Trends Report

The Down Economy Pushes B2B Digital Tactics Ahead

Integrate Email, Digital, And Search Marketing To Make The Marketing Mix Pay Off

April 24th, 2009
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Peter Burris , Christina Lee , Zachary Reiss-Davis

Summary

As the current recession continues through 2009, a company's marketing mix must produce sales-ready results using less expensive channels. Digital marketing creates engaging, interesting experiences that rival personal selling without the cost of travel or in-person meeting logistics. Digital also lets marketers foster relationships with more stakeholders than sales can reach as inexpensively or comprehensively. Shifting to interactive tactics now lets marketers not only come out ahead of competitors when the economy turns but also establish new marketing disciplines required to address more Web-savvy and socially connected buyers.

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