This economy is challenging all of us to think and act in new ways. When economic challenges impinge on budgets, marketing is often seen as an easy item to cut; however, ask yourself this one question: In a marketplace where every single customer is more critical than ever before, why in the world would I want to stop talking to potential customers?

The correct approach is to rethink and reform your marketing efforts to allocate resources more efficiently. An example of this is using online tools to cost-effectively and tactically reach existing or prospective clients. Setting up creative, well-targeted email blasts is one way to reach a certain audience. Another interactive approach is to incorporate a blog on an existing website, or use an online survey to immediately gauge customer feedback about a certain product or service.

By using a variety of tools in the marketing arsenal, businesses can approach their budgets in a smart, organized and clear manner, applying the best marketing resources for the project. Public relations is another ideal way to build awareness, maximizing key messages in the process. Editorial essays, grassroots publicity efforts, and well-timed press or charitable events are PR tools that can be cost-effective and high impact at the same time.

Reaching a targeted audience with a focused approach can help businesses navigate short-term challenges without altering a marketing budget and causing long-term issues. Don’t let a tough economy dictate your marketing needs—customers could forget who you are and what you do if you aren’t using the right tools to reach them!