It’s nearly impossible to attend a DR industry event these days without perpetually hearing questions about the fate of the economy, and how it’s likely to impact budgets, revenues, etc.
But over five hours at a recent DR event, the “e” word wasn’t mentioned once. There wasn’t a peep about how oil prices and other macro-economic factors would trickle down and negatively affect direct marketers.
In fact, many e-mail marketers are feeling rather optimistic about their position in the direct marketing food chain these days, arguing that their methods are both cost effective and ROI positive – a perfect storm for a recession.
Nonetheless, Q Interactive CEO Matt Wise said it remains “a constant challenge” to educate marketers about the benefits of e-mail marketing. Many remain skeptical because of the “spam” stigma that persists, while others have little money left after spending on Google and site-specific, ad-network banner ads.
Economic impact or not, Wise said that there are only a few “below-the-radar” players. Growth there, he said, could increase e-mail’s share of the overall Internet marketing mix, above the IAB’s 2% estimate. In recent years, the actual dollars have risen, but share has dropped.
Credit Suisse published its global advertising forecast for 2008 just a few days ago and, not surprisingly, the Internet was tabbed as a growth leader. They predict a 24% rise in Internet advertising spending for 2008, on top of a 27% increase over last year.
So, DR marketers should be utilizing e-mail to a greater extent for their clients as it may yield higher ROI in a “down” economy.
Directing Response, a resource for direct response marketers, producers and media buyers, is produced by Teddy Parker, Executive Producer for ChopShop Direct. She can be reached at 949-838-0355 or via E-mail at teddy@chopshopdirect.com.
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Posted at 7:14 pm on 10/14/09 | No Response yet | The Editor in
