The survey, which questioned a panel of chief marketing officers worldwide, discovered that 71 per cent of marketing budgets have been reduced in 2009 compared with last year, with more than half cut by at least 20 per cent.
Spending on TV, print, radio or magazines has been cut by 67 per cent of respondents, and only 4 per cent increased spend in these areas.
Direct mail suffered badly, with expenditure cut by 52 per cent of respondents.
Some digital disciplines have benefited from an uplift in expenditure as a result of marketers wanting to get the best results with their reduced budgets. While online advertising budgets were cut by 27 per cent of companies, 40 per cent said they increased them. Social media spend was reduced by only 7 per cent and increased by 47 per cent of respondents.
Other online channels have also fared well, with spending on e-mail marketing only cut by 11 per cent compared with 38 per cent who increase their investment.
Advertising budgets slashed in favour of online
campaignlive.co.uk, 08 July 2009, 10:20am
LONDON - Traditional media channels such as above-the-line advertising and direct mail have been most harshly cut in favour of online channels, as marketers seek to get the most out of drastically reduced budgets, according to a new survey by Forrester Research.
Budgets... slashed
All Comments
Jason Edge - 08 July 2009
This report holds no surprises. I think you could have asked anyone in the industry and they would have guessed these results correctly. It's a shame when the evidence bears out the need to spend more NOT less during a recession - http://tinyurl.com/cfrwxj
To post comments please log in here.
- Group Marketing Manager, Future Publishing
- Competitive package, South West England
- Marketing Director, Syco Music
- Competitive Salary, Central London
- Communications Manager - Publishing - £30k-£38k, Blue Skies Marketing Recruitment
- £30000-£38000, Central London
- Account Director – Start Up, Independent London Agency – c£48k, Fill Recruitment Ltd
- c£48k, West London
Email Bulletins
You can sign up here for our email bulletins. Enter your email address, select the bulletins you are interested in and click Subscribe.
Your Comment