Monday, March 9, 2009

Metrics Key for Winning in the Downturn

FEBRUARY 27, 2009

“Slash it!”

With the economy struggling and budgets being reduced, US marketers are focusing on quantifiable tactics to get their messages across.

iMedia found that the majority of marketers were dedicating their firms to measurable, ROI-driven strategies. While some were keeping plans the same, even fewer were abandoning new marketing initiatives.

“With the current economic recession, digital marketing professionals are holding out hope that some of the budget dollars originally slated for traditional marketing will move into the cheaper, more measurable digital medium,” wrote iMedia analysts.

What is preventing marketing executives from moving more funding into the online space?

Respondents to the survey said that dependence on traditional measures, corporate culture, departmental inertia or fear and a lack of metrics were the largest roadblocks to further allocation.

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