Drive to the conditions

Recently TVNZ announced cutting something like $25 million before the end of the year. The reason given was s drastic drop in the advertising revenue since the start of the crisis. My immediate fear was whether businesses are pulling down shutters - I don’t think so – we are a small nation but we are a very gutsy nation. Perhaps businesses are driving to the conditions, which is good but that needs to be strategic. I suggest businesses include more Internet Marketing - Search Engine Marketing (SEM) and Search Engine Optimisation (SEO) - in their revised marketing plan. This is one media that allows two-way communication, because of which ROI on every dollar spent can be established. Pay per click (PPC) system of paying for online advertising gives businesses control over their advertisement expenditure. It however needs good marketing knowledge, familiarity with the working of search engines and Internet marketing skills.