I read this article and I think one of the key problems with the thinking of marketers today is that they are too focused on media channels rather than on what works best for their consumers.
“Yahoo has a long history with advertisers,” says Russ Fradin, the president of online firm Adify. “They know what works and doesn’t work. For advertisers, there’s a flight to the familiar. If you’re going to cut web spending, you cut the experimental dollars like social media or mobile.”
Rather than responding to the downturn in the economy by cutting spending in ‘experimental dollars’ marketers would be better suited to look at what can they do to support and connect with their tribes.
Doing so would result in better thought out campaigns that will have a long term benefit for the product/service. Of course, this in itself embodies the key challenge - how do you get marketers to look beyond the next two quarters.
