Strength In A Slowdown

Posted: June 11, 2006 in Uncategorized
Interesting observation from Patti Freeman Evans of Forrester Research, as reported by Jonathan Berr in the other day.
Since online buyers are more affluent than the regular population, that means they’ll continue to spend more than the regular population if there’s a slowdown…
…which means if companies are forced to cut ad spending, they won’t cut online spending since that’s where they know buyers will be.
Jonathan then quotes David Hallerman, an analyst with market research firm eMarketer:
     "They especially will want to continue doing search advertising because it’s so cost-effective.  You can track search far better than other forms of online advertising."
An obvious statement that fans of online advertising already know… but always worth repeating since it’s fundamental to this revolution.

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