Online Marketing in a Sluggish Economy

At eLink Media, we reinforce the practice of understanding the marketplace and how to navigate through it, especially in these times. Clients who are reluctant to understand what they need to do should take a que from Hyundai North America.

When asked, "How important is marketing these days, and have your ad budgets done up or down?" The response was the following:

"Our overall marketing spending in 2009 is down maybe 10 percent from 2008, but the way we’re spending that money has changed dramatically. We’re relying less on newspapers and magazines and more on the Internet and a big bang approach. We had a very strong presence this year at the Super Bowl, and we dominated the Academy Awards as the sole automotive sponsor. We jumped in on that after GM decided not to pursue it. We’ve also moved a lot of advertising support down to the regional and dealer level because they can be more laser-focused than we can on a national level. We tell our dealers who want to cut back on advertising that they need to maintain a competitive place in the market or else they’ll not only lose volume but market share, and that’s awfully tough to recover."

That is some serious food for thought.