You’ve read the papers – From The Wall Street Journal to our own local newspaper Børsen, everywhere you hear how the world economy is dipping, the finance crisis is now full-blown and many companies are cutting back. But is it actually the best solution simply to weather the storm?

In my opinion – no.  If you truly are a visionary marketer, you should see recession as an opportunity to conquer market shares and strengthen your business. Your competitors will most often reduce their marketing activities, so proactive companies have the opportunity to actually gain market shares.

The “International Journal of Research in Marketing” states that continual proactive, effective and cost-efficient marketing campaigns during an economic downturn can prove beneficial. In fact, when competitors drop the ball in terms of cutting back on marketing initiatives, companies able to reach out to customers and maintain brand awareness and loyalty are even able to improve marketplace positioning.

But why is that so? When your competitors cut back, it will result in a decrease in advertising “noise.” That makes your message reaching your customers even louder and clearer, improving the chances that your brand’s message will be heard.

The best way for you to step up your game and deliver strong ROI during a recession is to enhance your marketing through online media and -channels. It is by far your best way to quickly deliver targeted, relevant, revenue-producing communications to your customers. When the customer data available to you continues to grow, the opportunities for you to create better insights and improve revenue grow as well.

So when the economy makes it advisable to cut back on pricier traditional advertising and focus more on cost-effective online marketing, it’s important that you are ready to act quickly and decisively.

Good luck with your Recession Marketing.