There have been a lot of interesting posts recently on the Sitepoint and Webmaster World forums speculating about how well-placed web professionals are to deal with the oncoming recession. After a bit of research (10 minutes on said forums), I can summarise some of the main points made as follows:
- In so far as websites are part of marketing and advertising activities, they are likely to suffer in a recession since these areas tend to be the first to have their budgets cut when economic times are bad. However, online advertising may have a cost advantage over more expensive forms of offline promotional activity and could well see its proportion of marketing spend increase over the course of a recession. There is an interesting discussion on Webmaster World about recent trends in Google AdSense revenues which has some people reporting big drops in October and others saying things have stayed pretty steady. UK webmasters are in the happiest situation here, as the pound falling against the dollar means their AdSense revenues can actually be increasing.
- People working on websites which are vital to an organisation’s activities – e.g. through e-commerce or the provision of core services online – are less likely to be badly affected by cuts in a downturn.
- Small and large businesses alike are likely to suffer from lack of available credit. Small businesses and freelancers have the benefit of greater possible flexibility, but could be in trouble if they lack cash reserves or are too dependent upon big clients who go under.
The most sensible remedial advice on offer seems to revolve around striving to offer the best value to your organisation or client, aligning your offer closely to their business plan and coming up with ways to save them money wherever possible. Of course, I suppose we are doing this all the time anyway, aren’t we …?