According to an article in Ad Age, a new GlobalSpec report found that “Twenty-nine percent of the respondents said they already spend more than half of their marketing budget online. And 48 percent said online marketing will account for a bigger proportion of their total marketing outlays this year than was the case last year.”
Getting quantifiable results was a key reason for this trend, due to increased pressure to demonstrate returns on marketing investments.
Obtaining clear, definable results is going to be important even after the recession ends. For ad agencies that deliver, that’s a good thing. But for agencies that are slack in reporting quantifiable results – or have less than stellar returns on their clients’ investments – the message is clear that they will need to make some changes if they are going to survive.
Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.