Firms ‘should not give up on brand advertising’
Businesses feeling the effects of the ongoing credit crisis are urged not to cut back on their spending on brand advertising.
A MarketingSherpa article has suggested that organisations might be tempted to move their money into direct and online tactics, such as website promotion and managed emarketing.
But although a logical step, the firm added that businesses must not abandon other advertising methods which could support their popularity online.
“Print campaigns spark searches and, most importantly, brand[ing] builds awareness and trust – vital elements for your business in a downturn,” the article said.
Research by MarketingSherpa found that large organisations are twice as likely to reduce their budgets as a result of the economic climate, but some smaller businesses are taking a more aggressive posture and continuing to invest in marketing in a bid to tackle the downturn.
Meanwhile, a Key Note Publications report has found that increased take-up of internet packages and faster connection speeds through broadband is driving the UK market for internet advertising – which might interest search engine optimisation firms.
The group predicted that the online advertising market will generate a 31.4 per cent increase in expenditure in the UK in 2008, with the market set to experience steady growth until 2012.
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