WARREN, R.I., April 4, 2008 (PRIME NEWSWIRE) -- Findings from a MarketingSherpa survey of over 400 marketing professionals find that in this recession economy spending on television and radio ads is going down and spending on Web 2.0 and other online tactics is going up. Survey respondents also agreed that to maintain your budget in a downturn economy, you must have a precise way to measure the ROI of marketing campaigns.
Join the free, half-hour MarketingSherpa teleseminar on Tuesday, April 8, at 10am EDT or 4pm EDT.
Among the insights, based on a MarketingSherpa two-part special report, you will hear are:
- The bigger the company, the bigger the marketing budget cut: In large companies 60% have already or expect to cut and, in small companies, only 13% reported cuts or expected cuts.
- Because 43% of CFOs surveyed said that the first place they look to cut in a downturn is marketing, there is much need for analytics to measure ROI. Being able to show the contribution to revenue for every marketing program becomes critical.
- 38% of marketers are spending more on online tactics, such as paid search, natural search, email marketing and online events. Online marketing is less expensive and easier to measure ROI on than it is for traditional tactics.
- Almost half of the respondents are increasing spending on Web 2.0 and more than half are increasing spending on emails to house lists spending. Web 2.0 is becoming increasingly popular because it costs little more than time for implementing and upkeep.
- B-to-B marketers are broadening their targets by focusing their marketing tactics on recession-resistant industries and implementing lower cost tactics, such as webinars, case studies and press releases.
- B-to-C marketers are especially feeling the downturn and making up for it with special offers, such as gifts and contests, raising the bar on customer service to ensure customer retention, and using Web 2.0 tactics, particularly blogs.
- Both B-to-B and B-to-C marketers are conserving budget dollars by renegotiating contracts with vendors and agencies, implementing more rigorous measurement of ROI down to the level of what is the ROI per marketing program per marketing campaign, and depending less on PPC and more on improved organic search.
"Although we started out thinking it might be a bit depressing to investigate issues about this recessive economy, we ended up extremely impressed with the resilience of marketers," said Stefan Tornquist, Research Director for MarketingSherpa Inc. "They are showing a great deal of creativity and optimism in jumping to Web 2.0 and other online marketing tactics and ensuring their measurement programs are able to gather good ROI data."
Join the free, half-hour MarketingSherpa teleseminar on Tuesday, April 8, at 10am PDT or 4pm EDT. It will be presented by Stefan Tornquist, Research Director, MarketingSherpa, Tad Clarke, Editorial Director, MarketingSherpa, and Natalie Myers, Reporter, MarketingSherpa.
About MarketingSherpa
MarketingSherpa (http://www.marketingsherpa.com) is a research firm publishing practical case studies and benchmark guides for its community of marketers and thousands of weekly case study readers. Topics covered include practical how-to and exclusive data and proven tactics in business-to-business marketing, ecommerce marketing, email marketing, search marketing, telemarketing, media relations, landing page design, marketing measurement and online subscription marketing. The firm also operates six annual Summits attended by thousands of marketers. MarketingSherpa, along with MarketingExperiments and InTouch, is part of the MECLABS Group.
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