What it comes down to is how you view marketing. Is marketing viewed as an expense, something you just have to do? Or do you view it as an investment? Smart business owners know that while the competition is standing on the sidelines, if they have the courage to spend more, or invest, they will capture more of the market share and when the market turns around they will reap the huge benifits becasue they have a greater market share.
And what better way to invest in marketing thanaccountable media. Online advertising is accountable. It can be justified in terms of return on investment. You pay for what you get and, thanks to analytics, you can track it all along the way as opposed to traditional advertising in newspapers, direct mail and billboards, where you have no idea how many people see your ad and weather or not they acted on it.