The results of a recent US marketing survey indicate less pessimism about the future than we’ve all got used to recently. The CMO Survey, a poll of nearly 600 US marketers has revealed that:
- 59 percent of marketers are less optimistic about the economy than they were one quarter ago, a reduction from the 77 percent of respondents who reported a decrease in optimism during the August 2008 CMO survey
- Marketing spending is expected to grow by only 0.5 percent over the next 12 months, with a 7 percent decrease in traditional advertising
- But the survey predicts a 10 percent increase in both internet marketing and new product introductions
- Business-to-consumer marketers will make the most significant shifts to the internet, for both product and service advertising
James Fairweather, one of our online marketing executives, observes:
“On an economic level it’s reassuring that the shift is happening towards digital, especially as it’s so accountable”.
“This signifies a growth in knowledge about digital within the marketing industry as a whole and a move toward smarter working practices. From an online marketing perspective, growth in a shrinking economy can be nothing but positive”.
