It's the recession , stupid.

Do you remember how Bill Clinton won the first round as president of the US? With this basic approach to the economy: it's the economy, stupid.
Now that most of the countries are facing a slow down of their economy and, perhaps, a recession, it's time for us as marketers and for the companies, to think that with a weak economy, some basics do change.
In this great post from Groundswell, Josh Bernoff hilights key factors that will influence the way companies face these tough times.

Awareness ads will lose effectiveness
But social applications are about consideration, not awareness
It's cheap

It's the recession, stupid!
Getting to know what your customers, of today or prospects are far more important in troubled times, cause they can be the provider of consideration.