It’s virtually automatic, sadly, that when the economy softens, businesses cut marketing first. And like many reactions, this one is almost always the wrong thing to do.
Marketing shouldn’t be an expense. When properly created and executed, marketing should result in more dollars in than dollars out. But before you get the idea that I’m some kind of Ivory Tower egghead, believe me, I understand how difficult it is to commit marketing dollars when dollar availability is declining due to a recession.
That’s why marketing in the 21st century is so exciting. Small businesses have sooo many more ways to penetrate the market including, and especially, on-line marketing. This universe has many characteristics that are perfect for a small business’ need to be efficient and flexible. For example:
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