As budgets shrink during a recession, marketing and advertising departments will look to the best value channels. With email still delivering the best return on investment (ROI), it is likely that email marketing will be at the top of the marketing toolbox .
A recent eMetrics Marketing Optimization Summit survey seems to back this up, showing that over 90 percent of marketers polled will either increase or maintain their email marketing spending during this recession year.
“…The largest decreases were planned for social media and general online advertising, but even those paled in comparison to overall online spending increases…”
Personally, I don’t think that the use of social media will decrease. As a matter of fact, I would be surprised if it didn’t increase, even if the spending on it doesn’t. We are all using social media more today and as our online social networks grow, the attention to them will also require growth.
But when the bottom line counts more than ever, the go-to application will be the one that consistently yields good results in terms of ROI. And email remains the killer app for getting those results.
