Positive news as marketing budgets rise

The gentle increase in marketing budgets across the board in this week’s Bellwether Report (MW 22 April) makes for positive reading. As Rory Sutherland points out, while online activities lead the turnaround it’s also encouraging to see that conventional advertising has now also turned the corner.

Brands and media owners should embrace the learnings from difficult times and come up with targeted, integrated campaigns that recognise the growth and awareness opportunities presented by pairing “conventional advertising” with mobile and online.

By moving away from a channel-oriented approach and focusing more on touching consumers both indoors and out of home at the right moments, marketers will generate better results, justifying increased marketing budgets over the next quarter and supporting the recovery.

Justin Stark National sales director I-design multimedia

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