Featured ResearchRecession MarketingMarketers Should Shift Budgets From Client Acquisition To Client RetentionIn a recession, consumers look for brands that they know and that support their need to connect to their peers. To thrive even in these economic hard times, brands can benefit by focusing more on client retention and upsell than on acquisition. How? By shifting 2009 budgets away from awareness media like TV and toward customer service, word-of mouth marketing and social media, and customer intelligence. Forrester ConsultingMedia allocation strategy - driving media strategies in a fragmented landscapeMedia planning isn't just about reach and frequency anymore, but about pulling consumers through the marketing funnel with the right media combination. To develop effective media plans, marketing leaders need to regularly assess their target consumers' media consumption through the marketing funnel, level of trust with each assessed media, and preferred media to research products or services. |
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