Advice for marketing in a downturn
Beginning in April, Google, in partnership with the London Business School and the Daily Telegraph, launched the 'Survival of the Fastest' YouTube channel, the UK's first business advice channel on YouTube. 'Survival of the Fastest' is part of a wider campaign at Google to demonstrate the value of digital advertising and digital tools for UK businesses. Particularly in a downturn, we believe that companies who act quickly to incorporate digital into their everyday decision-making will be best positioned to discover changing consumer preferences, quickly implement those insights, and drive overall efficiency.
Since the site launched, we have received more than 90,000 video views, attracted more than 600 subscribers, and have uploaded 377 interviews with business executives and thought leaders across the UK. Our latest video compilation, 'How to start a business in the slowdown', was recently featured on the Daily Telegraph's website for entrepreneurs who are starting out or developing their own businesses.
We've selected here some of the latest clips that provide insights and tips specifically for planning marketing campaigns in the current business climate:
Bob Thacker - SVP, Marketing & Advertising - OfficeMax - The art of experimentation online
Peter Bazalgette - Director - YouGov - Improving market knowledge in a downturn
Andrew Walmsley - Founder - i-level - The Internet as a means of listening
Guy Levine - CEO - Web Marketing Advisor - Measuring the value of online strategy
Dan Goldstein - Assistant Professor of Marketing - London Business School - Can marketing help sustain competitive advantage in a recession?
Steve King - Global CEO - ZenithOptimedia - How does consumer behaviour differ in a downturn?
Visit the Survival of the Fastest channel and rate and comment on the videos to join the debate. We hope you find the clips thought-provoking!