The good news is that more companies may invest in their online presence in 2011.
The bad news is the dizzying array of available mediums that await them.
“I definitely think the ground is thawing out and people want to get back in the game,” said Peter Schelfhaudt, chairman and CEO of Creative Partners in Stamford, Conn. “I think the total spending is increasing, but also the array of marketing tools is multiplying, so certain media might see a continuing downswing in spending.”
You’re seeing more companies investing in social media capabilities, which could serve as a promotional public relations platform.
Social media a cost-effective route
“Instead of spending $200,000 on a radio campaign, a company may end up hiring a person for $60,000 to focus on social media like Facebook, YouTube, Twitter, and does a whole campaign for a fraction of the cost,” Schelfhaudt said.
But social media is not the be-all and end-all of online marketing.
“The most success I’ve seen with Facebook and Twitter is with events,” said Sherry Bruck, creative director at Harquin Creative in Pelham. “The New Rochelle BID, for instance, uses Facebook to propel awareness of kids’ and business events downtown. But you should always be linking to your website. Don’t just use Facebook as your only venue.”
“People are realizing their website is a 24-hour-a-day, seven-day-a-week broadcast tool,” Bruck said. “In the past, it was very passive, and now it’s all about driving traffic. It’s ‘What do people do when they get there?’ ”
Bruck said budgets have been tight since 2009, but clients are seeking information.
They want to know who their target market is and what they’re thinking and feeling.
Many outlets to choose from
“There are too many outlets now to throw stuff at the wall,” she said...