Marketing glass half full

The Importance of Marketing During a Recession

by PR-inside.com

June 22, 2009

I've become so accustomed to hearing businesses should cut marketing and advertising during a recession that finding an article encouraging businesses to invest in this threw me a bit of a curve ball.

Cohen and Company Creative, Inc., located in Fort Lauderdale, alerts readers that now is the time businesses need to step up and invest in marketing and advertising in order to "forge" ahead.

"This is a great opportunity to pick up market share and stand out from the competition instead of fade away," said Michael Cohen, president of one of South Florida's leading full-service advertising agencies. 

Just as we've learned, if done effectively, investing in marketing now can lead to some flourishing results in the future. But is Cohen only saying this because he runs an ad agency? 

One of his supporting points is that without marketing, customers cannot find you as easily. To avoid playing  catch-up, he suggests maintaining an advertising budget. But I disagree with him when referring to brands that have customer loyalty and a strong following. 

A good brand shouldn't have to depend on marketing and advertising for its consumers to learn of its where abouts. 

I do, however, agree with Cohen's point that not all marketing has to be expensive in order to push the best results- which backs up my guerilla marketing posting below. "Smart marketing," as Cohen refers to it as, is far more superior than costly marketing. 

Cohen closes his article by mentioning that people are indeed still spending. To ensure business, companies need  to make sure these people think of their business first prior to purchasing. 

I think his optimistic perspective on how smart marketing acts as an excellent investing is definitely worth thinking about. He's right in some aspects. I only wish he had specific examples backing his points that when companies lack marketing initiatives, consumers have tough times locating their businesses.