Recession Advertising

In this video report, Ad Age Digital Editor Abbey Klaassen states that online advertising is less vulnerable to recession than traditional advertising. Marketing analysis agree that when marketing budgets come under pressure in a stressed economy, those sectors that can best document their connection to ROI, such as search-engine advertising, are far more attractive to corporate chiefs than other kinds of less-trackable traditional advertising.

This is good info to know if your target audience is women because:

Over one-half (54.5%) of women say the Internet is their primary source of information when researching products they might purchase.

This news may not be so good if you haven’t figured out that women are your target audience or if you do not understand women’s online buying preferences and how to reach them.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email