Yes, this is another article related to the uncertain, if not dreadful, state of the economy. However, instead of lamenting on more doom and gloom, let's focus on the positives. That’s right, for marketers, tough economic conditions can be quite positive. As leading Harvard Business School professor, John Quelch, and others have been advocating, now is not the time to cut advertising and marketing budgets.

On the contrary, as Professor Quelch notes, “It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

So it’s simple, just ask your CEO for more money! Not so fast. Supporting research or not, marketing budgets are still getting whacked in nearly every industry. For many, even holding flat will be a big victory when it comes to budget. The question then becomes, without the extra cash, how can we keep growing those leads and sales?

The answer is you. You need to use this opportunity to become a marketing superhero. Just like some of the most memorable athletes are known for their comebacks or rising to the occasion when the situation looks grim, marketers have the opportunity to stand out from the pack during this economic downturn.

The best marketing is done in the toughest times. That's when, as the old saying goes, the cream rises to the top. The best among us will market their way through this recession, depression, or whatever label you want to apply to these wallet-tightening days. So how can you be a superhero who carries your brand through this financial dip? Regardless of whether your budget increases, decreases or stays flat, there are several things you can do to improve the efficiency and ROI of your marketing programs. Below are three of my favorite tactics - great areas to focus on as you head towards the end of the year:

Don’t Hesitate to Integrate

The days of buying a bunch of separate pieces of software to manage each individual part of your campaign strategy are coming to an end quickly. Integrated marketing platforms have hit the scene and can provide immediate cost savings. Watch how quickly your ROI grows when you stop paying multiple vendors to execute multi-channel campaign strategies.

Aside from the immediate price tag savings, you can make huge gains in return through the improved analysis, targeting, and execution that you get with a solid integrated offering. Easily track how your various channels are performing - boost the top performers and cut the weak! Improve team efficiencies and collaboration in a consolidated online work environment, and much more.

Test ‘Till it Hurts!

What do you mean test? Who has time for that during the stressful holiday season? Great marketers with a focus on ROI and conversions, that’s who! Now more than ever it's time to ensure that you're refining your programs, listening to your customers and prospects, and focusing on real-life results.

Our own marketing team at Lyris recently saw conversion gains of 4X by conducting some simple email subject line and banner placement tests. By testing with even a small sample size, it was quickly evident which content and strategies were the clear winners. A little extra effort up front can lead to huge gains in the end. I may have been joking when I said, “test ‘til it hurts”, but believe me, you will feel the pain of low conversions if you don't.

The Adaptation and Innovation Sensation

Using the sports analogy again, when the team is not moving the ball, it's time to either dig deep into the playbook or invent a new attack. Don’t keep pounding your head into the wall if something is not working. Stay nimble and ready for change at all times. When something isn't working, abandon it. When something is working, consider doubling down. Those who adapt quickly, especially in the ever-changing online world, stay ahead of the competition.

Go back and look at things that worked in the past. It might be time to dust off that banner graphic that worked so well in 2006. At the same time, stay on top of new trends and don't hesitate to try something new. Keep your creative hat on at all times and look for new ways to tackle problems. Innovation is inspiration and it will motivate you and those around you. It's the key to rising above the crowd and rocking when times are rolling.

In the end, don’t let the economy bring you down. Use it as a challenge and an opportunity to take your game to the next level. Aim high and bring home more of that ROI!

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About the Author

J.D. Peterson is Lyris' director of product management, driving the vision and execution of the Lyris HQ integrated marketing platform. Connect and collaborate with him on http://twitter.com/lyris and www.linkedin.com/in/jdpeterson.

Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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