Jack Flanagan of comScore at SES New York 2009, advocates not a diminished but a smarter approach to search marketing in a recession economy, pointing out the effectiveness of online channels combined with their offline counterparts, and that even though people may be spending less, they will not stop spending money online. Moreover, savvy marketers in industries whose online components are actually growing relative to offline activity are positioned to reap large benefits from frugal customers looking for a deal outside of the brick-and-mortar economy. Flanagan points to the specific example of DSW and underscores the importance of spending not necessarily less money online but certainly spending their marketing dollars smarter.
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