Digital Crunch for Breakfast?
Now that bankers have joined speed cameras and Paul Gadd at the top of the least-loved poll of GB, what does the credit-crunch mean for those who never smile in Campaign?
A quick search of consensus on the blogosphere says, consumer spend down, ad media spend down, search is fine, radio and outdoor bad, digital will be the last to suffer. Indeed we believe that the digital ship will be the least battered when this storm abates.
However, even prior to the latest financial turmoil it was becoming clear throughout 2008 that clients were looking to get a firmer grip on both the demonstrable effectiveness of their work (and thus return on investment) and the costs for developing it. With the credit crunch now in full-swing, 2009 will see this cautionary approach become the norm.
At the same time with budgets being squeezed, digital will become the obvious destination for prudent but widespread marketing spend. The opportunity is therefore there for all those who seek to deliver cost-effective, quality and effective work.
Stories of multi-million pound white elephant developments will diminish and the digital market will recalibrate as it finally takes its place swimming in the mainstream.
Leave a Comment