We continue today with more opinions on the shift from traditional to online and handling the reduction of marketing budgets.  Let’s get right to it.

First up is Simon from Online Perception Audits.  Simon writes:

Yes (Budgets are shrinking)….. but they’re not my budgets, they are other peoples.
TV / newspapers / traditional media have been seen to losing their grip on their market share. The tide is shifting towards… different newer ways of marketing.

From Russel at Traction:

As an interactive agency general manager I can tell you categorically that in uncertain economic times, marketing budgets do decrease. However, the silver lining is that budgets tend to shift to measurable “contact to revenue” media of which interactive is the king. Due to NDA’s I can’t release any proprietary info but I can say that we’re hiring right now.

From David at Integrity Futures Group:

Yes, we have the ability to more finely tune our efforts towards a specific demographic. The leads may be less in volume, but the percentage of qualified leads increases considerably.

From Jason at Though Grenade with helpful links:

Many of my clients have been focusing more effort into the interactive/online environment over the past few years due to the low cost to participate. Although greater proportions of the total budget continue to be shifted to the online environment, a solid foundation is still built using traditional media (i.e., television, radio, print, outdoor). Sometimes the good old traditional form of advertising can be effective if planned and executed appropriately. Please see the articles below… specifically the second. You will certainly find it interesting.

Links:

• http://www.marketingmag.ca/english/news/media/article.jsp?content=20080916_…
• http://www.marketingmag.ca/english/news/letters/article.jsp?content=2008081…

Some interesting perspectives presented.  Thank you to everyone who participated. What are your thoughts?  Feel free to add them as comments.

Tomorrow, we will revisit marketing in a recession and social media’s impact.