December 9, 2008

Recession Marketing

Marketers Should Shift Budgets From Client Acquisition To Client Retention

by Jaap Favier

with Lisa Bradner, Jean Yves Lugo

Executive Summary (This is a document excerpt)

In a recession, consumers look for brands that they know and that support their need to connect to their peers. To thrive even in these economic hard times, brands can benefit by focusing more on client retention and upsell than on acquisition. How? By shifting 2009 budgets away from awareness media like TV and toward customer service, word-of mouth marketing and social media, and customer intelligence.

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