So should you’re online marketing. If you think that online percetions of brands and products don’t change then you haven’t been working in this space long. If you think about your online marketing for a moment and the amount of information that you are continually taking in and trying to optimize for then you can get a good picture of the pace at which the online marketing landscape changes. If stop and blink your target has moved and you need to recalculate where and when to get it back.
When the market takes a downturn and perhaps your specific vertical people start to change how they approach their decision making process. The typical consumer begins to act with less emotion and more with the facts and figures opf what the purchase will mean to their bottom line. With the contraction of the economy the pockets of the consumer have less disposable income. They tend to take longer in their purchase process. The emotions that they felt before when they thought about the status or imagining their family with a particular product and how they saw their family using that product will change to less of an enjoyment factor and more of a need factor.
What to do? Start thinking about why someone would need your product or service. Make sure that your online marketing states these reasons as quickly and most concisely as possible. You are used to pointing out the promotion or benefit but make sure that you pay attention to the true need.
If your product or service is not a need, it may be time to reach a new segment. Find the segment that still has disposable income and reach them. This can be done by more closely picking the placement on sites and sections of sites or perhaps the more segmented use of ad networks.