Utilizing Digital in a Down Economy
Predictions, Trends & Lessons Learned
Moderator: Emily Green, CEO, Yankee Group
Panelists: Tom Anderson, CEO, Weymouth Design; Jere Doyle, CEO, Prospectiv; Ralph J. Folz, Global Chief Operating Officer, Isobar; Jim Savage, Partner, Longworth Venture Partners
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The outlook for nearly every sector of the economy has been dampened by the waves of banking and energy industry crises that have crashed on shores across the globe. The digital economy is still small relative to other industries and relative to the marketing budgets that point to broadcast and print. As marketers consider their options for 2009, what effects will the economy have on their budgets – and specifically on the digital channel?
Issues we will cover in this session include:
- What assumptions are you making about the nature of this downturn? How long will it last? What areas will be most affected?
- How are these assumptions affecting your planning?
- Compare your view of 2009 to 2002; how is it the same? Different?
- What do you think consumers are likely to do?
- Who will be the digital media winners and losers in a digital recession? What adaptive strategies should be considered in order to be a winner?
- Will experimental marketing concepts like mobile, video and widgets be put on the back burner in favor of well-tested creative concepts? How are you adapting your digital strategy based on your perspective of experimental marketing?
- How do agencies and investors view this downturn – is it a time to steal share or hold on tight? What accommodations are you making in your planning to be in line with possible share shifts?
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