BROADCASTS.com

In this week\u2019s conversation, Karen Clark Cole, Paul Downs, and Laura Zander talk about their approaches to digital marketing. After years of relying on Google AdWords as his only form of marketing, Paul tells us, he stopped his $12,000-a-month spend a few years ago\u2014relying instead on organic traffic. What happened when he stopped? His sales actually went up. But now, with fewer people looking to buy high-end boardroom tables because of the crisis, he\u2019s considering shifting tactics again: \u201cI'm wondering whether I should sort of go on the offensive,\u201d he says, \u201cand try to increase my marketing in the face of these declines in sales, or whether nothing I do would make any difference at this point.\u201d Plus: Is it better to manage your own digital marketing or to hire a specialist? Our panelists disagree.