Tips on Marketing During an Economic Downturn - Mike Grehan (7:42) Dr. Ralph F. Wilson - Founder and Editor, Web Marketing Today - Jun 9, 2009

In this video interview with search marketing specialist Mike Grehan, Mike asks, in a time when people are urged to be smarter about marketing in economic downturns, "When is a good time to do bad marketing?"

In difficult times, he says, smart marketers begin to do more marketing, not less. Because other marketers may have cut back, smart marketers take advantage of the greater visibility available, larger share of voice, and lower ad rates.

Smart marketers also understand user intent by means of the search terms used. He sees three types of queries: (1) navigational search to find a particular website, (2) informational search to find information in order to solve a problem, and (3) transactional search, to engage in a dialog and perhaps to make a purchase. The steps are: (1) understand user intent, (2) determine the stage in the buying cycle, and (3) offer content appropriate to that stage.

To be visible, Gerhan says, your search result needs to be "above the fold" -- on the first screen. People reformulate queries these days, rather than scrolling to the second page. Therefore, marketers need to consider being visible with a variety of content: PDF whitepapers, video, local search, news, blogging, and financial reports.

Grehan's final tip: "don't create content, create experience," taking advantage of the greater bandwidth now available.