Is Internet Marketing Recession Proof?

Very few markets are considered recession proof, but the general consensus among analysts is that internet marketing is recession-resistant.

In a recent survey among analysts making a 2009 projection, search marketing is expected to grow 14.9% to $12.3 Billion in 2009.

So why is it that with such a negative outlook on a global economy, growth within search marketing is expected to remain healthy? You read about it every day, 30,000 more jobs are cut. Ten more factories are being closed.

Why does the recession have less of an impact on search marketing?

Because of its efficiency. The variables within search marketing are highly measurable, unlike any other form of advertising. The results are also available for immediate analysis.

Think about newspaper advertising, or television advertising. The feedback is not immediate. It may take weeks or months to realize that a television campaign is not working. Meanwhile you continue to pump money into a failed campaign.

One of the more interesting analogies that always comes to mind is when a shopper enters a brick and mortar store. Hundreds, thousands of customers enter that store everyday. Sales are down. People are browsing but not buying.

Something's wrong, but what? They don't know. There's no way to make an immediate adjustment to optimize their store. Customers will continue to leave without buying. The process lacks efficiency.

Now take a website. It's nearly a perfect model.

When a web user enters a web site and starts browsing, every second he's on that site is logged and tracked. You know exactly which product he looked at, and how long he spent there. Statistics are collected and can be analyzed immediately.

Have you ever noticed a website's front page change to a product similar to something you were just looking at? Maybe something you spent several minutes reading about? That's the website optimizing their sales page.

They're presenting products you're most likely to buy based on previous visits. Search marketing provides flexibility and the ability to optimize unlike any other form of advertising.

The outlook for 2009 is very positive, and will only get better when the global economy begins to regain strength.


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