Wednesday, June 13, 2007

Advertising Budgets Move to Direct Marketing

"Advertising Age" published some potentially disturbing figures this week: "U.S. ad spending -- at least the measured kind -- fell 0.3% in the January-to-March period, the first down quarter since the ad recovery began in 2002."

As a marketer and especially as a half-owner of a marketing services consulting firm, these numbers cause some alarm. Will I see a drop-off in my clients' marketing spend?

But, reading further, the news actually bodes well for direct marketers and other non-media based firms.

From the article: "Budgets are gravitating from old-line measured media to an array of marketing-services -- digital, direct, customer relationship management -- that offers better tools to quantify results."

Here's the link to the complete article:

Where's the Money Moving? Out of Media
Ad Dollars Drop, but That Doesn't Mean Marketers Have Stopped Spending

RRW firmly believes that today's marketing direction and definitely tomorrow's direction is in the way of programs that can be measured. Those where you can show your CEO/CFO a solid return on their marketing investment. And, we also believe that new channels, such as mobile marketing, are arising that are easily adaptible to direct marketing principles. So, bone up on your response analysis and strategic plannning skills--they'll be valuable assets for a long time to come.

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