In tough times marketers turn to proven strategies
Written by Lawrence Johnson | February 1, 2008
Online strategies remains the most effective direct response strategy. As a response to challenging economic cycles, the shift is towards client acquisition and lead generation, as opposed to retention and branding.
“The Internet’s nature as an interactive medium makes direct response more effective than with any of the other measured media.” said David Hallerman, senior analyst at eMarketer.
A recent eMarketer survey reported that direct marketers remain committed to online ads despite the fact that nearly one-quarter of respondents surveyed in January 2008 said they would reduce their media budgets compared with last year while only 10% indicated that they would increase their budget, as reported by a the Target Marketing’s “Media Usage Forecast” study.
Previous studies have also noted marketers are likely to cut spending on other media before reducing the online marketing spend. This is supported by a July 2007 McKinsey study that found that 43% of marketers surveyed worldwide said that they used the Internet for direct response, including retention.
Spending will increase on specific online marketing tactics, including e-mail (87%), SEO (72%), SEM (68%), direct mail (63%) and advertising on outside Web sites (62%), at the expense of traditional media. E-mail was judged as best for customer retention.
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