This article in the Economist is about a month old now, but the message has probably not changed since then. The prediction is that Online Marketing will continue to soldier on throughout 2009, despite the economic turmoil affecting so many industries.
The premise is pretty obvious and well documented (even I’ve referred to it a couple of times here, and here). As companies shrink their marketing budgets and marketeers have less to play with, the tendency is to focus on the most measurable advertising channels and mediums… which is the web.
Personally, I think it’s probably correct that online marketing will continue to grow… but there is a dependency on how long this vegetative state in the worldwide economy is likely to last. Many people will be starting 2009 with fresh optimism, new budgets and a new strategy… but how long before they realise the problems are likely to continue until 2010 or 2011?
Anyway, I truly hope that online advertising does continue growing and wish you all a very happy 2009.
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