Digital will slow, then pick up steam: Fleischer
The recession will put a damper on the use of digital marketing in the near-term, but within three or four months, organizations will turn to digital as they seek ways to make money in these difficult times, predicted Julie Fleischer, vice president of digital agency Digitas, in a talk she delivered to a digital workshop at AMA’ Mplanet conference Monday.
Digital is still in its infancy, so Fleischer advised questioning all assumptions about measurement and other aspects of campaigns.
One way for agencies to show the value of digital is to do campaigns for smaller non-profits willing to experiment, noted Stephen Wayhart, managing director of BrandMill, a Pittsburgh agency. during audience participation in Fleischer’s talk, Wayhart explained how he worked with his former high school and a fraternal organization on digital first.
Successful campaigns with them gave him results he could show other clients considering digital, he said.
