socialmedian: Four Reasons to Keep Branding During a Recession

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Four Reasons to Keep Branding During a Recession

Source: The WebMarketCentral Blog

2 days ago

Summary

The trends are clear: as the economic malaise deepens, GDP growth heads into negative territory and unemployment rises, marketers are slamming the brakes on any program that is offline / branding and shifting whatever dollars they have left in their shrinking budgets to online / direct response.

Last week, MarketingSherpa published two charts showing the shift from offline to online spending, and from brand advertising to direct. Then yesterday, they released this chart, providing detail on the shift in tactics.

The temptation to move in this direction is obvious—but temptations can be dangerous. Shifting resources to social network interaction is smart, and likely would have occurred to some extent even without a recession. Emailing to house lists is another no brainer, though it has to be done with caution; if overdone, unsubscribes will increase and your house list will shrink.

As for the next two tactics on the list, paid search and telemarketing, the only surprise is that there isn't a more pronounced shift toward these activities. They are highly measurabl ...Read the full article

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