Traditional Marketing: Tactics of the Rich?
In a post last week I noted that many are shifting away from traditional marketing tactics in favor of online or “new” marketing tools in response to the economic downturn. The thinking is that with less of a marketing spend companies can increase, or at least maintain sales through online channels.
Maybe. But I would argue that to effectively leverage online efforts, companies must build their presence over time rather than simply shift to digital media tactics as a result of budget cuts today. This is along the lines of the old “dig your well before you’re thirsty” idea.
Great chart on Sherpa that shows in some detail the apparent shift. The accompanying article elaborates on the findings.
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