It is brutal out there. Banks won’t lend to each other, consumers are holding back spending uncertain of the future, and companies are cutting back as they have lost faith that consumers will buy.

Although times are tough, history has shown us that companies that invest wisely in marketing during economic downturns can steal market share and strengthen brand image.

You only have so much budgeted for marketing.  A wise move in 2009 might be to shift some of those marketing dollars on-line.  Internet marketing can prove more cost effective, targeted and measurable than traditional advertising.

Here are five on-line marketing strategies that I believe can help you survive the downturn to emerge stronger and ahead of the competition.

Demand Accountability and ROI

Is data driving your marketing? Do not rest until the value from your marketing plans and activities can be quantified and measured.

By using web analytic tools you can see how visitors found you and interacted with your site. You can determine what messages work and don’t work. And by integrating your on-line efforts with your off-line advertising you can deliver consistent, planned messages to move buyers comfortably through the decision making process.

Test, test, and re-test. The web provides an inexpensive way to experiment and come up with creative ways to engage customers and prospects. Continue to iterate and test focusing on continuous improvement.

Leverage Search Engines

Although the market is tough, buyers still need information on what to buy, where to buy it and who is providing the best deal. And today, over 80% of consumers and businesspeople turn to search engines to get the information they require.

Traditionally, we try to interrupt potential buyers with our advertisements to get their attention. On search engines you serve up an ad that is relevant to exactly what they are researching. Ads are actually welcomed by the buyer.

Build Your Brand On-line

Determine where your target customer is performing research and consuming on-line content for advertising opportunities to hammer home your value proposition.

Stay Close to Customers

By participating in or spending time exploring social sites and blogs that relate to your company’s demographic or target customer you can learn more about their needs and your competition. You can merely listen in or even contribute.

Focus on Trust

Buyers are generally skeptical of marketing messages and advertising. And now, the economy is delivering a major blow to consumer and business confidence. Because they have limited funds the risk of buying the wrong product or service is increased. They need to turn to companies and brands they can trust.

In today’s connected marketplace it is more critical than ever to leverage the fact that consumers trust each other more than they do marketers. One bold move you can take is to allow customer ratings and reviews on your Website. Although the possibility of negative comments may make you nervous, buyers will appreciate your company’s openness and vulnerability.

This economic downturn will be difficult. But, there is an opportunity for those that choose to act.