Nine things to expect when your digital efforts have pause periods or experience wild fluctuations in budgeting or support.
We all need a break every once in a while. For me, a break conjures images of relaxing on a warm beach, exploring somewhere exotic or new, or just curling up with a good book without interruption. We encourage this occasional disruption of our everyday existence as a way to recharge our batteries, reconnect with our loved ones, goose our creative juices, and recommit ourselves to our own best practices for life, health, and work.
But what happens to our online marketing results when programs have to take a break? When budget, environmental, or operational issues stipulate a temporary or protracted halt to programs in progress there are often negative impacts and, of course, very few of the compensating benefits that we humans enjoy when we pause.
What can you expect when your digital efforts have pause periods or experience wild fluctuations in budgeting or support?
Sometimes we have no choice in pausing or stopping a program - inventory levels are off, budgets are slashed, a sea change has occurred in your corporate strategy, and planning needs to be revamped. There are a myriad of reasons when pausing is inevitable. It's important, however, to recognize that the perceived short-term cost savings have associated and, possibly, long-term impacts.
How have you handled your paused programs to reduce negative consequences?
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
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Wednesday, July 23, 2014