Digital Marketing In A Recession? Just Do It (Part 3 of 4)

Welcome to ‘The Digital Reality’, a discussion forum in partnership with Microsoft Advertising. Over a series of 4 parts, we look at how marketers can overcome their fears of the digital frontier, which they can capitalize on to create competitive advantages for the brands they manage as well as for their own marketing careers.

This week, we look at managing change and profiting from it in the face of increasing competition.

Greatness Starts With Taking Risks

Not surprisingly that today, Nike remains one of the most recognised brands in the world since it blazed the marketing trail with its Air Jordan campaigns in the 80s.

Nike continues to succeed because it recognises the constant changes in the consumer spaces, understands the risks of not adapting to these changes, and then devises marketing strategies around these changes.

Marketers need to possess that same ‘Can Do’ spirit when it comes to digital marketing. ‘Just Do It’ embodies the crucial tipping point in which one will go from fearful, worrying about the risks and repercussions; to actually doing it by integrating digital into its marketing DNA.

It’s pretty scary to take a plunge but remember that time is ticking away. Every minute, a brand gets closer to its end if it doesn’t recognize the forces of change within the new consumer landscapes. Soon, it will be left for death, as more brands leave the barren land and hop onto the information super highway where consumers are commuting on.

While your competition are still numbed with fear and trying to figure out digital, you can speed ahead by capitalizing on first mover advantage with digital marketing.


Death And Taxes, Or Choose Action

Nothing will motivate a person more to live than death itself. The only constant in life are death and taxes, everything else are in perpetual flux. So perhaps the fear of a career death would then jolt a marketer into action. Sadly, many of us do not realize death until we’re inflicted with a disease.

If Bill Gates had lived in the fear of the unknown during the slump of the 80s, the world would not have enjoyed improved productivity.

Don’t worry whether you fail or not. Don’t think about the money you’ll lose. The internet is measurable and you can change your marketing dynamics according to the responses tracked, faster and swifter than any other traditional mediums.

Next week, we’ll explore how we can tame the digital cold waters that freeze most marketers with fear.

Contributed by :
Jimmy Lim
Mindshare Singapore
jimmy.lim@mindshareworld.com