Internet marketing during a recession

by Peter Young on October 13, 2008 · 0 comments

Whether indeed we are technically in a recession is a different question, however one thing is for sure. Times are tough, and marketing budgets are being squeezed for everything they can in order to maximise ROI. Every penny/cent has to be accountable. It will therefore come as no suprise to many that SEO came out as the most ‘popular’ channel for marketeers in a poll by Lee Odden’s Toprankblog

That itself is a massive boost for SEO, with the incorporation of the channel as a mainstream marketing activity continues. This year in particular has been a particularly good for SEO, with many advertisers shifting budgets into search engine optimisation. Part of this can be put down to marketeers and budget decision makers comfort with SEO, and the ‘disassociation’ from its black art days. I would also suggest the further integration of paid search into many marketing budgets, is another of the reasons behind this pickup in SEO – as many studies by organisations such as Google and Yahoo have highlighted the benefits of utilising a double facing/doubleplay tactic on key terms. Lee also highlights the considerable exploitation of Social Media and the integration of Search Engine Optimisation into many of these technologies.

There were however a couple of interesting stats.

  • Affiliate Marketing came into just 11% of respondants. Now this could be dependant on the background of many of the respondants however given the current economic climate, I was suprised to see Affiliate Marketing so low down in this poll
  • Video Marketing – Interesting I said not suprising. Certainly I have to say I am not suprised this is down at the bottom. Video Marketing does not have the same direct response ability of other channels such as SEO, Paid Search and Affiliate Marketing. Certainly in times where marketing spends are more flexible I am sure this will significantly increase, however in the meantime, the use of high end video advertising is likely to stay subdued for the forseable future.

Whilst this was just a smallish study, it certainly raises some interesting questions

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