Marketers typically cut interactive spending in a recession. But a Forrester survey of 333 interactive marketers revealed strong support for maintaining or increasing budgets, reported Forrester’s Josh Bernoff.
The categories of choice include search optimization, social networking, email and blogging. In fact, among 12 major categories only online displays ads looked soft.
According to Forrester, professional services, financial services and media marketers are most likely to plan increases in interactive marketing.
In a recession like this, Bernoff suggested marketers should focus on the measurability of their online and social applications and think in terms of building long-standing assets, not one-off campaigns to pump up quarterly sales.