Alterian are seeing increasing interest in email and direct response communications, but is this a short termist strategy with a long reaching downside?

Shar VanBoskirk of Forrester had a chat with Robert Tas the CEO of Sportgenic with some interesting comments on spending…

Like most publishers, he is finding that advertisers are shifting dollars away from branding and toward direct response vehicles because of the recession. He and I both agreed that this is a very short-sighted strategy. Not only does it set your firm up for a poor recovery after the recession ends, but it also means you are likely paying more per conversion than if you invested in some upstream activity focused on warming up an audience to convert easier when they reach the direct response of point of sale touchpoint.

via The Forrester Blog For Interactive Marketing Professionals.

For my money I would argue that marketers need to adapt, rather than flipflop, branding is key to encourage reluctant consumer spend, but wasted dollars are just not acceptable right now…

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