Think Customers: The 1to1 Blog

Today's 1to1 Weekly lead story shares some advice about how marketers can make the most of their jobs, and show real value to the organization. I also asked marketing experts via LinkedIn what advice they have for their peers during this tough time.

Tina Moffet, a marketing expert who recently was laid off from a Fortune 500 company, shared her insight:

In these tough economic times, marketing departments need to focus on two things. First, companies need to have effective loyalty programs to keep their top tier customers and identify those potential high value customers. Within the loyalty programs, they need to identify each customer groups' needs and deliver on those needs. These loyalty programs do not need to be so distinctive, but the customer needs to feel that he or she gets value from the loyalty program. If marketers can measure the positive impact of their loyalty program, they can successfully validate the need for loyalty reinvestment.

Second, a company needs to have a comprehensive CRM program in place. This includes a loyalty program, effective marketing strategies (includes DM, email, ROP), advanced targeting techniques, communication strategies, customer segmentation, customer experience enhancements, and operational efficiencies. Many marketing departments invest in a CRM database, which is only a fraction of a full CRM strategy. A great example of an effective CRM strategy is Best Buy, which identified its best customers and created store segments to better align the customer experience with customer needs. With a comprehensive CRM strategy, a company can measure their ROMI and accurately invest their marketing dollars.

Meanwhile, Kent Lewis, president of search engine firm Anvil Media, says that it comes down to money, autonomy, and emerging trends.

The easiest way to mitigate a layoff is by creating, implementing and managing effective marketing campaigns that generate a measurable return on investment. As my uncle once said as I entered the workforce: stay close to the money. Chain yourself to the cash register through effective marketing and you'll be difficult to terminate.

After being fired twice and laid off once, I can say this with confidence: beyond tying your activities to revenue, it also helps to run your own show. That's why I started my own agency years ago (that and I realized I was unemployable, even when tied to revenue). My last piece of advice is to get smart on search engine and social media marketing, as they are recession-resistant professions, especially when combined.

What do you think? Have you been able to avoid the chopping block? Has the recession provided any sliver linings? Do you have any advice for marketers?