Recession: Time to Gain Market Share

Been too slammed to stay abreast of the industry as much as I should, but found this at DMNews. Sounds right to me:

While this [financial] news might send many to revise their marketing budgets, others see opportunity in a downturn. “It's during a recession that a brand should
position itself as the leader in its category. It is the best and least
expensive time to gain mar­ket share,” said Robb Hecht, digital
mar­keting strategist for IMC Strategy Labs. “The positive effect of our
downturn is that online publishers will increasingly be more open to negotiating
deals.”

While these environmental conditions will allow savvy
advertisers to shift more of their budgets towards affordable display ad
opportunities, Hecht agreed with most experts that search and direct response
mechanisms will be the dominant media channels in the short
term.

“The Internet remains the vehicle of choice for direct
marketers [vs. brand marketers] and, in a recession, the focus is on lead
acquisition and getting a return for every dollar spent,” said Hecht.