Unable to get away from headlines of an economic crisis, who better to make sense of how to manage fiscal change than the woman at the helm of a company who survived the stock market crash of 2001?
Promoting entrepreneurialism for Enterprise Week Lastminute.com’s Martha Lane Fox told the BBC that online is key to the solution for businesses to survive the global downturn.
”A pound invested online is far more effective than one spent offline” say Martha, who is sure the harsh economic climate will see organisations forced to turn to online because of its ability to “track impact carefully”.
More than ever knowing what’s delivering ROI and brand awareness is important.
The beauty of the internet is that it can be used to measure and track both online and offline campaigns, something that can’t be said the other way around.
By monitoring conversations in social media, brands can cleverly find out whether above-the-line campaigns have the necessary impact in the psyche of target customers to positively affect purchasing decisions.
Online campaigns by their very nature are the most measurable of all. Whether its purchases or data capture, brands have the ability to track actions made by customers on their website.
