In this economy, innovation is imperative for corporate survival and individual success. But, you’re not sure how to best use innovation to help your company succeed and grow during with flat or reduced marketing spend. Fortunately, you do have the tools available to respond to your CEO’s demands to get creative and make it happen. By using a slightly different mindset and some technology, you can make it happen…

I know, you are feeling quite risk-adverse these days. But, it’s our responsibility as marketing professionals to think differently and offer up to management ways to grow the business, without betting the farm or spending exorbitant amounts of capital. I know it is not easy, you are afraid to offer up programs that may fail. You and the team know that in order to gain market share during slow growth times, you need to in fact have the confidence and support of your management to dip your toes into trying innovative projects. Now is the time that you will be able to get those few extra market share points from your competitors who are contracting their marketing. And you can achieve your results for less today then it will when the market really comes back strong…

So think about making sure that 15% of your marketing spend is around innovation. Think how you can use technology to increase the rapport and relationship with your best and most profitable customers and markets. That’s how you as a marketer will make your business stronger and more profitable.

Oh, and ya, a social marketing project in 2009 is just one potential project to think about. Sorry about that shameless industry plug…