From Marketing Sherpa:
SUMMARY: Every marketing tactic gets more scrutiny when budgets face the sting of a struggling economy. Here is a glance at how marketers expect to tailor their investments in digital tactics during a downturn.
As an email marketing consultant, I am pleased to see that almost half of those surveyed are investing in their email database, though it's to be expected given email's low cost and proven ROI. The increased focus on house lists, with a decrease in spending on rrental lists could mean more opportunity for cross-channel promotions to increase house lists, i.e. using paid search to encourage new visitors to register for an email marketing program.