Nearly 40% of marketers plan to boost budgets

Marketing Priorities and Plans 2010

BtoB Magazine, November 16, 2009 — As the economy slowly shows signs of recovery, almost 40% of b-to-b marketers say they plan to boost their marketing budgets next year, according to BtoB's “2010 Outlook: Marketing Priorities and Plans” survey.

The online survey of 376 b-to-b marketers was conducted during the last week of October and the first week of November. It found that 39.2% plan to increase their marketing budgets next year; 47.5% plan to keep them flat; and 13.3% plan to decrease them.

Media Dollars Shift to Digital in Downturn

Spending recovery will lag economic recovery

eMarketer, September 16, 2009 — The economic downturn is causing most marketers to decrease media spending budgets, and the remaining expenditures are shifting further toward digital, according to a Q2 2009 survey by Round2.

Brand Advertising Poised to Rebound?†

Buoyed by Signs of Improving Sales, Some CMOs Eye New Efforts

Advertising Age, May 13, 2009 — Could it be that we're about to see an uptick in brand advertising? You might think so based on conversations today with some of the senior marketers attending the ANA's "Brand Building in Tough Times and Beyond" conference.

What Are CMOs Thinking?

“How the heck can we…”

eMarketer, March 17, 2009 — There are a lot of tough jobs in the current downturn, but high on the list must be chief marketing officer (CMO). A CMO’s job is to keep products moving—even in an economy where practically nothing is moving.

To find out how top marketing officers around the country are dealing with adverse economic conditions, Duke University’s Fuqua School of Business and the American Marketing Association (AMA) conducted the “CMO Survey” in February, a poll of nearly 600 US marketing executives.

Despite Recession, More Than 50% of Marketers Increase Spending on Social Media

ReadWriteWeb, March 16, 2009 — In a recession, budgets are tightened, jobs are cut, and those who remain are expected to do more with less. Given this type of economic reality, it's surprising to hear of an industry reporting an increase in spending on anything, much less on something as new as social media. Yet that's exactly what's occurring. According to a new Forrester Research survey of 145 global interactive marketers in both B2B and B2C companies with more than 250 employees, the use of social media as a marketing tool is on the rise. What's more, Forrester reports that over 50% of marketers said they will be increasing their spending on social media marketing in the coming months.

Marketers Make Deeper Cuts

The ad outlook has worsened.

eMarketer, February 23, 2009 — Marketers are undertaking more drastic cost-cutting measures now than they projected even six months ago.

According to an Association of National Advertisers (ANA) survey, 93% of responding marketers said they were now making budget cuts—versus 87% in July and August 2008.

Most Marketers Cutting Budgets, Renegotiating With Agencies

ANA Survey: 77% Plan to Cut Media Spending

CMO Strategy by AdAge, February 10, 2009 — In case you weren't sure, it really is worse than we thought. In a new survey conducted by the Association of National Advertisers and released today, 77% of marketers indicated that they plan to reduce their advertising campaign media budgets. That staggeringly high number is an ominous sign of things to come.

"There's no good news in this report all," said ANA President-CEO Bob Liodice. "This is not good for advertisers, this is not good for agencies, and it's certainly not good for media."

Kraft, Kellogg Beat Analyst Expectations†

Despite Quarterly Earnings Tumble, Marketers Stick With Upping Ad Spending

Advertising Age, April 30, 2008 — In the face of rising commodity costs and cautious consumers, most brand-name food manufacturers are continuing to increase marketing investment. Kraft and Kellogg, which both reported earnings this morning, credited advertising and marketing with the strength of the companies' respective brand portfolios. Both marketers saw profits drop and simultaneously beat analyst expectations.

Recession Hits: What It Means for Ad Biz†

Ten Industry Leaders Offer Their Takes on the Approaching Downturn

Advertising Age, January 14, 2008 — Merrill Lynch last week became the first major U.S. investment bank to declare the U.S. economy in recession. Two days later, Goldman Sachs jumped in, predicting that the economy would enter recession during 2008, if it wasn't there already.

The thinking at both banks is that a recent spike in unemployment is evidence that the credit crunch roiling the housing and financial sectors is beginning to infect the larger economy. So in order to find out what that means for the marketing world, Ad Age asked leading industry executives what they think a recession means for the business in 2008.

Their reply: It might not hurt in the short-term, but if things don't tick up, gird yourself for a tough 2009.

Big Brewers Gut Ad Spend, Sell More Beer†

Exclusive: Miller and A-B Move More Money to Unmeasured Media

Advertising Age, September 24, 2007 — Spend less on measured media, reap more sales.

That's appears to be the lesson from the big brewers, long among the steadiest and most stalwart users of traditional mass media, who are now pouring their ad dollars elsewhere at a froth-inducing rate. According to TNS Media Intelligence, top brewers cut measured media spending a whopping 24%, about $131 million, during the first six months of 2007, following a 12% cut during 2006. At the same time, the brewers insist they haven't cut spending at all — and in many cases have increased it.