With the current credit crunch and the world economy falling apart, companies are taking budget cuts right left and center. The starting point seems to always be marketing, and the first thing marketers look to cut in (in this region at least) is online spend.

I do not really see how that makes sense.

Since people will still need to wear clothes, eat, drink, and drive in times of recession, then companies will still need to advertise; just more smartly mind you.

Digital is clearly the cheapest option, most cost effective and most measurable with no waste at all.

How would you decide to cut that when it happens to be the obvious solution?

For the cost of one newspaper wrapper (which lasts for one day and has limited reach and lots of waste) you can deliver online for easily a year, with money spent most on production and less on media.

Even tactical objectives are much better served online for specific launches, a campaign that comprises of a microsite, banners, and emailers will do wonders.

All you need to do is think about it for 5 minutes, and hire the experts

I mean online worked for Obama, his campaign was mostly online driven, so why shouldn’t it work for you?

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