The positive aspects of a downward marketing spiral
We nearly always think that a downward spiral is a negative, a downturn, and a disaster. Not always. I disagree and make an exception when it comes to marketing and developing a ‘go to market’ digital cross-media or integrated strategy, selecting the media, and determining when to use that media to support your strategy.
I often explain to clients and students that a useful image to visualise when discussing the development of an integrated marketing program is a...