Marketing In A Down Market – Forbes.com
Marc Babej, ex-Forbes writer and current NYC marketing consultant and Forbes.com columnist, writes in his current column on marketing tactics in a recession:
“5. Shift media spending to accountable media. Not because they necessarily perform better, but because investment in them can be justified in terms of return on investment. A heavy bias toward accountable spending is the best way to protect marketing budgets from profit-starved CFOs.”
This would bias spends towards search and email marketing — put a hurt on print which would be irrecoverable for some publications with already shaky balance sheets — and see the rise of auction models against remaindered traditional impressions (GoogleTV rushes to mind). It will be interesting to see how the supply of “accountable” media impressions holds. Right now the conventional wisdom shows a glut, so CPM pressure should be low.