Forum Moderators: skibum
But to me, the most interesting takeaway from the research is that overall advertising budgets will decline. Yep. With dollars moving out of traditional media toward less expensive and more efficient interactive tools, marketers will actually need less money to accomplish their current advertising goals. But reasonable marketers won't relinquish budget because their programs are running too efficiently. Instead, marketers will allocate unused advertising dollars into investments like innovation, research, customer service, customer experiences, and marketing-specific technology and IT staff, in order to further marketing's strategic influence within their companies.
But to me, the most interesting takeaway from the research is that overall advertising budgets will decline. Yep. With dollars moving out of traditional media toward less expensive and more efficient interactive tools, marketers will actually need less money to accomplish their current advertising goals.
I think advertising will become more expensive as it becomes more efficient and competitive, not less. If a marketer has extra money in the budget to afford competitively priced leads, they will more likely go for the leads to produce a better looking ROI on the money budgeted for marketing activities rather than do research or other non-income producing activities.
C7Mike
