Leverage social media
The multipliers of social media simply offer too much potential to ignore. The average Facebook user has 120 friends. With the new Facebook design, it's more likely than ever that if any of their friends are interacting with your brand on Facebook, it will end up within their view.
So at the very least, post product and campaign information on your Facebook page as part of a routine content updating schedule. Offer social media "share" options on key website pages, and consider adding such options to creative assets if there is room, as in an expandable banner.
As was recently pointed out, we're already seeing Twitter and Facebook driving traffic at levels that compete with Google. And whatever other formats emerge in the future, social media seems to be here to stay.
Conclusion
The need to get more out of less isn't a recent phenomenon, but rather a continual trend in the marketing world. So while these tactics may seem like ways to deal with current economic problems, they're actually practices that can simply help you improve performance of your campaigns.
And no matter how creative your shop is, if you're not taking ROI issues into consideration, however you define them, it's likely your clients are. So now might be a very good time to start thinking about them.
Doug Schumacher is the president and creative director at Basement Inc.
