Tuesday, May 12, 2009

Online In Troubled Times

April 1, 2009: summarized from Promo Magazine -- Under pressure to make every marketing dollar count in this recession, marketers are gravitating to channels that offer measurability, accountability and a sound return on investment. And very often, that means heading online, even if they have to shift dollars from offline channels.

There's only one problem. Their consumers are flocking to parts of the Web where the metrics are still pretty shaky and the ROI can be hard to demonstrate - social networks, blogs, word-of-mouth campaigns, video and text-messaging.
What's a marketer to do? For at least some, the answer is to fish where the fish are, budget constraints or not.

According to the 2009 Promo Interactive Marketing Survey of brands and agencies, growing numbers of marketers say they will make use this year of interactive channels that are more likely to have an effect on brand identity than to drive provable incremental sales to the bottom line.

Full story at: http://tinyurl.com/oknh84

No comments:

Post a Comment