Taking a Pulse
One of the things I want to do at the Consumer Forum in Dallas is get a read on marketing attitudes during The Downturn.
For conservative marketers:
- I’m assuming online is treated like traditional, i.e., one knows what it’s good for and standard rules of ROI & efficiency hold. Esp. for direct marketing purposes
- That said, where do "newer" branding efforts stand?
- Other digital efforts are (relatively) inexpensive in an absolute sense, but do they feel the hatchet because of their unproven payback and thin reach? I’m thinking mobile and real social marketing (not cheap banners on social networks)
- And how will advanced efforts, like attribution measurement, fare?
For aggressive marketers, is now the time to double down, gain share, and cut through the clutter?
Forrester’s early takes: