http://www.churbuck.com/wordpress/2008/01/marketing-in-a-down-market-forbescom/ Commentary on media, technology, marketing and clamming strategies Thu, 09 Feb 2012 00:36:10 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.churbuck.com/wordpress/2008/01/marketing-in-a-down-market-forbescom/comment-page-1/#comment-281039 eric j henderson Tue, 29 Jan 2008 07:27:39 +0000 http://www.churbuck.com/wordpress/?p=1534#comment-281039 Wonder if accountable media can shoulder that load, not in terms of supply, but rather in terms of performance. The author already noted that it doesn't necessarily perform better, but what if we go a step further and consider the possiblity of both overt and opportunity costs being too high in the medium to long term if accountable media doesn't achieve attractive ROI ratios on larger scale. Even with nominal preference of accountable media, I can still imagine the inventory only seeing a small, very short-lived contraction (based on news and suggestions like those of the author) as people suspect that the replicable ROI can't be scaled to enough $$. Then it's back to sq. one (or, two, rather.) But, I guess, if it's a matter of hunker-down defense, it may be a way to weather. Wonder if accountable media can shoulder that load, not in terms of supply, but rather in terms of performance. The author already noted that it doesn’t necessarily perform better, but what if we go a step further and consider the possiblity of both overt and opportunity costs being too high in the medium to long term if accountable media doesn’t achieve attractive ROI ratios on larger scale. Even with nominal preference of accountable media, I can still imagine the inventory only seeing a small, very short-lived contraction (based on news and suggestions like those of the author) as people suspect that the replicable ROI can’t be scaled to enough $$. Then it’s back to sq. one (or, two, rather.) But, I guess, if it’s a matter of hunker-down defense, it may be a way to weather.

]]> http://www.churbuck.com/wordpress/2008/01/marketing-in-a-down-market-forbescom/comment-page-1/#comment-280611 Monday Morning Reader « Scattered Brilliance Mon, 28 Jan 2008 16:18:06 +0000 http://www.churbuck.com/wordpress/?p=1534#comment-280611 [...] David Churbuck references an article from Forbes.com that talks about marketing during a recession. 5. Shift media spending to accountable media. Not because they necessarily perform better, but because investment in them can be justified in terms of return on investment. A heavy bias toward accountable spending is the best way to protect marketing budgets from profit-starved CFOs. [...] [...] David Churbuck references an article from Forbes.com that talks about marketing during a recession. 5. Shift media spending to accountable media. Not because they necessarily perform better, but because investment in them can be justified in terms of return on investment. A heavy bias toward accountable spending is the best way to protect marketing budgets from profit-starved CFOs. [...]

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