Published by admin on 06 Apr 2009
Search Marketing in a Down Economy
It is important to keep marketing in a down market if you don’t you will lose touch with your clients. In a recession customer service and marketing is more important than at any other time. If you lose touch with your client base you won’t be able to see the trends your clients are facing. Below is a good article from Adotas discussing how online advertising will probably continue to grow in this down economy.
“So it’s no surprise that marketers are shifting to direct-response ads, search and performance-based advertising and away from less measurable display and branding campaigns, according to Imran Khan, who runs the global Internet research at JP Morgan Chase, who spoke at the OMMA Global Hollywood
“Historically, ecommerce drives online advertising,” he said. “Roughly 4% of total retail sales in the U.S. are from ecommerce. Amazon’s recent revenue results came in at about 8% during a time when consumer consumption was down.”
Overall, roughly 8 percent of the total ad dollars in the U.S. is spent online, while many consumers spend about 30 percent of their time surfing the Web, according to MediaPost. About 85 percent of total ad dollars spent online in the U.K. is performance-driven, compared with 50 percent in the U.S., Khan said.
Brands want more effective ways to reach consumers and efficient tools and processes to buy advertising online. But as observers of social media marketers have noted, brand awareness trumps intent for purchase. If more and more people are interacting on social networks, is the performance-driven models a short term phase because of a terrible economy?”
