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IT, Marketing More Critical to Business Strategy in 2012

January 3, 2012

Despite continued business volatility, global executives plan to increase corporate spending cautiously in 2012—particularly the areas of IT (information technology) and marketing—according to a survey conducted by Doremus and the Financial Times.

Across most budget categories, more companies plan to increase rather than to decrease spending over the next 12 months. As in previous years, IT is the area most likely to record increased spending (37%), followed by advertising and marketing (29%). Fewer companies plan to decrease investments in IT (15%) and marketing (19%) in the coming year.

Fully one-quarter (25%) of companies are increasing spending on R&D (research and development), while 15% are upping their spend on green investments (vs. 16% decreasing spend in that category).

Below, other findings from the eighth annual Decision Dynamics survey among global senior executives, conducted jointly by Doremus and the Financial Times.

Tech, Marketing Providers Rise in Importance

Given such planned investments, surveyed executives view various suppliers as becoming more critical to their business strategies over the next 1-2 years.

Software vendors are expected to register the greatest net increase in importance (26%) to business strategies, followed by advertising and communications services (23%) and computer hardware (11%) providers. 

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  • by Scott Olson Tue Jan 3, 2012 via web

    It's interesting that North American executives are so much more optimistic about their local economies. Could it be that European and Asian executives are experiencing earlier stages of the recession while Americans are beginning to feel they are coming out of it? Or could it be a difference in the ways these cultures view life in general, both in business and their personal lives?

  • by Macel Legaspi Tue Jan 3, 2012 via web

    I work for a software company that provides offshore and onshore services in Java, Ruby and Rails, and mobile development. Just want to share that we don't belong to the pie of those who will increase marketing spend, but we're more or less maintaining the same investments as last year. It would be good if otherwise, but that's one of our greatest challenges.

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