Week 5- In Review

Economic downturns cause everyone from major corporations to individual consumers to question their spending habits.  Every activity is examined to determine if it is really a necessity or simply a want.  Based on this analysis, changes are then made to only keep the activities that are true necessities or very effective, engaging wants. Initially I thought this economic downturn might cause companies to not be as willing to invest in marketing areas like digital media and instead go with the tried and true traditional forms of marketing.  Some companies might even follow this mentality.

But based on the information I reviewed for Week 5, I think that this is is the perfect time for marketers to abandon their older methods and find ones that are more effective.  Marketing and advertising are a necessity for every company, and with such competitive environments, making these campaigns effective is becoming even more important.  Therefore, I think with new, more effective metrics, digital media will start to become a very important endeavor for all companies.  Instead of having to reach millions of consumers with the hope of engaging a few, digital media allows companies to reach a few, targeted consumers with the hope of gaining the vast majority and even more as the buzz spreads.  The Kimberly Clark example just proves how excited marketers are about these new digital opportunties, how far they will go to take advantage of them (i.e. creating their on digital marketing product since their wasn't one currently available.

I hope digital marketing will be one of the forces that helps companies through these tough times and allows them to come out even stronger!