HBR Article: How to Market in a Downturn

Targeted advertising using Google paid search (instead of general banner ads) is one of Seven Smart Ways to Economize Advertising list in the most recent Harvard Business Review. The takeaway for higher ed marketers is that relevance and precisely targeted messages are the key to success (any time, but especially in times like these).

In an article entitled How to Market in a Downturn, HBR provides suggestions for resisting the temptation to stick our marketing heads in the proverbial sand, but do so with confidence that you're making effective (albeit frugal) decisions. Keep reading the article online.