Today’s Client Services meeting led into a discussion about how economic forces affect our clients’ media planning and budgeting. Jeremy Bromwell, a Definition 6 Account Coordinator, shared some of his thoughts from an article he recently read on Marketing Sherpa…
Cuts for offline media and brand tactics are taking the biggest hits. As an interactive advertising agency, we are uniquely positioned to help our clients divert offline dollars to the interactive channel and use superior analytics tools to increase both ROI and ROAS. Jeremy’s key points included:
1. Over 50% of brand advertising is projected to have some to significant reductions in 2009. Brand advertising would consist of both online display ads and print ads.
2. 68% of direct advertising budgets are projected to have no change or to increase. Direct advertising includes tactics like direct mail and email campaigns.
3. When you split the same tactics between online and offline budgets, 12% of traditional media budgets are expected to increase while 31% expect increases in online budgets.
Brand efforts support direct tactics which can be especially important during an economic downturn, when brand advertising can underscore an organization’s strength. Further, a downturn creates a buyer’s market for brand impressions offline and online which can give opportunistic companies a chance to enhance their market position. As your overall marketing budget gets cut, evaluate the proportions like you would an investment and look for areas to reaportion funds to yield the most fruitful return. As consumer preferences evolve away from traditional channels, money can easily be diverted to a variety of interactive techniques to keep brand engagement high.
You can read the article in its entirety at: http://www.marketingsherpa.com/article.html?id=30914
Cuts for offline media and brand tactics are taking the biggest hits. As an interactive advertising agency, we are uniquely positioned to help our clients divert offline dollars to the interactive channel and use superior analytics tools to increase both ROI and ROAS. Jeremy’s key points included:
1. Over 50% of brand advertising is projected to have some to significant reductions in 2009. Brand advertising would consist of both online display ads and print ads.
2. 68% of direct advertising budgets are projected to have no change or to increase. Direct advertising includes tactics like direct mail and email campaigns.
3. When you split the same tactics between online and offline budgets, 12% of traditional media budgets are expected to increase while 31% expect increases in online budgets.
Brand efforts support direct tactics which can be especially important during an economic downturn, when brand advertising can underscore an organization’s strength. Further, a downturn creates a buyer’s market for brand impressions offline and online which can give opportunistic companies a chance to enhance their market position. As your overall marketing budget gets cut, evaluate the proportions like you would an investment and look for areas to reaportion funds to yield the most fruitful return. As consumer preferences evolve away from traditional channels, money can easily be diverted to a variety of interactive techniques to keep brand engagement high.
You can read the article in its entirety at: http://www.marketingsherpa.com/article.html?id=30914
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