
…
: rpolacco@PREDICTA.com.br
: 3512-0800 Youtube: http://www.youtube.com/user/ropolacco/
March 16, 2009 Digital Media II – Rodrigo Polacco 36