I apologize for starting this blog on a bit of a down note, but tough economic times also represent an opportunity for savvy marketers to gain market share - both during a recession and after the economy recovers. It's already well-documented that companies maintaining or even increasing advertising during a recession benefit versus their cost-cutting peers. A down economy is also the perfect time to re-focus advertising and marketing efforts on targeted, trackable campaigns that deliver results. The benefits of learning to take a more disciplined approach to marketing and promotion can also drive future growth and profitability.

What does this mean for the average marketer? Take a close look at what you're currently doing and spend some time getting the best metrics you can. If you're under pressure to cut costs, try shifting your budget towards areas that have a higher proven ROI. By reorganizing your budget to maximize sales and profitablity, you're much more likely to be able to retain or even grow your overall budget - as long as you're able to clearly show the benefits to senior management.