Comments on: The Downturn Compass | prove it works or we’ll slash it…

By: Kristi Barrow

Kristi Barrow — Tue, 03 Mar 2009 01:09:30 +0000

In the current economic climate, I think there is a lot of fear in changing the way you do things. In a traditional offline marketing department, it takes a lot of guts to stick your hand up and be held accountable for spending money in the great digital unknown. As the great saying goes, “No one ever got fired for hiring IBM”.

Marketers who are willing to take the chance will be their company’s hero in 2009. Our goal here at Kineo is help marketers on their digital journey and show them how just how successful their campaigns can be.

By: Jon Bovard

Jon Bovard — Mon, 02 Mar 2009 02:32:30 +0000

There is a reasonable argument that ‘online’ will be sheltered from the downturn better than most other industries.

The key of this shelter being growth – The rising tide floats all boats.

Adspend is scheduled to grow 14% this year in APAC alone.
eCommerce spend in the Australian market is scheduled to grow 25%. Even in the face of a downturn.
Clearly there is ROI in the online space, whilst other mediums are under-delivering or even shrinking.

Take the concept of growth, combined with the increased sophistication and availability of web measurement tools and there is a very clear cut testimony for well planned and efficiently executed online spend and boosted marketing programs.

The key challenge in any of this, is of course to find the right people to formulate strategy and get the execution right. Easy said. Not easy done.

By: Tim Beveridge

Tim Beveridge — Mon, 02 Mar 2009 02:17:07 +0000

Hey Nico – completely agree. Fingers crossed that the shift happens in Australia like it has in the US though. My fear is that marketers across Australia are still more focussed on traditional though, and while they like the notion of measurement and having an ROI focus, they have limited knowledge of how to go about it.