The knee-jerk reaction to the significant downturn in the economy is to cut, cut, cut - each and every expense line on your income statement. One of the easiest targets for these cuts is the company's marketing/advertising budget, since it is an overhead cost with a return on investment that is difficult to track.

It's important to resist the temptation to reduce or abandon your marketing efforts. If you are going to lose 10 percent of your business because of the economy, why not bring in 10 percent more new business to lessen or even offset your losses. 

If you feel that your traditional marketing avenues won't fit into your annual budget, look for creative alternatives. Start with your current marketing plan and branch out to new mediums, markets, and methods. Don't be afraid to try something new. See what you can do in terms of grassroots marketing efforts. Networking events, mixers, community organizations and civic groups all provide opportunities for marketing your business.

You have many opportunities when it comes to marketing, so don't pull the plug on all of your efforts. Reevaluate your options and find a plan that works best for your company. Keeping up your marketing efforts may just set you apart from your competitors in this economy.