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San Dimas, CA (PRWEB) February 14, 2008 -- Following a series of pronouncements by a number of economists that the U.S. economy is in a recession, Carlos Ugalde, President and CEO of California-based Internet marketing agency WebMetro, has seen an upsurge of activity with several clients in Search Marketing, particularly Pay Per Click (PPC) and Search Engine Optimization (SEO), which he believes are likely to provide some of the best returns on advertising investment during a recession.

"Since a recession will have an impact on overall sales due to lower levels of consumer spending, smart marketers must allocate their budget where they will get the best return on advertising investment," said Ugalde.

Reported by eMarketer in January 2008, a survey of 3,000 marketers conducted by The Fournaise Marketing Group, and cited by the World Advertising Research Center, indicates that 65% of marketing spent had no discernible effect on consumers in 2007. During a downturn, most companies don't have 65% of their budget allotted for "chewing the fat." Survival mode kicks in and the strongest survive. Internet marketing, particularly Search Marketing, has shown to be the most trackable and accountable of all mediums.

Ugalde adds, "It's not just about Internet marketing, it's about taking control and knowing how to diversify efforts heading into a recession and have you well-positioned to emerge stronger."

Several factors come into play for Internet marketers as this economic downturn continues to evolve. With increasing costs and fears of recession driving down sales, Internet marketers have to take action before plans spiral out of control.

He states the following key initiatives must be considered by Internet marketers facing a recession:
1. Realigning online advertising tactics
2. Reducing fixed expenses
3. Leveraging social networks
4. Improving on-page conversions
5. Beefing up competitive intelligence gathering efforts
6. Capitalizing on market position