Reach Customers Online

As Recession Deepens, Top Performers Revamp Their Marketing Budgets

“One major trend relates to the migration of marketing spend from high-cost channels like TV and print to low-cost channels like email that tend to be more cost effective in yielding the desired results and can also be more closely tracked and measured, which is imperative from a performance management perspective. In fact, Aberdeen research reveals that 60% of Best-in-Class companies have cut their previously allocated marketing spend in traditional media, 18% by more than half, while 47% of Best-in-Class companies, compared to 26% of Laggards, have increased their marketing spend on email marketing.”

From a Marketwire report posted on iStockAnalyst. Based on a press release about recent research from the Aberdeen Group. The Marketwire piece has more detail than the Aberdeen summary. If you want to figure out if any business is recession-proof, it looks like internet marketing will suffer less than traditional marketing, mostly because the cost structure is less and reach is potentially greater than, for example, direct mail. However, what works always depends on the needs of a particular business.

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