Marcoms in a recession - Web 2.0 opportunity?

Courtesy of the CNplus marketing newsletter, I see that CIMCIG is holding an evening event on Changing Marketing Practice in Challenging Times in London on the 25 November, organised by Ross Sturley. To register for this free event, just e-mail ross@chartlane.co.uk

Construction News has apparently commissioned independent research with more than 130 companies to discover what effect the downturn is having on marketing tactics in the construction sector. What is happening to the marketing mix? How are companies planning to spend their marketing money next year?

I reckon low-cost marketing tactics will become increasingly important over the next year or so, with Web 2.0 tools being seen as one way in which organisations can get more bang for their marketing buck. However, if they are only seen as another channel for outbound marketing messages then they could backfire on the organisations concerned.

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Permalink Reply by Su Butcher on December 12, 2008 at 11:00

I would agree Paul.

Like many people in our industry, we have started to get more and more 'push marketing' messages - cold calls, spam emails etc.
An awful example was an email which purported in the title to be an article about the Stirling Prizewinner and was actually a marketing email from the CGI people - "you know who designed the winner - now meet the CGI guys!"

People don't get business this way any more, what they get is lots of disgruntled non-customers. It damages your brand image and puts people off.

I think there is a place for learning how to network in our industry, where networking means finding out peoples needs and thinking about how you or your contacts might meet them. This means communicating your needs in a trusted environment where people recommend solutions you can rely on. As Web 2.0 is about creating communities, it is great for this purpose.

When we get cold calls now we tend to reply - what do you need? Well, we suggest you might like to talk to...

Permalink Reply by Paul Wilkinson on December 15, 2008 at 10:55

Last week I got a copy of the presentation given at the CIMCIG event last month (attached). I also blogged about the event on ExtranetEvolution.com here.

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