The first update for a while, but given the turbulance in the financial markets and the fact that I am currently advising Australia's top ranked large value fund manager, I couldn't help but write something!!!

To say that you have to be on your toes to make things work in this market is an under statement. Things are changing by the hour and your marketing effort has to respond accrodingly.

It is rather ironic, that this is the case, as the fund manager I am working with is a value investor and they firmly believe (and their truly stunning results back it up) in buying value companies and keeping them for the long haul, not panicing and resoponding to short term movements (at least not when it comes to selling!!!).

The marketing approach has to reflect the long term nature of their investment strategies (+47% over the 3 years to the end of last fiscal year versus an All Ordinaries index down 2%) while also addressing the current fragility of the market place and peoples fears.

While the creative approach needs to be flexible, the channels within which you market needs to reflect this too.

Social media and online provides the place where you can most quickly change your promotion effort to reflect the changes, but over the coming few weeks and months a potential softening of the advertising market, may present some opportunities in traditional media that have not been so noticable of late.

Keeping track of the market place and monitoring both prices and response is (as always) going to be the key to getting the most from your marketing efforts. As the sometimes unreal world of the financial markets once again may come to impact the real economy, those that will make most of the changing conditions are those with sound strategies and strong anayltics in place to take advantage of the opportunities as they present themselves.

WATCH THIS SPACE!!!