Hardware, software and expert advice for digital signage and kiosks
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Hardware, software and expert advice for digital signage and kiosks |
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SignageWireIs marketing the first casualty of an economic downturn?Author: WireSpring on 2008-10-27 13:04:58 MarketingCharts would seem to think so, according to this article: Nearly two-thirds (65%) of CMOs and marketing execs say their ad
budgets will decrease because of the troubled economy, but more of
their money will go toward digital/interactive marketing than before, according to a new survey from Epsilon.Roughly the same percentage (63%) of the 175 CMOs and marketing execs surveyed report that their spending on interactive/digital marketing has risen, while 59% report a decrease in traditional marketing spend. The study also finds that though CMOs are facing tough challenges in the current economic climate, 94% of those surveyed agreed with the statement, “A tough economic period is precisely the time when marketing plays a key role.” Our take: Statistically speaking, marketing is usually one of the first things to get cut as retailers and CPG manufacturers feel the heat from shareholders. However, traditionally these groups also tend to fare the best over the long-run, taking smaller percentage cuts than other areas quick to get reined in (including human resources, manufacturing and all sorts of middle-management). The reason is simple: marketing must ramp up before manufacturing can again, in order to build demand. Consequently, cuts to marketing are typically earlier but smaller. Bumps to marketing also happen more quickly, and sooner than to other areas of business development. Given the trend towards accountable marketing, we predict that above-the-line marketing programs, particularly for TV, will get cut most deeply during this down cycle. The winners will be Internet and shopper marketing programs, which are less expensive to run, more accountable, and, according to many, more productive. Comments (0)
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Leave a CommentPrevious Article: When BSOD's Attack: 15 Ridiculous Digital Signage Crashes Next Article: Ecast unveils Ecast IQ interactive digital signage LEGAL STUFF: SignageWire is written by the WireSpring staff but may periodically include articles by guest authors. The author of each article is clearly identified at the start of the article. The opinions expressed in each article are solely those of the author, and do not reflect the official opinions of WireSpring Technologies, Inc. All SignageWire articles are copyright © 2008-2009 WireSpring Technologies, Inc. or the guest author, as appropriate. All content besides the actual article text, e.g. surrounding branding and informational content, is copyright © 2000-2009 WireSpring Technologies, Inc. All rights reserved. Except as provided in WireSpring's Republishing and Syndication Policy, no SignageWire content may be reproduced, in whole or in part, without WireSpring's express written consent.
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Whether you're new to digital signs and kiosks or you've been in the business for years, you've probably noticed that nearly every announcement and press release contains a huge amount of hype. Our goal with this blog is to provide coverage of the more interesting happenings, along with commentary to give you a reality-check on what matters and what's just fluff. We post new articles several times a week.
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