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Get creative this Christmas
18th December 2008. Posted by Ruth Ward. Trackback
I know my family are not alone in our decision to spend less money this Christmas. But curbing the extravagant present buying hasn’t dampened my enthusiasm to celebrate in style. If anything, I’ve enjoyed taking a more creative approach to finding those gifts that will really make an impression when the wrapping paper comes off.
Shrinking budgets are par for the course in an economic downturn, and the marketing and PR industries will feel the pinch along with every other sector. Effective campaigns will always deliver significant return on investment, but in the current climate, every pound spent will need to work harder than ever before.
We are living in revolutionary times. Recent news that two of America’s most influential newspapers have filed for bankruptcy serves as a bleak reminder that traditional media institutions across the globe are facing tough challenges, with many working hard to embrace the brave new media world.
However, as I look forward to a creative Christmas, I feel certain that the necessity to generate even bigger results, combined with the growing number of innovative channels through which to communicate, will fuel even greater creative work in 2009.
This is the first recession to hit since internet culture has entered the mainstream, and this rapidly changing environment, coupled with the continued growth and development in online media, has resulted in greater opportunities than ever before for companies to interact with their audiences.
Just look at the impact and popularity of social networks such as Facebook, Twitter and LinkedIn, which have provided individuals and organisations with powerful new tools to connect with huge numbers of people at little or no cost. The familiar era of passive consumption is over, and companies now have to open up to the challenges and opportunities of engaging with active and vocal audiences.
Attracting and retaining customers, and maintaining a meaningful dialogue with them, will be more important than ever in 2009. There is no doubt that these are challenging times, but with that comes a real opportunity for the most creative and forward looking companies to come into their own.
So get creative this Christmas, and here's to a successful 2009!