By Peter Klein | SVP, Media Services
The national debt continues rising, the stock market undulates up and down by hundreds of points on an almost weekly basis, and yet online advertising spend continues to soar. Clearly advertisers see online as a viable channel to reach consumers and maximize ROI in these difficult times. And clearly CMOs are being pressured to deliver results instead of just pure branding.
Advertisers have seen the value in online marketing for more than a decade.
Over the last five years in particular, significant shifts from traditional media to online have taken place throughout many industries — a trend that is only going to accelerate. In fact a 2011 eMarketer report found that U.S. online ad spending will nearly double from $26 billion in 2010 to $49.5 billion by 2015.
The important thing to note, though, is that whether you are a CMO, vice president or any other decision maker in the marketing division of your company, you need to be thinking seriously about how to clearly demonstrate the ROI on your marketing efforts — and more importantly, the ROI on your job. Whether we are in a recession, depression, or bull market, there can never a bad time to invest your marketing dollars wisely.
I sincerely hope this resonates with the marketing budget controlling masses, as you don’t have to know anything about media channels to be successful. You just have to know basic math — and the online marketing community is here to make you turn that math into better marketing and job performance.
Certainly the status quo has never gotten anyone ahead. In the words of William Wallace: “You know what happens if we don’t try? … Nothing.”