The Down Economy Pushes B2B Digital Tactics Ahead

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.