Credit Crisis: Good News For Online Performance Marketers
The current credit crisis that we are all dealing with is good news for DR online marketers. Yes that’s right, I said good news. There has never been a better time to be in DR! What we have all been promoting for years is finally coming to fruition, just not the way we all though it would happen.
The recession that we are in, is so significant that everyone is reassessing where they stand. For marketers, this means putting money where the measurable results are. Marketers are, and should be demanding accountability – gone are the days where emerging technologies are pitched as the next big thing. The “big thing” is what actually works!
Online marketing provides the most measurable return on investment in existence. While everyone is talking about a slow down in online, which very well will happen, it’s not a slowdown in the performance space. The slowdown rather, will be felt in the display arena, particularly with ad networks focused in the CPM branding world. On the CPA side, the only side I trully believe in, it’s a time of growth and opportunity.
My father recently told me in a conversation, “There are only two times when companies can grow – when times are good and when times are bad.” Well depending on where you think your are, times are either good right now or they are bad – not so much in the middle. For performance marketers, times could not be better.
The CPM’s are down across the board, so sites that you may not have been able to back into your metrics very well may now work as they struggle to attain higher paying branding focused advertisers. Additionally, as branded advertising pulls back and many organizations enter and “holding pattern” it provides ample opportunity to gain market share. Now is not the time to pull-back if your in the performance space, now is the time to expand through calculated execution! There are nothing but bargains to be had in the online space.
From the last recession companies like Amazon.com and eBay emerged, who will emerge after this recession – the companies that stay the course and take advantage of the situation. There are many giants that have been sleeping during this period of hyper growth and overpriced inventory. Many of those giants are awakening and they are ready to market!
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