On December 1, 2008, the National Bureau of Economic Research indicated that a recession began in the United States in December of 2007. While many economic experts and pundits had been speaking of recession for over a year, the official pronouncement, coming on the heels of one of the worst economic downturns in U.S. history, has left many organizations vulnerable and, in some cases, fundamentally at risk or irreparably damaged. Whether an organization is for-profit, non-profit, or governmental, it is now bracing itself for the possibility of being forced to meet or exceed its business goals and objectives with fewer human and financial resources.

What This Reduction Means for Organizational Web Managers and Web Sites
Traditional business wisdom recommends that organizations either maintain or increase investments in their marketing and sales efforts during a recession.  Doing so, the recommendation asserts, helps maintain or increase brand recognition. In addition, it maintains or increases market share for products and services, or otherwise supports other organization objectives. In short, investing in Marketing and Sales helps an organization sharpen its competitive advantage. However, the same camps that offer this “spend more on marketing” advice also indicate that it’s important to examine an organization’s core operational expenses and reduce costs...

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