So, here at SES Chicago, I keep hearing about a marketing practice I thought was dead - BRANDING. After all, aren't conversions, ROI, data, analytics and landing page testing/optimization the name of the day?
Maybe not in a tough economy. With consumers buying less (save for Black Friday and Cyber Monday), brands who brand during the recession may be the ones to emerge on top when the good times roll back in.
Integration will be key to that branding. Advertisers are shifting their dollars from expensive traditional methods to the better deal that is online advertising. Of course, all that bidding is driving/will drive up prices.
But this might lead to better deals for offline channels, which can make that integrated marketing campaign bloom.
Whatever your strategy, do your best to stay visible during the recession. You might just be the first retailer consumers turn to when they go shopping again.
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