Shift from Offline and Brand to Online and Direct Tactics during economic downturn

In today's economic climate, marketers need to accurately predict, measure and optimize tactical results pushing the industry toward direct and online answers.

According to MarketingSherpa: "only 12% of marketers predict increases to traditional budgets compared to 31% who expect online increases. More importantly, perhaps, this roughly balances out those predicting reductions. There’s more good news for online marketing, as larger companies are somewhat more likely than the average to plan increases as budget is reallocated from more expensive offline efforts".