PKF Texas – The Entrepreneur’s Playbook: Don’t Axe Interactive Marketing

by | Feb 29, 2008 | PKF Texas - The Entrepreneur's Playbook®

Note: Running Fridays in FromGregsHead.comis a continuing series of tips brought to you by Greg Price. These run Saturday mornings during the BusinessMaker’s Radio Show on KPRC 950AM. Audio files can be found on the Entrepreneur’s Playbook page of the PKF Texas website.

Most economists would agree that we are in, or soon to be in some type of economic recession. Based upon past results one of the first areas that seem to see the budget axe is advertising budgets. However a recent research study by Forrester Research would suggest that Interactive Marketing that delivers results probably won’t suffer this time around.

One the key reasons for this is that Interactive Marketing target the decision to buy, versus brand awareness.   Two areas that seem targeted for investment include: Search marketing and email marketing. 

Past history suggests these types of media get cut in tough times.   But something has changed since 2001, social applications actually work.   Forrester suggests that they work because: 1) Well-designed social applications are effective; 2) They’re cheap; and 3) They motivate consumers in the middle of the funnel.

As a senior executive at your organization you will probably be involved in these types of discussions. Make sure you get Interactive Marketing with results.

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