Marketing in a Downturn requires a Scalpel rather than a Cleaver

It’s not new to hear we are in unchartered waters at present. Marketers are always challenged in any downturn. It’s their way through the tough periods that determines their prosperity when consumer sentiment strengthens.

In challenging times consumers set stricter priorities for spending, and as sales drop, businesses typically slash their marketing without much thought. When done indiscriminately, cutting off your marketing voice is a mistake.

The wise marketers take a scalpel rather than a cleaver to the marketing budget. They understand recession psychology and book media that focus on behavioural targeting rather than maximum audience reach. These marketers cut their broad-based marketing and focus on media platforms that are highly targeted and specific to the consumers’ current needs. With events and conferences cancelled, many marketers are re-allocating part of this budget to highly targeted solutions.

Niche magazines and websites, social media, and delivering messages to active audiences who choose to interact with these platforms is where smart advertisers go to in difficult times.

At Universal Media Co we are witnessing and hearing how home and health categories are prospering as people ‘cocoon’ in and around their home more than normal.

Hardware chains are in high demand, home improvement purchasing is booming, and health-related items are doing very well. Simon Bligh, CEO of credit bureau illion, says, “Australians are spending 38 per cent more each week on home improvements compared to the period prior to lock-down.”

According to Universal Media Co’s Associate Publisher, Martin White, “We are seeing subscriptions to our eNewsletters grow, our organic digital traffic has risen, and our content engagement rates are doing better than ever. Advertisers using these assets are finding it inexpensive, measurable and effective in reaching consumers focussed on their needs.”

Digital Producer, Alex Dalland, adds: “Recently we’ve had enquiries from our advertiser clients who want help with the writing of their content marketing. We’ve had 30 years of experience in this field. The smart advertisers know content is one of the most effective marketing strategies available when written compellingly, with regard to the target audience and in a format optimised for both users and search engines. It works brilliantly on our platforms as well as the platforms of our clients.”


If you’d like ‘scalpel’ rather than ‘cleaver’ solutions,
contact Martin White, Universal Media Co, on 02 9887 0642.


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