La crise économique américaine devrait épargner la pub numérique, mais faire mal à la pub traditionnelle
Déjà, dans mon billet La crise financière américaine pourrait aider le Web, j’exprimais l’idée que la publicité interactive pourrait continuer de croitre malgré les perturbations économiques. Cette assertion se confirme dans un récent article d’eMarketer, qui cite un sondage de septembre 2008, d’Epsilon, fait auprès de 175 CMO (Chief Marketing Officier) américains.
Chief Marketing Officers at many of the biggest brands in the nation are seeing a major shift in the marketing landscape. Almost two-thirds (63%) of the 175 marketing executives surveyed see an increase in their spending on interactive/digital marketing while 59% report a decrease in traditional marketing spend.
The survey additionally describes the tough challenges that top CMOs face in this current economic climate: 65% say that the money spent on advertising as a whole will decrease due to the current economy. In contrast, 94% of CMOs and marketing executives agreed with the statement, ‘A tough economic period is precisely the time when marketing plays a key role.’
CMOs are shifting to more targeted and measurable marketing strategies. When asked how their firm determines their target market for each channel, 50% stated that they use data driven marketing techniques: 31% of respondents agreed with the statement: “e You use sophisticated modeling tools to analyze existing customer data (behavioral, preference and demographic) ‘and 19% said that they ‘analyze past purchase behavior. ‘In contrast, 28% said they made ‘rough estimates based on past experience.’
Ça me réjouit de constater que mon instinct est aussi pertinent…
Article publié le mardi, 7 octobre 2008 sous les rubriques Economie des affaires électroniques, Marketing Internet et statistiques des affaires électroniques.
