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BEST PRACTICE: Cash is king

In the coming months, many marketers will be involved in some rather difficult conversations with their financial director. Difficult because there is, historically, a tendency for marketing to be one of the first types of spend to be culled during a downturn.

Yet since the last recession, which the UK officially exited in 1992, the marketing landscape has changed profoundly. The arrival of digital techniques has given marketers far greater measurability, and tools such as web analytics are - in theory - making such negotiations much easier.

So, are marketers, with digital metrics at their disposal, now better placed to negotiate the budget they require to execute their plans? And, if so, where does this leave offline marketing activities? Is it a case of 'what can't be measured can't be funded'?