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Marketing dollars shift in response to economy

2009 is here, along with new budgets that reflect both our weakened economy and a shift in marketing tactics. Technological advances and increased scrutiny of corporate spending have precipitated two significant shifts in marketing budgets.

The first of these shifts that we're seeing is budgets for costly offline print and TV campaigns being redirected to online efforts. So, why the shift? As I mentioned earlier, corporate spending is increasingly being scrutinized and CEO's want to know that they're seeing returns on their investments. Traditional campaigns are expensive and the advent of services such as TiVo and DVR are driving up the already high cost of TV impressions. To make matters worse, tracking the results of offline campaigns is difficult, if not impossible. Online provides more affordable and measurable channels for marketing.




In addition to the online shift of marketing dollars, we're also seeing a dramatic change is how that money is spent online. Until recently, banner ads were the focus of many online marketing budgets. However poor click-through and dismal conversion rates have marketers looking for new avenues, specifically, online video and social media.

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Posted by Jeremy Hilton on Feb. 06, 2009