The pressure is on, however, for marketers to contribute to the bottom line. Management is demanding that marketers grow market share and improve operational efficiencies. Read: more accountability.
That is probably why Website development and digital marketing topped the list of agency changes for 2009.
One-half of the global marketers surveyed claimed they were either holding firm on budgets or anticipating increases. Nearly one-third planned small budget increases, and 8% expected increases of more than 10%.
nearly one-half said they would decrease spending, with 19% expecting cuts of more than 15%. 34% of the marketers said they were sharpening focus and reducing spending.
As noted above, however, not everyone shares the relatively rosy outlook of the marketers surveyed by the CMO Council.