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Not Quite Kaput
New survey finds B2B marketers are still optimistic as year unfolds.
from Custom Media Solutions
While most marketers have curbed their spending
by freezing salaries or cutting back on travel, there are some who
are still optimistic about 2009.
The Association of National Advertisers (ANA) recently
surveyed marketers on how the recession has had an affect on their
industry. Departmental travel and expenses took the lead in budget
cuts (87%), followed by hiring freezes (57%). The survey respondents
work in a wide range of industries including financial services,
pharmaceuticals, consumer packaged goods, computers and technology,
retail and others.
However all did not spell doom and gloom.
“In the current economic environment, there's
a need for brand building that's right for the times — that
acknowledges consumers’ financial circumstances, and offers
them products, services and solutions that meet their needs,”
said Bob Liodice, ANA President and CEO. “For some marketers,
that will mean skewing their media mix towards promotional spending
and direct marketing. For others it will mean framing a new, relevant
and timely brand message.”
The ANA survey also revealed that 43 percent of
the respondents expected their advertising budgets to remain the
same as a year ago, while eight percent expected it to increase.