Whether or not we enter recession, there is certainly plenty of belt tightening going on. So does that make it a good or a bad time to turn to the Internet to reach your market. We say good, as it is a clear opportunity to outperform your market!
The extraordinary growth of the Internet as both an advertising medium and as a shopping medium is proof of its effectiveness. Used well it offers a streamlined channel to market, which maximises ROI and the access that it gives you to new customers offers growth.
The success of the Internet as an advertising medium over recent years, which have been difficult for the industry as a whole, highlights the opportunity for businesses today, namely to outperform the market.
For those of you who look back at the last recession and the dot.com bust, here is a perspective. In a recent article in Clickz (Online Advertising Grows by 27 Percent in 2007, IDC Says) , Karsten Weide comments, "Everybody is looking back to the last recession which coincided with the crash of Web 1.0," he said. "Back then, of course, online advertising decreased in real terms. Spending went down in absolute terms," he said. IDC doesn't expect that scenario to happen this time. Why? "Back then a lot of advertisers still saw online advertising as experimental and that's not the case anymore. It's a well accepted means of advertising now and in fact many advertisers say Internet advertising is more effective than other forms."
