Oh my indeed. The essential definition of economy is careful management of available resources. Assuring that your communications are making the best use of the tools at hand shouldn’t become a strategy only when funds are scarce, but when budgets are (shall we say) a little skimpy, it becomes all the more important to think creatively and efficiently. When you only have a few nails, you need a well-designed blueprint and an experienced carpenter who has swung a few hammers in his day.