How The Recession is Impacting Marketers
By Anna Johnson on January 10th, 2009MarketingSherpa’s survey of 407 marketing professionals provides some insight into how businesses are responding to the economic downturn.
In general, companies are embracing more proven, lower cost, return on investment (ROI) tactics such as direct mail and direct response Internet marketing. Here are some other interesting data points from MarketingSherpa’s research:
Large companies are cutting their budgets by more (60 percent) than medium (29 percent) or small companies (13 percent). Well, smaller companies have less to cut!
52 percent of large companies don’t expect to make changes to their budgets, while 46 percent of medium businesses and 19 percent of small companies don’t expect to make changes.
34 percent of large companies are increasing their budgets, followed by medium sized companies (25 percent) and small businesses (21 percent).
30 percent of all respondents plan to increase direct marketing efforts, while only 19 percent are increasing investments in branding.
On the flip side, more companies are cutting their branding investments (49 percent) than direct marketing investments (37 percent).
More companies are increasing their online marketing efforts (38 percent) while fewer are increasing their traditional, off-line marketing efforts (25 percent).
Fewer companies are reducing their online efforts (17 percent) compared with reducing traditional marketing efforts (36 percent).
More companies are investing MORE in building and emailing to their own lists (53 percent) and Web 2.0 strategies (47 percent).
