New research on marketing during a recession
Throughout 2009 I've seen plenty of articles and white papers about the benefits of keeping your marketing and advertising spends steady during a recession -- or even better, increasing them. Some of these pop up every time we see an economic slowdown (I remember seeing one particular piece on advertising during a recession back in 2001-2002, and of course it has reappeared with the recent economy).
Here's a brand new piece of research published by Real Results Marketing and Al Dente Marketing, that examines the marketing of 188 companies (download PDF here). The majority of these marketers (61%) are in B2B. Although the sample size isn't huge and this study seems to skew toward smaller companies, it still has some interesting takeaways. While it's of course too early to see how well these companies fare in terms of market share, revenue growth, etc. as the economy improves, many of the numbers and associated comments are quite interesting. The companies that are cutting marketing are doing so by 35%, while the companies that are increasing their marketing are spending 26% more. That's a huge disparity -- and it's easy to see how the companies that are investing now could end up seeing a huge payback in the coming years.
Not surprising, you'll see that many of these companies are trying more social media tactics, as well as increasing effort on their marketing programs. Webinars were also an area cited by many as being in their growth plans.
Here's a brand new piece of research published by Real Results Marketing and Al Dente Marketing, that examines the marketing of 188 companies (download PDF here). The majority of these marketers (61%) are in B2B. Although the sample size isn't huge and this study seems to skew toward smaller companies, it still has some interesting takeaways. While it's of course too early to see how well these companies fare in terms of market share, revenue growth, etc. as the economy improves, many of the numbers and associated comments are quite interesting. The companies that are cutting marketing are doing so by 35%, while the companies that are increasing their marketing are spending 26% more. That's a huge disparity -- and it's easy to see how the companies that are investing now could end up seeing a huge payback in the coming years.
Not surprising, you'll see that many of these companies are trying more social media tactics, as well as increasing effort on their marketing programs. Webinars were also an area cited by many as being in their growth plans.
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