When business softens, management becomes thoughtful. And when management becomes thoughtful, change is in the offing. Now is the time when the consulting business picks up and when ad agency account planners are asked to step up. Large advertisers know for the cost of a new TV commercial that can do a fairy extensive strategic market study of their product or category.
Strategy in marketing is everything; it makes the science more scientific, the art more artful and the luck luckier. According to TNS Media, U.S. ad spending grew a measly .06% the first three months of 2008 which is better than shrinking, but it’s still not good. It foretells some serious strategic planning initiatives on the part of marketers, and especially so with the Wild West Web having such an impact on marketing.
In the marketing business, now is the time for planners to shine and now is the time for planners with online chops to excel.