There are inevitably some conflicting views on the state of the Digital Industry, and how it will perform in the recession, but our own experience here at 3B is very much in tune with the most optimistic correspondence.

We were "warned" some time ago to look out for an increase in business once the economic downturn started to bite, and so far this is what has come to pass. All of our existing clients have significantly expanded their online spend, both in terms of web site offering and the various and varied means with which they communicate with their users. Moreover, new business enquiries have increased significantly, and it seems that businesses from every sector have "woken up" to the reality of new media; that significant and clearly quantifiable ROI can be presented in very short order.

I well remember the short and sharp drop in business that followed 911. Just 7 years ago there was profound lack of understanding in the business community regarding what a website actually is; is it a marketing tool or a business tool? Most websites were then still being paid for out of marketing budgets, and being procured by IT managers. Whilst this still happens today to some degree, most businesses have become aware that a website, whilst certainly an integral part of any joined-up marketing strategy, is a business tool first and foremost, and this has meant that we now are inundated with calls from very "clued-up" procurement managers who no longer need to be persuaded to properly invest in their online marketing.

All this has given 3B the confidence to expand – both as a company, and in terms of what we have to offer our clients. In fact, we've had no choice but to increase our offering; as our clients delight in the immediate returns on their online spend, so their demands of us grow exponentially. Each and every correspondence with their database (either directly using email newsletters and alerts, or through the website) needs to be individually "trackable" through to the stated goal, and every item of content uploaded to a website needs to be quickly and easily indexed by the major search engines.

In 3B's experience it is this speed and accountability (and inherent value for money) of digital marketing that can knock the efforts of conventional marketing "into a cocked hat".

 Alex's letter in NMA magazine 562.85 Kb >>

"The survey of over 300 UK, French and German marketers found 73% expect to see the headcount of digital marketing teams increase through 2009, and 87% of those surveyed predict digital marketing will grow at the same rate in 2009 as it did in 2008."
Read more (subscribers only): www.nma.co.uk

"Sapient recently carried out a pan-European survey of more than 500 marketers that found the overall level of digital marketing activities is expected to increase by up to 45% over the next 12 months, pushing it to account for almost a third of all marketing activities. We also found that 70% of marketers want their agency to use pull interactions, such as online communities, rather than traditional push campaigns."
Read more: www.nma.co.uk

"The digital media and marketing industry is in good shape to withstand the economic downturn, with the top 100 interactive agencies in the UK generating revenues of more than £600m last year. The nma Top 100 Interactive Agencies 2008 guide, published today, found an industry growth rate of 14%, matching that of the previous year despite the overall economic decline."
Read more: www.nma.co.uk

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