Shelter From the Storm
Shelter From the Storm
It is a confusing storm of information that, for most SMEs, makes a guessing game of many business decisions. Nowhere is this truer than for marketing and advertising. Even in the best of times, there is debate about the wisdom of marketing, advertising, public relations and corporate communications. When money tightens, media budgets are often the first ones chopped.
It’s not difficult to see why. Throughout their history, they all have struggled with finding accurate measures of their effectiveness. Of course, it’s often easy to see an increase in sales following a media campaign, but was the outlay worth the income? How much of the income was due to the campaign? Is there a less costly way to get the same result?
Too many questions. Without solid measures of its effectiveness, marketing and its ilk will always suffer budget slashes in tight economic times.
At least until internet marketing becomes more mainstream – if it isn’t there already. If anything, the current recession might be a bit of a coming out party for IM. While it is difficult to keep all forms of IM under one umbrella - the internet is a medium of media – the truth for all of them is that they are thoroughly measurable. Every view, every click, where they came from, where they went and what they bought, is all there for the analysts to analyze, in full-colour, up-to-the-minute graphs and charts.
Regardless of how “measurable” is your marketing, sometimes tough times call for cuts and you can’t avoid them. The internet is where a marketing “budget of limitless possibilities” can exist. In simpler terms, with IM, you can spend as much or as little as you like, even nothing, and still have a successful campaign. IM might be the perfect shelter for your marketing budget during a recessionary storm
The downside is, you can spend as much or as little as you like, even a million dollars, and have an unsuccessful IM campaign.
Shelter From the Storm - To learn more about this author, visit Max Kalles's Website.
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“The sky is falling!”, “everybody get out!”, “everybody get in!” – in the early to mid stages of a recession, it seems like everyone is shouting. From the mass media, who are trying to maintain sales, to pundits, who are trying to maintain credibility, there’s no shortage of warnings and advice about what is and will be.
It is a confusing storm of information that, for most SMEs, makes a guessing game of many business decisions. Nowhere is this truer than for marketing and advertising. Even in the best of times, there is debate about the wisdom of marketing, advertising, public relations and corporate communications. When money tightens, media budgets are often the first ones chopped.
It’s not difficult to see why. Throughout their history, they all have struggled with finding accurate measures of their effectiveness. Of course, it’s often easy to see an increase in sales following a media campaign, but was the outlay worth the income? How much of the income was due to the campaign? Is there a less costly way to get the same result?
Too many questions. Without solid measures of its effectiveness, marketing and its ilk will always suffer budget slashes in tight economic times.
At least until internet marketing becomes more mainstream – if it isn’t there already. If anything, the current recession might be a bit of a coming out party for IM. While it is difficult to keep all forms of IM under one umbrella - the internet is a medium of media – the truth for all of them is that they are thoroughly measurable. Every view, every click, where they came from, where they went and what they bought, is all there for the analysts to analyze, in full-colour, up-to-the-minute graphs and charts.
Regardless of how “measurable” is your marketing, sometimes tough times call for cuts and you can’t avoid them. The internet is where a marketing “budget of limitless possibilities” can exist. In simpler terms, with IM, you can spend as much or as little as you like, even nothing, and still have a successful campaign. IM might be the perfect shelter for your marketing budget during a recessionary storm
The downside is, you can spend as much or as little as you like, even a million dollars, and have an unsuccessful IM campaign.
Shelter From the Storm - To learn more about this author, visit Max Kalles's Website.
Like this article? Share it with your friends
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