The worldwide excitement and energy generated from the election last week turned a lot of marketers moods (53% if we line up with the popluar vote) into ones of optimism.  For others, concern and caution.  But for all, we wrestle with the economic uncertainties which I believe mirror the duplicitous nature of Online Marketing pudits as we try to determine what will happen to the industry over the next 6 months. So, in all the readings of late, interviews done at the past 5 marketing conferences and general conversations had with fellow marketing peers, I have been able to finally gather my thoughts, review my notes and decide on my top 5 priorities for 2009.  My hope is this helps others with their clouds of confusion.

Priority #1:  Clear the Slate & Lay the Foundation for the Long Run (depression-based idea)
With such uncertainty and desire to “cut back”, it’s a great time to ask your marketing team, boss and stake-holders to “take a hard look” at our sales and marketing strategy and clear the slate of what has been done and ask “what can and should be done”.  This is a great way to take ownership of the change that is inevitably coming.  So before you are told “Aaron, you need to cut your budget by 30%”; you can take charge and pro-actively say, “I’d like to look at our marketing plan and take a hard look at our priorities”.  For me, this was critical when talking to my CFO and partner.  He loved that the perceived “big spending marketer” want to look hard at the plan and was willing to take my suggestions vs. giving them. 

So a couple questions you can ask your team as you go through this planning process.
1) Where do we want to be in 5 years and what’s the most cost effective way to get there?
2) If you had $1M to spend, but could choose only 1 medium (print, Online, TV, Radio), where would you spend it and why?
3) Let’s do some research and find out where most of our customers are spending their time and then match spend.
4) Where are the market & our customers going to be in 5 years and what do we need to do to ensure we are ahead of that curve?

Priority #2:  Use Uncertainty to Institute Change (election-based idea)
You have two options when uncertainty and a challenge comes your way:  “Duck and Cover” to protect what you have or “Embrace and Lead” to take on the issues at hand tackle the short term pain in its most direct way.  As the old saying goes “In times of Uncertainty, comes enoromous opportunity” and this is no different.  What better time to challenge the institutional thinking that has weighed down your organization, what better time to ask for the freedom to really look at more cost effective ways of reaching your audience and what better time for you, the one in your organization who is always on the leading edge of the online world (well at least compared to your co-workers) to take charge and instill confidence that you know the path to more cost effective ways to gain market share, generated leads and save money.  Become the leader or will you be lead!

Priority #3: Educate, and Get Educated
To educate our peers, stakeholders and all who need to “hear the alarm” of Online Marketing is so critical.  If we take the onus to educate ourselves (yes, I know OMS is coming and it’s a nice plug for that and our new certification program) further and in turn take that education back to our offices, we will be that much more empowered with the data, and knowledge of what works and why, that we might, just might inspire a few to move forward on initiatives that would never be considered before.   As with every major world plight, like the Aid Epidemic I witnessed in South Africa last year, those deeply involved all say the same thing “education is the key” to solving this problem.

Priority #4:  Focus on Career Goals
We must not forget ourselves in all of this and look to sharpen our saws and improve our skill set. After all, if we are more valuable then our employers will assuredly benefit as well.  Take the time to look at what you want to be doing in two years and what role, activities and interest get you most excited and start the process of working towards that goal.  It’s a great time to reassess and put first things, first… that being you!

Priority #5:  Pay it Forward
During difficult times one’s character is on full display.  Those with it, reach out to help those in need.  Those lacking, sequeseter themselves hoping they can outlast all the others.  Already, I can sense the level of comraderie increasing as I talk with marketers around the country.  Offers to collaborate vs. sell.  Meetings to just talk about how to weather the storm.  And out and out philanthropic donations of time to help a cause greater than self.  All of these seem to be on the rise.  Recently I offered financial aid to all who could not afford to attend the Online Marketing Summit and the outporing of gratitude was amazing… I think if we can all pay it forward a little, whether a little bit of assistance to those in need of money, collaboration on joint projects to off set resource needs or just some true blue good advice for those seeking, we will all be in a better place from once we started.  So, as I am now doing in all posts (someone hold me accountable to this) going forward, I will ask anyone reading:  “How can I help you in your marketing cause?”