Getting the balance right between optimisation & innovation

Successful marketing in a downturn isn't just about resource mgmt, optimisation and ROI. Sure these things are important and will keep you afloat in the short-term, helping your marketing investments go as far as possible.  However success in the longer-term will come from innovation, which is something which can often be abandoned when times are tough and resources slim. Downturns of course do not mean that no one is buying anything. To contrary, people are still buying, but in general are more cautious and risk adverse and the onus on suppliers is to ensure that true value is being delivered, and innovate around customer needs.

If you're keen to innovate, but don't know where to start,  here's quite a good innovation process to follow for technology projects.

Also, WHATIF!, have quite a few resources to help create the right environment for fresh thinking. Their book: Sticky Wisdom is certainly worth a look.