News that we are in the grips of a double-dip recession makes gloomy reading for everyone.
Luckily, most seasoned marketers were already expecting this year to be tough, and are well prepared to weather the storm a little longer.
Some of the world’s brightest and most influential marketers gathered at the Festival of Media Global event in Switzerland last month.
Naturally, the opportunities and threats of digital media featured heavily in discussions. And a prominent theme was the risk of marketers over-investing in platforms that are not appropriate for their business.
When the recession hit hard three years ago, some very influential marketers predicted that things would never be the same again. In many ways, this has proved to be the case – whilst things are now on more of an even keel, most business sectors seem to be characterised by a sense of ongoing uncertainty.
Digital marketing’s ongoing evolution and maturation is evident across the industry. And it’s fair to say that this is being driven in part by the adoption of traditional direct marketing techniques – such as ‘test and learn’ strategies – which drive a virtual circle where activity gets better and more effective over time.
Sorry, Microsoft, to shamelessly paraphrase your strapline. But it’s true. A career in marketing has never been as exhilarating as it is today. The digital revolution has had a profound impact on the way we develop strategies and engage with target audiences. It’s dynamic, exciting and fun.