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Seeing Opportunities in Times of Crisis 
Tough times drive smarter, more disciplined marketing. The economic outlook for the world looks pessimistic and economists are expecting a global slowdown in consumer demand.
In such environment, the primary business aim is to gain market share while reducing expenses a lesson which Turkish marketers have well learnt through several recessions and especially during the 2001 meltdown.
Marketing is usually among the first casualties of a downturn, a reaction that hasn’t changed much even as
industries acknowledge the increasingly competitive and rapidly shifting landscapes for their businesses.
Most companies respond in exactly the way they shouldn’t,
by cutting or freezing budgets, instead of seeing the market as an opportunity. Many of us learnt through past recessions that the old wisdom of stalling marketing activities have resulted in smart competitors taking over market share.
Senior marketing executives need to be innovative and disciplined in ensuring that their existing budget is well spent.
Recent studies show that an increasing number of CMO’s are confident that they will be able to manage through the storm by focusing spending where it will have the greatest
impact. This means a shift away from traditional marketing and to interactive and digital marketing that is data-
driven, targeted and relatively cheaper; an approach that is already generating demonstrable returns and will continue to do so as the
economy improves.
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Digitouch is the proud winner of the 2008 Grand Interactive Award in the field of Search Engine Marketing. 
