Marketing budgets are being slashed across the board, and it’s no secret that some exciting new innovations are going to have to wait until companies are doing a little better financially.
A recent study looked into the spending plans of direct and database marketers to figure out how the economy is going to affect their spending – and how it shouldn’t.
The biggest shift is that marketers are looking toward more direct targeting in marketing as opposed to mass routes. The Internet plays a huge role as marketers strive to make deeper and more lasting connections with their consumers, and they’ll also be working hard on analytics for their consumers, trying to figure out how they tick.
It’s working…
All in all, the personal approach may be a very good move for marketing in general, from both a financial and an effectiveness perspective.
Many social media strategies are getting a far better return on investment than more conventional approaches, which means that not only do marketers have the opportunity to work on a smaller budget – they actually might accomplish more by doing so.
Ultimately, marketers are looking for ways to improve the value and effectiveness of their products and services as well as ways to communicate those improvements to customers. That shift is good for the marketing budget, good for sales, and finally, good for the consumer. Strange how a down economy can bring out the win-win solutions.

Smart Marketing for drtvMarketing budgets are being slashed across the board, and it’s no secret that some exciting new innovations are going to have to wait until companies are doing a little better financially.

A recent study looked into the spending plans of direct and database marketers to figure out how the economy is going to affect their spending – and how it shouldn’t.

The biggest shift is that marketers are looking toward more direct targeting in marketing as opposed to mass routes. The Internet plays a huge role as marketers strive to make deeper and more lasting connections with their consumers, and they’ll also be working hard on analytics for their consumers, trying to figure out how they tick.

It’s working…
All in all, the personal approach may be a very good move for marketing in general, from both a financial and an effectiveness perspective.

Many social media strategies are getting a far better return on investment than more conventional approaches, which means that not only do marketers have the opportunity to work on a smaller budget – they actually might accomplish more by doing so.

Ultimately, marketers are looking for ways to improve the value and effectiveness of their products and services as well as ways to communicate those improvements to customers. That shift is good for the marketing budget, good for sales, and finally, good for the consumer. Strange how a down economy can bring out the win-win solutions.