For Interactive Marketing Professionals

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	November 19, 2008 Topic Overview: Interactive Marketing In A Downturn How To Justify Your Digital Budget When The Market Is Low by Christine Spivey Overby with Angie Polanco

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Executive Summary

In these uncertain times, marketers expect to cut 3% of their overall marketing budgets. As an interactive marketer, how do you protect your digital budget and ensure funding for future campaigns? By constructing a business case of both numbers and success stories. This Topic Overview is designed to point you to relevant Forrester research that will help you justify your digital budget when the market is low.

TABLE OF CONTENTS

• Why Interactive Marketing Matters In A Downturn
• Forrester's Take On Justifying Digital Budgets In The Present Economy
• Pick The Right Overall Measurements
• Buttress The General Case With Channel-Specific Metrics
• Use Case Studies To Appeal To The "Hearts" Of Senior Marketing Executives
• Upcoming Research
• For More Information
• Related Research Documents

This is an excerpt

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