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Jan 2009 01
Home < Blog < Digital PR & Marketing < Marketing Realities: Despite Intense Economic Pressures, Instant Marketing Gratification will Not Always be Possible in 2009

Marketing Realities: Despite Intense Economic Pressures, Instant Marketing Gratification will Not Always be Possible in 2009

Posted In Blog,Digital PR & Marketing,Marketing Budgets,Social Media

Author: Mayra Ruiz-McPherson

Matrix Group International‘s CEO Joanna Pineda kindly commented recently on my blog, leaving a note about my new e-book, Economic Outlook for 2009 and Its Impact on Marketing Budgets.

Specifically, Joanna states:

“Great overview of marketing trends. I agree that marketing in 2009 will be lean and mean and companies will be hyper-focused on ROI. I also agree that video ad and search spending will continue to increase and dislodge other types of marketing. Thanks for reminding us that marketing is essential to a successful business.”

As I think about Joanna’s comment, I can’t help but think about the high expectations we marketers will face with clients and prospects, in general, during 2009. I just tweeted this very sentiment a few minutes ago:

marketers beware: clients, peers expect U 2work magic miracles for 2009; they’ll want *presto* ROI, *presto* monetized social media…Egad!

Joanna’s term "hyper-focus" really makes me worry because the reality is that many, many businesses will look to marketing for renewed innovation across the brand, advertising and communications board. And it will be expected that that innovation will lead to measurable, definite and monetized ROI. And marketers at all levels will find their feet being placed to the fire as managers and customers alike expect more results, more service and more return.

My partial list of why instant marketing gratification won’t work

My hope is that, despite the pressures of the recessionary economy, folks who work with marketers do not lose sight of several realities:

  • Marketing anything usually does takes some time; while some results may be more immediate than others, marketing results must be measured over a period of time rather than mere days
  • Marketing is not a one-time or two-time gig; effective marketing is a constant activity without end
  • The act of marketing is ever-changing requiring several attempts vs. one-time shots; if it doesn’t work the first time … tweak, better define the niche, target, target, target, make more relevant and try again
  • Customers and consumers have become champion ignorers; they have become quite resistant to your (and everyone else’s) marketing messages
  • Normal is boring; because consumers and customers are all distracted and are resistant to marketing messaging, normal anything is not going to cut it anymore…you’re going to have to be bolder and more giving than ever before

I could go on but the point is that despite the want and need for instant gratification of most any marketing effort, the reality is that marketers are not magicians, last I checked. Despite our inability to shake out doves from our sleeves, however, a good marketer can develop innovative programs and fun, highly relevant campaigns to help customers and consumers get closer and closer to making their purchase decision.

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