Economic slowdown will accelerate online shift
Welcome to BtoB's 2008 Interactive Marketing Guide. Our annual publication offers sections on e-mail, search, Web sites, online advertising, online events, b-to-b media sites, social media, interactive agencies, analytics and multimedia.
In addition to overviews of the various topics, the guide provides tips, expert interviews and sidebars with useful resources and data. You'll also find updated vendor lists and data charts.
Just like last year, marketers can pick from a slew of interactive channels for reaching their customers and prospects. And just like a year ago, there are analytical tools for measuring how these channels perform, both individually and in concert.
What's different this year is the weak state of the U.S. economy. How will this reality affect marketers' choices?
Dark economic clouds will, in fact, accelerate the shift to digital away from traditional media, notably print, as marketers scale back budgets and seek granular, measurable media. This was the exact finding in BtoB's exclusive survey of 684 b-to-b marketers, conducted during the last week of January and the first week of February.

 

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