Confabulations

As the walls of the recession close in on companies across the board – be they financial institutions or component manufacturers – are facing shrinking markets, more risk-averse customers and a lack of capital to draw on. That makes the role of effective marketing even more crucial. If marketing spend can’t be accounted for, and the ROI calculated effectively then it is unlikely to get the go-ahead from the board.

In this kind of climate, the internet is clearly the preferred format for most direct sales channels. While broadcast and print can be captured to some degree through the use of offer codes, unique telephone numbers and so on the internet is far more responsive and scientifically measurable.

A little food for thought there, if you’re looking to buy some advertising this week.