I have read recently several pleas from trade publications extolling their virtues of reaching audiences.  Each had one common theme: In 2009, it is imperative to not go ‘dark’, but to continue to keep your brand in the front of people’s minds.

This is a very true statement.  Marketing in a down turn is incredibly challenging, but also can be the most rewarding.  Though growth can be limited, market share can be gained by the actions you take.  Keeping your brand in front of customers and prospects is a key action.

We do have a different opinion as to the methods in which to do this.

Print and other traditional advertising methods can be very costly.  Calculating this cost means more than reaching the thousands of subscribers they may have.  It is more important to calculate how you will engage these subscribers.  Print is very mass appeal and my opinion cold.  Online can be far more one to one in engagement and therefore warm.

So where and how can you position yourself using the more cost effective online tools?  To specifically answer this question, we recommend you take the time to research and assess your specific audience.  However, in a general sense, there are several themes that we believe will be popular in 2009.  This is by no means exhaustive and as we continue to research the subject, we will likely add to the list.

1. Sustainability - Green marketing has been en vogue for several years.  Sustainability takes it to the next level.  Searchers will look to find more information on how they can be more green, but also save money in the process.  2009 will see them support companies that do the same and/or help them achieve this goal.

2. Financial Planning - This one is obvious after the events in 2008.  2009 will prove to be challenging as well.  Can your brand fit with ways, tips, improvements, etc. for financial topics.

3. Career Tips - There will be many more people hitting the job boards and alternate sites in search of jobs or other career tips.  Planning ahead can help these future seekers.  Tips on networking, alternative education, certifications, and job seeking tips will be in demand.  Can your brand engage with these people.

4. Games - Did you notice that games did not take a dip?  In fact, GameStop reported great numbers today.  There is a common thread to human nature, we all like to be diverted from the real world.  I expect this thread will be pulled often in 2009.  Games are a favorite diversion.  Can your brand get mindshare by offering a game?

5. Entertainment - Same theory as #4.  If your brand can fit (And you will be surprised that most can) with forms of entertainment, then you can use these vehicles to keep mindshare.  Online videos that entertain will continue to be popular and free outlets.  Growth will continue in 2009, as I expect other avenues may decline such as pay tv.

So there is 5 to start with.  Consider if you can produce content that might fit these 5 themes in 2009.  We will be practicing what we preach.  This blog is meant to be informative.  In 2009, we will begin to open it to other posters that have useful content to our readers and beyond.  First up, look for us in the next few weeks to begin posts every two weeks by a guest that is an expert in career counseling.  We believe this content will be useful in conjunction with our regular online topics.  If you know of others that would benefit, do us a favor and spread the word.

Tomorrow, we will institute a Fun Friday post.  On fridays in 2009, we will share fun online content and other interesting topics.  Your suggestions and comments are always welcomed.