Skip to main content

Marketer Mass Exodus from Brand Building


Three-quarters of U.S. marketers had their budgets cut this year, and two-thirds were expected to drive more sales with an equal or lesser budget, according to the Association of National Advertisers and Marketing Management Analytics.

eMarketer reports that the number one strategy for marketers who wanted to improve effectiveness without spending more, according to the June 2009 poll, was shifting from traditional to digital media.

More than one-half of respondents also reported shifting spending away from brand-building initiatives, and 38 percent were putting more spending into lower-cost media.

The marketer exodus from traditional leap-of-faith brand-related advertising is clearly related to the accelerated move toward more measurable digital marketing practices.

That said, almost four in ten respondents reported that their senior management considered marketing an expense, but more still saw marketing costs as investments in their brand.

The need for marketing accountability is driving many efforts among the marketers surveyed, including an increase in the use of sophisticated analytics and predictive modeling.

Fewer marketers reported this year that it was challenging to train staff to deal with the data compared with last year. But they were much more likely to find it difficult to manage all the disparate tools and output generated by their marketing analysis.

Although many respondents expect their budget for 2010 to increase (36 percent), most believe that accountability efforts are here to stay.

Popular posts from this blog

How AI is Reshaping Business Communication

The typical customer engagement model is undergoing a dramatic transformation, driven by the convergence of Conversational AI, Generative AI  (GenAI), and an emerging technology called Agentic AI. As business leaders seek to automate and enhance their customer interactions, these technologies are creating new possibilities for more natural, contextual, and efficient communication at scale. The numbers tell a compelling story. According to Juniper Research's latest analysis, the conversational AI market is poised for substantial growth. Revenue is projected to surge from $14.6 billion in 2025 to over $23 billion by 2027. Artificial Intelligence Market Development The vendors in this industry are expected to generate a remarkable $57 billion globally over the next three years. This growth reflects the increasing enterprise adoption of AI-powered communication solutions across various sectors. What's particularly interesting is the regional distribution of this market. The Far Ea...