COMMENT: Q3 2017 IPA BELLWETHER REPORT REVEALED

Originally Published in: ExchangeWire

October 25th, 2017

Marketing: An investment, not a cost

Chris Dobson, CEO, The Exchange Lab, echoes this sentiment, saying that at a time when the economy is this uncertain, online marketing offers necessary targeting capabilities: “Although economic instabilities may have dampened overall marketing spend, it’s no surprise to see that digital advertising budgets are on an upwards trajectory. There’s nothing new in marketers moving ad spend from traditional channels to online, but in this period of uncertainty, the data and insights that digital advertising provides, and which allow for better targeting and optimisation, are crucial. Digital enables brands, where relevant, to respond in real time to issues or crises, which just isn’t possible in print or TV. And, crucially, digital ensures, at least where advertising is concerned, that uncertainty is not an issue.”

Follow The Exchange Lab (@exchangelab) and ExchangeWire (@exchangewire) on Twitter.

Written by:

Chris Dobson

CEO, The Exchange Lab

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