jhmcarsct
10-09-2008, 08:01 PM
Americans are in the midst of a slow-motion economic panic as banks, insurance companies and jobs disappear before our eyes. The numbers show how consumer spending continues to decline as confidence wanes. And marketing budgets are being slashed. What works in this ugly climate?
In past recessions, marketing spending usually moved from image advertising to "below the line" sales promotion. The thinking assumed that it was better to take a short-term pricing hit and live to fight another day. In recent downturns, many incorporated direct marketing in additional to promotion, because it asked for the order in a quantifiable way.
Now we face a shrinking economy already knowing that online direct marketing - lead gen in particular - has become a marketer's most efficient tool. But many marketers are asking how they are going to get a return on their online ad investment if the demand side is drying up. At first impression, that looks like a reasonable fear. Consumers are already cutting their discretionary spending and avoiding new credit card purchases. And businesses are following suit.
For a look at why online lead gen may make more sense than ever amidst today's turmoil, and how smart marketers can best take advantage read Performance Insider (http://www.mediapost.com/blogs/performance_insider/?p=93)
In past recessions, marketing spending usually moved from image advertising to "below the line" sales promotion. The thinking assumed that it was better to take a short-term pricing hit and live to fight another day. In recent downturns, many incorporated direct marketing in additional to promotion, because it asked for the order in a quantifiable way.
Now we face a shrinking economy already knowing that online direct marketing - lead gen in particular - has become a marketer's most efficient tool. But many marketers are asking how they are going to get a return on their online ad investment if the demand side is drying up. At first impression, that looks like a reasonable fear. Consumers are already cutting their discretionary spending and avoiding new credit card purchases. And businesses are following suit.
For a look at why online lead gen may make more sense than ever amidst today's turmoil, and how smart marketers can best take advantage read Performance Insider (http://www.mediapost.com/blogs/performance_insider/?p=93)