Marketing Budgets

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• B2B Marketers Shift Strategy, Focus in 2009
  Read this exclusive excerpt from "B2B Marketing in 2009: Trends in Strategies and Spending," recently published by MarketingProfs and available in full to Pro members.
  B2B Marketing, Marketing Budgets, Recession, Research, Surveys
• Measuring What Matters in Email Marketing, Part 1Karen Talavera
  It's high time for email marketers to assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter. So how do you figure out ...
  Collaboration, Email Marketing, Marketing Budgets, Measurement, Metrics
• Use Surveys to Get Close to Your CustomersJohn Wechsler
  We all know that it costs less to keep a current customer than it does to acquire a new one. As budgets continue to be pinched and resources diminish, businesses ...
  Customer Relationships, Marketing Budgets, Marketing Tips, Surveys, Writing Whitepapers
• Taking eBaby Steps
  "For small businesses, it can be a challenge to look uber-polished and sophisticated with every communication and customer-relationship tactic," says Heather Rast in a post at the Insights & Ingenuity ...
  Email Marketing, Email Service Providers, Marketing Budgets, Small Business
• Jump-Start Marketing Accountability: Three Ideas for Giving CFOs and CMOs Something Better in CommonKevin Clancy, Peter Krieg
  We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what ...
  Chief Marketing Officer, Collaboration, Marketing Budgets, Measurement, Metrics, ROI
• Cha-Ching!
  If your company has customer and transaction databases, says Fred Pratt in a post at the Air Waves blog, you already have a wealth of information that can be harnessed ...
  Customer Retention, Marketing Analytics, Marketing Budgets, Sales, Targeting
• Revelations in Marketing Automation
  IDC's CMO Advisory Practice is in the midst of its 2009 Tech Marketing Benchmark study, gathering marketing research data from hardware, software and services vendors. The study conclusions will inform ...
  High-Tech Marketing, Market Research, Marketing Budgets, Print Collateral, Sales
• Communications Industry Forecast: Slump, then... Growth
  Total communications spending will decline 1% in 2009, to $882.6 billion—its first spending decline since the 2001 recession—according to the latest Communications Industry Forecast (CIF) from private-equity firm Veronis Suhler ...
  Advertising, B2B Marketing, Direct Marketing, Email Marketing, Marketing Budgets, Research, Television
• Case Study: How Low-Cost Conversation Starters Built Community, Generated LeadsKimberly Smith
  How do you build a thousand-strong online community when your entire global audience is just 20,000 people? Easy! (Not really, but it's possible.)
• Navigate These Waters With Care
  In an article at MarketingProfs, Christian Shea challenges the conventional wisdom that those who maintain a robust marketing budget are more likely to power their company through the recession. "Massive ...
  B2B Marketing, Marketing Budgets, Recession
• $55B in Interactive Marketing Spend in 2014
  Interactive marketing spend is expected to reach nearly $25.6 billion in 2009—and nearly $55.0 billion in 2014, when it will account for 21% of all marketing spend, up from 12% ...
  Email Marketing, Interactive Marketing, Marketing Budgets, Mobile Marketing, PPC Campaigns, Research, Search Engine Marketing, Social Media
• Case Study: How to Spark Fanatical Engagement and Advocacy by Heroically Tapping Into User InterestsKimberly Smith
  Forget the norms. For Cisco Systems, reinvigorating its security line and authenticating its leadership spot meant something truly heroic.
• Marketing Budgets Safe for Rest of 2009
  Marketers are optimistic about the economy for the second half of the year. Even in the midst of a recession, 42% of nearly 1,000 global business leaders polled say they ...
  Advertising, Email Marketing, Marketing Budgets, Research, Tradeshows/Events
• Ad Spend Plunge Slows: Recovery in 2010, Growth in 2011
  ZenithOptimedia revised downward its forecast for global ad expenditure growth in 2009 to -8.5%, from its April prediction of -6.9%, after Q1 came in below its predictions, the firm announced ...
  Advertising, International Marketing, Marketing Budgets, New Media, Research, Segmented Research Data
• When in Doubt, Double Down
  In a piece at The New Yorker, James Surowiecki recounts how two companies—Post and Kellogg—reacted to the Depression. "Post did the predictable thing: it reined in expenses and cut back ...
  Advertising, Economic Crisis, Marketing Budgets, Marketing Inspiration, Marketing Smarter, Recession
• The Budget-Cutting Blues
  "[T]he degree of uncertainty in business and consumer markets has soared," says John Quelch in a post at Harvard Business Online. "Yet, to conserve cash, most firms are reducing spending ...
  Collaboration, Market Research, Marketing Analytics, Marketing Budgets, Targeting
• Marketing in a Recession: What Do the Studies Really Tell Us?Christian Shea
  Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy ...
  B2B Marketing, Market Research, Marketing Budgets, Measurement, Recession
• Leapfrogging for Success: Change the Game via InnovationEvan Gerber
  Marketers these days find themselves increasingly squeezed between a big rock and a very hard place: Their mandate is to demonstrably improve ROI, with reduced budgets, while communicating with skittish ...
  Brand Positioning, Creativity, Customer Behavior, Google, Marketing Budgets, Recession, Social Media, Social Networking
• TLC for the CFO
  As B2B budgets tighten, CFOs are becoming more demanding. Show me the results! Justify the expense! What more can a CMO do? In a recent post at the Marketing Interactions ...
  B2B Marketing, Marketing Budgets, Measurement, Metrics
• Recession Marketing II: What NOT to Cut
  In Part I, we suggested a few cuts to make in your current marketing budget to help keep your bottom line healthy during these tough times. Now let's take a ...
  Customer Acquisition, Customer Relationships, Customer Retention, Marketing Budgets, New Media, Recession