Good news from the recession

What's good about an economic downturn? To Bunchball CEO Peter Daboll, newly imposed budgetary limits will force some marketers to measure what's really working, and eliminate the spray-and-pray approach to advertising. "Andrew Grove popularized the concept that only the paranoid survive," Daboll writes. "Marketers need to heed these words, adopt this approach and not only be paranoid but be paranoid that my competitor is listening and participating with more consumers than I am." Your online social networks, once again, are where you can listen to and communicate with your customers. If I were selling something, I would do some digging to see if this was a good advertising route, especially since much of this communication is FREE! So far our research shows that the beta small scale advertising we have done to date with a select few companies is easily outperforming traditional online TCM related advertising.