03 Mar 09 Recession Marketing Tactics
It’s clear to all businesses that consumer habits are changing due to the state of the economy. Building on my previous post (Marketing in a Recession, To do, or not to do?) here’s some more data that strongly supports a case for strengthening your digital presence during a recession followed by some tactics you can start using now. All in all, things are looking good for the online retail channel because of the ease of researching, comparing, and reviewing products:
- 68% of Recession Shoppers, and 79% of Weekly Shoppers, said they had purchased something online (that they wouldn’t otherwise have bought) because of a coupon or discount;
- 64% of Recession Shoppers, and 70% of Weekly Shoppers, said they had purchased something from a particular online retailer that they wouldn’t have otherwise patronized, because of a coupon or discount;
- 74% of online shoppers have opted to receive e-mail alerts from their favorite retailers;
- The Recession Shopper is 17 percentage points more likely than other shoppers to research products or services online, several times each week;
- Consumers under 34 years old tend to make more online purchases every month than any other age group;
- 34% of consumers said they planned to make more online purchases in 2009 than they did in 2008.
These are the results of a survey carried out by Penn, Schoen & Berland Associates, and commissioned by LinkShare. You can read the full report here.
So it makes sense to deploy resources to directly measurable online channels. Tactics to focus on include:
Email: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=106217
Resources:
Email Performing, New Tactics Abound
