David McLean

What should “savvy” marketers being doing in this going-down-the-drain economy? I’m not sure I know any “savvy” marketers, but, my Chinese qigong master says, “be happy and get outside a lot.”

Photograph taken in 1882 by Napoleon Sarony. Courtesy Wikipedia.

So I took his advice about being happy and instead of going outside I read a little from The Picture of Dorian Gray, because I’ve decided it’s time I finally read it. And this is what I decided: things are so uncertain that it’s anyone’s guess whether it’s a good time to buy print ads or direct mail or do nothing.

What I DO know is that there are some inexpensive Web based strategies that make sense. I know that public relations is probably still a good value because people still think editorial copy is more genuine than advertising messages. And I have a hunch that looking for new customers who are likely to need what you have regardless of cost is a good idea.

That’s why King’s English is hawking “content,” now. Blogs are essentially free and currently they represent one of the best ways to put yourself in front of a Googling audience. We’re pitching this to homebuilders, art lovers, executive coaches and, as of today, rabbis.

The idea is, while blogs are easy and inexpensive to set up, keeping them fresh is a chore and a lot of people either don’t have time to write and they’re terrible writers.

So, in keeping with the 100th Monkey Magazine ethos, we are in an exciting time for marketing. Any minute now ninety-nine monkeys are going to do the same thing. Then, watch out! There will be a new trend in marketing that has some record of success in a recession.

Photo courtesy Wikipedia.