Rather than cut, go digital (Landor Perspectives 2009)

Allen Adamson

This paper recommends using digital as a post-recession money-saving solution for marketers. The channel is seen as inherently efficient, allowing "smarter" branding for less outlay.

Landor Perspectives 2009 – Rather than cut, go digital

Allen Adamson

Allen Adamson Managing Director

Conventional wisdom says that in tough economic times you take out the scalpel. You cut jobs, budgets, and programs, especially in the areas of advertising and brand-building. Well, for the first time in marketing history, there's an option that will increase rather than decrease your horsepower.

Dell created a web forum called IdeaStorm, established with the express purpose of listening to customers and gauging which ideas are most meaningful to them.

Take advantage of the built-in branding efficiencies offered by digital technology—innovative tools and...

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