Direct to consumer marketers are increasing their online marketing budgets and looking at the power of house e-mail, SEO and paid search to deliver results. The chart from Marketing Sherpa illustrates the share of online budget dedicated to each tactic in the fourth quarter of 2008.
Here’s what Marketing Sherpa has to say: house email, SEO and paid search continue to enjoy the best ROI. The biggest share of marketers plan on boosting their budgets in these areas. Many predictions peg the growth in search budgets as below previous levels with some companies (especially retailers) pulling away from expensive brand terms. Search may end up faring well through the recession, however, within a larger overall shift from brand tactics toward the more dependable and measurable direct online tactics.
Display advertising appears to be the big loser in 2009. It gets low ROI reviews from marketers at a time when brand in general is under-valued. This may give advertisers some leverage in negotiating for a higher share of premium ad space in hybrid deals – as well as an inexpensive opportunity to test some of the higher-performing tactics, such as contextual and behavioral targeting.
(www.marketingsherpa.com/article.php?ident=31021
The What’s Next Boomer Business Summit will feature speakers and case studies on how those marketing to baby boomers are successfully using these online tactics. Speakers include:
David Weigelt, Immersion Active and author of Dot Boom: Marketing to Boomers Online Through Meaningful Engagement (www.immersionactive.com)
Joe Cannella — Google
Bill Leake – Apogee Search
The power of online marketing during a recession will also be address by keynote speaker Guy Kawaskai — author and entrepreneur. He’ll provide some great online marketing advice and also tips on what small businesses and entrepreneurs need to do to succeed in this market. check out Guy’s blog at http://blog.guykawasaki.com
Join in the conversation and register today! www.boomersummit.com
What's Next Boomer Business Summit 
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