From the recent chart ‘Marketers Flock to Some Digital Tactics, Abandon Others in Downturn’, released by MarketingSherpa, we see confirmation of marketers’ plans to change from expensive old media strategies to less expensive online ones.
Everybody plans on reducing expenses but some media will be much more affected than others. Radio and TV ads are receiving the most cuts, from 83% of the respondents. Print advertising, Events and Direct email will also experience significant reductions in their use. Other online strategies may also suffer from cuts. This is the case with Online display advertising and Email to rented lists, where there is a planned reduction for 43% of users that will not be compensated by the slight intention of increase in usage from others. The big winners in this situation seem to be the Web 2.0 and the Emailing to house list. With 48% of marketers interested in using these more, even through the recession, this may be their chance to be proven as strong marketing tools.
But comparing the advantages of those two tools, we totally agree on a comment made by Marketing Sherpa’s experts: “Not surprisingly, house email and Web 2.0 are getting high attention; both are relatively low-cost and the former, at least, has proven ROI. Web 2.0 is seen as having the same virtue, although it doesn’t have email’s well-documented ROI”.