Déjà, dans mon billet La crise financière américaine pourrait aider le Web [2], 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 [3], qui cite un sondage de septembre 2008, d’Epsilon [4], 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…
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