What CMOs Are Saying IV

Marketing dollars get tight, but don’t disappear.

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.