Marketing Opportunities in a Bad Economy

Current economic conditions have caused less savvy marketers to “go dark”, canceling advertising and promotion until better times appear. Experienced marketers know that it’s imperative to remain visible during bad times. They also know that it’s possible to make incremental gains in share-of-voice when their competitors retrench. If you’re not using Search Marketing, now is a great time to start.

Google recently surveyed 8,675 U.S. consumers about their current buying patterns: 53% said they now use search engines more often to research their purchases. This means there is an opportunity for Search Marketers to expand keyword buys to include “research” and “consideration” terms.

Google’s research also confirmed that people are spending more time online searching for “deals”: 53% of consumers said they now spend more time online searching for the latest promotions and discounts, while 46% spend more time searching for coupons. This means there’s an opportunity for search marketers to leverage promotional language in search ads and an opportunity to build incremental business from coupons. If you aren’t taking advantage of Google Map local listings and coupons (via Google Local Business Center), you should drop what you’re doing and sign-up now! It’s FREE!!

Leverage every opportunity you can find. That’s just Smart Business!