Posted to Ben Finklea's blog on August 31st, 2009

Recession Trends That Will Last

Don’t look now, but the country may be making somewhat of a recovery. The housing markets are leveling out in some regions, jobs are beginning to pull their heads out of their assets, and the stock market is posting some encouraging days. It can be argued that the recession was good for most industries, forcing innovation, reinvention, and maturity that has been drastically missing from society over the past few decades. Here are three trends that emerged or grew during the recession that will only continue to drive industries and e-commerce.

Distributed Content

What (and who) lives in your digital ecosystem? Consumers interact through various devices and social sites, which creates very complex and modernized digital ecosystems that need to be properly navigated in order to reach them with strategic messaging. As a result, digital content is now designed to be syndicated and reformatted while retaining its relevance. This has marketers and advertisers moving away from million-dollar micro-sites and towards smaller, tactical ideas that meet specific needs for niche communities. Now consumers can access content across primary websites, widgets, applications, social profiles, blogs and mobile devices.

Listening and Targeting

Getting customer feedback is no longer about the man-on-the-street approach or filling out a “How Did We Do” paper and slipping it into a wooden box by the door. There are more than 100 technology firms offering variations of social-media-monitoring tools that measure not only key search terms but also the conversation around them. These tools provide insight into customer behavior that blows surveys and focus groups out of the water.

Meaningful Metrics

With every dollar needing to be stretched to the max, deeper analytics and tracking during the recession has yielded more meaningful insight. While implementing search engine optimization and marketing, tracking traffic, conversions, and levels of engagement have reached new levels. While a massive recession is never a good thing, in the years that follow, we will be able to look back and be able to safely say what good came from it.