Digital marketing is poised to grow during this downturn. Although the marketing world has been hit hard, as reviewed in a recent Convince & Convert article some marketing channels will thrive in this environment. During the last recession, online advertising, plummeted 27% over two years. But according to the author, this time will be different. “Not only will online marketing survive, it may actually thrive during the lean times, continuing its inexorable theft of ad spend from traditional media tactics. Online is far more mature and proven now”
There are several reasons that account for digital marketings viability in a downturn. Online does not require a long term commitment and it is typically less expensive than an offline campaign. The predictable shift in a downturn is to focus on expanding sales with existing customers and email is the perfect vehicle for this group. Reduced marketing dollars can be focused on likely prospects rather than wasted on the disinterested. When compared to traditional tactics, online marketing offers superior measurability and trackability.