Marketing is often the first thing to be cut back during tough times.  And this year certainly qualifies as tough for most companies.  Admit it…you’ve either already cut yours back or at least thought about doing so.  

Here’s another thought to consider (at least for the savvy competitor).  If (or when) your competition reduces their presence in the market,  the typical communication clutter we all fight becomes minimized.  When the competition isn’t talking to your customers, it offers an opportunity for a more captive audience.  Eureka!  This is your opportunity to stand out in the crowd and convince potential customers to spend money with you.  If you’re not actively reaching out and marketing to your target audience, be confident that a competitor will.