The advertising industry was hard hit by the recession, but if there was one area that remained buoyant it was digital direct marketing.
As businesses slashed promotional budgets, precious resources were invested in online marketing channels like SEO and PPC that could demonstrate a clear return on investment.
The shift was (and continues to be) good news for agencies like Coast Digital, but it inflicted a major blow on traditional advertising. But now that 2010 has ushered in hopes of a more prosperous economy, the Outdoor Advertising Association is leading a £1.25 million campaign to demonstrate the effectiveness of good, old-fashioned marketing.
If you're out and about today, you may spot one of 11,000 billboards, posters, buses or taxis sporting one of three slogans.
CAREER WOMEN MAKE BAD MOTHERS
EDUCASHUN ISN'T WORKING
1966. IT WON'T HAPPEN THIS YEAR
The idea is to direct you to a new website at www.britainthinks.com, where you can have your say.
The campaign is backed by major players in the outdoor advertising industry, including CBS, JCDecaux and Titan. However, it's telling that the Outdoor Advertising Association's Alan James promoted the initiative by saying:
We are aiming to demonstrate that in addition to building strong brand awareness outdoor media plays a vital part in delivering immediate response and driving people online.
It's hard to disagree. But the underlying notion is that online activity has become pre-eminent over recent years, and that traditional advertising has become a useful adjunct to it in certain situations.
It is also important to remember that there's little point using outdoor advertising to drive people online if your website isn't up to scratch. Make sure yours is - talk to our web design agency today.
