Jeremy Bromwell, a Definition 6 Account Coordinator, reported on a Forrester research article...

Because many interactive marketing programs are fueled by measureable results, interactive marketing will survive and even thrive during a recession.

Jeremy covered a few points that have held extremely relevant:

1. Many interactive marketing formats target the decision to buy, rather than just boosting awareness. When people are worried about spending, increasing engagement is more likely to generate sales than shouting about a brand.
2. Predictions are that online display ads won't be hit too hard, money will flow towards search engine optimization solutions and email marketing will increase and social applications will strive in the soft economy.
3. Make sure results-based interactive gets its share of the mix. Your CEO is warning your VP of advertising to prepare to cut spending. You should be whispering in his/her other ear with stats about how your targeted email marketing, search engine optimization marketing, or online advertising programs are paying off. If the dollars get cut, this will keep interactive in the mix or even increase your share of the remaining marketing dollars.

Jeremy's final thought to the group was that interactive marketing initiaves should be top-of-mind during a recession as their measurable results can be used as leverage to hold on to or even expand interactive marketing programs. The ability to tie ROI and ROAS to an interactive campaign is one of the many advantages of the channel.  Also, time to market and refinement cycles are much quicker with interactive and the cost is often lower too!  The full article can be viewed at: http://www.forrester.com/Research/Document/0,7211,45128,00.html