Search engine marketers 'should prepare for credit crunch'

5th June 2008

Search engine marketers are being warned to prepare as more companies will become concerned with financial results rather than spending money on branding.

With the concern over the economic downturn, it is thought that firms may tighten up their spending and focus instead on converting sales, according to a session held by Jeffrey Rohrs, vice president of marketing at ExactTarget.

Russ Mann, CEO of Covario, stated that the "fear of a national recession" was what was driving a great deal of marketing decisions, asserting that CFO's are "tightening up" and paying closer attention to the spending of their companies.

Mr Mann also believed that there would a polarization in industry, with larger companies becoming more dominant and smaller firms struggling to keep up with their higher budget competition.

ExactTarget has received a number of accolades and was a finalist in the 2008 American Business Awards.