I’ve been reading the current issue of the Search Marketing Standard magazine, and the article by Laura Callow draw my attention. She wrote on why PPC marketing is recession-proof, and the 5 reasons for her conclusion were: (i) the growth of end user exposure Internet and use of search engines, (ii) ease of building geo-targeted PPC campaigns, (iii) availability of precise data for ongoing optimization, (iv) cost efficiency of the channel, and (v) growth of spending on Internet advertising. She concluded that while not being depression-proof, “search marketing is relatively recession proof.” I would agree with Laura.
Furthermore, I would liked add that affiliate marketing is probably the most recession-proof channel of online marketing out there. Due to its very nature, for merchants it benefits from all of the above-quotes reasons, but that reason #4 should be bold-fonted, for it is the most cost effective channel of online marketing that I know of. Paying only when there is performance, merchants have got nothing to lose.
Yes, the current economy has made things a bit more difficult for affiliates, but I see new websites being created daily, and starting producing real revenues just a month or two down the road. DTM (direct-to-merchant) PPC campaigns naturally yield faster results, but shooting for the organic traffic has longer-term advantages.
Persistence, discipline, and continuous education still pay off. It is sensible to change the focus towards the niches less affected by the economic downturn, but there is still plenty of room for building recession-proof affiliate marketing campaigns (both for merchants, and affiliates).