From sources that I’ve seen so far, it seems like a recession, although bearing a lot of heavy weight for the majority of the economy, may not have as much of an effect when it comes to online marketing. This has also been debated back and forth though, like whether or not Google is recession-proof, which online advertising venues are the safest (sources say Search, if you must know),  and of course, if the online accountability factor could possibly lead it through such tough times.  It’s hard to say at this point what the outcome will be, or who knows the straightest path to take, but one article I recently came across doesn’t look at a recession in the same light.

Robyn Sachs, president of marketing communications firm RMR & Associates was quoted in an article, “Recession Marketing: Avoid the Fear Factor,” on the ClickZ Network saying, “Each dollar spent in marketing communications online, in print, whatever, will speak louder, go further. You have more negotiating power with publishers,” she says, explaining what she tells clients. “If you want to look at the silver lining with a recession, it’s a golden opportunity to have your dollars work harder and better.”

Praise, Glory, Halleluiah!! Finally someone is looking at this recession in a positive light. Yes, it’s time to step out of the darkness of fear of the unknowing and into the light of opportunity (bumper sticker slogan, maybe?).

There are also a lot of practical tools sprinkled throughout this article that re-affirm the advice that most experts are dealing out: Come to your client’s aid, be flexible, and look for opportunities that are more cost effective (i.e. accountable…i.e. online advertising opportunities). 

As far as some stats on the recession itself? Don’t worry, I got ya covered. Here are a few tidbits to chew on….

-This is the 1st recession since Google’s rise to prominence. In 2001, Google’s market share was only 12%; now it’s over 60%.

-At the lowest point in the last recession, total online ad spend was at $6 billion (2002), but in 2007, it tripled to over $21 billion.

-Some say that the quadrennial effect of 2008 will keep away a recession, primarily because of the Olympics and the Presidential Elections (4.2% increase for overall ad spend projected). Others however, suggest that this will only have a significant impact on TV and newspapers.

-In 2008, a lot more user/consumer engagement will be needed with unique product offerings or more deals and discounts.

-Some don’t even believe that we’ll have a recession this year.  Mike Davis, an economist and professor at the Southern Methodist University Cox School of Business merely calls the recession “A slowdown.” He also goes on to say, “And there are reasons to be concerned, but should we be really, really concerned? I don’t know.”

As far as the article mentioned at the beginning, there are a few things I would contest, but for the most part, I think that Robyn Sachs has quite the outlook on this situation, when there are so many who are only preparing for the worst. 

So my new bumper sticker saying is going to be “Let’s prepare for the potential”

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