Ad spend cutbacks – what's next?

The industry press is full of speculation and scare-stories on a predicted downturn in online ad spend this year.

Even given it comes to pass (and some are saying exactly the opposite) – should the wider world of online marketing be worried?

I don't think so. The credit crunch might have brands carefully scrutinising their ad budget, but an increasing amount of money's been making its way into other areas of online – social media and search engine marketing etc – for a while now.

While the general internet audience has become more apathetic towards banners and pop-ups, the younger media of SMM and SEM are now recognised as being both measurable and effective.

Even if cutbacks are on the way, it's less likely they're going to be in areas of marketing that are engaging customers and reaping rewards.