With recession hitting the markets and a quest for accountability of each single dollar spent in communication, there an interesting trend that I wish to understand better.
Communication budegt for online is the less affected by the downspending trend.
But within the allocation, Sem is getting the biggest share.
Now, my question is rather simple:
Is Sem the top choice because it works?
Or it is the choice because of predictable results, while others are still missing reliable metrics?
This is key interpretation to me, because it may design a conservative approach to marketing online while, quoting David Ogilvy, testing is crucial in any communication activity.
Will the companies that have already embraced and tested online activity gain momentum while the others are lagging behind?