Facing a fourth holiday of economic uncertainty, merchants this year will attempt to repeat the success they had attracting shoppers in 2010. Experts predict an onslaught of coupons, free shipping and multichannel efforts to draw in recession-weary consumers.
First, debt-ceiling negotiations in Washington, DC went down to the wire. Then Standard & Poor's downgraded the United States' credit rating, prompting a roller-coaster stretch for the Dow Jones Industrial Average. In response, marketers pondered if the economy was entering the second valley of a double-dip recession, or whether the market volatility was just another bump in a slow recovery.
How's this for an attention-grabbing headline, courtesy of the Associated Press: "Here we go again: Another big down day for Dow." As I write this column, the Dow is going berserk again in a major stock sell-off on the heels of poor economic reports and European debt woes.
Four business executives said they survived the "Great Recession" by returning to direct marketing fundamentals, while speaking during a July 14 panel discussion at the MeritDirect Business Mailers's Co-op and Interactive Marketing Conference.
Direct Marketing News spoke with Jonathan Barnard, ZenithOptimedia's head of forecasting, about the ad industry's progress in recovering from the "Great Recession."
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