Skip to content. | Skip to navigation

Digital industry to thrive in recession- survey

Added:
Nov 26, 2008

Marketing and PR are historically the first disciplines to join the redundancy pile when a recession hits. However, a new set of stats from Shape the Future suggests it could be a very different story this time round.

Respondents to the latest corporate spending survey, from Shape the Future, have identified intentions to increase spending on promotion over the next 12 months.

 

This is a complete turnaround on the historic marketing budgetary cuts, which have been the standard saving tactics for companies struggling to tread water during previous recessions.

 

 In addition, two new activities marked for increased spend over the next year were cited as Networking and Website Optimisation (SEO) (by one fifth or 19.7 percent of the sample).

 

A quarter of UK businesses surveyed cited websites (25.1 percent) and PR (11.9 percent) as the most important marketing items over the next 12 months.

 

 “When the dot com bubble burst ten year ago, some valuable lessons were learned. Unfortunately several of these came too late for many companies who went under. The research results from Shape the Future seem to show the far greater understanding of the online world and how it can aid survival this time around. It’s a fine balance between the two that will be the ideal formula” said Liz Barnes, Chair of the Chartered Institute of Marketing Sussex branch.

 

Peter Martin, managing director at Shape the Future and author of the report said: “Interestingly, the data we have collected also shows an increase in print spend alongside SEO and PR. This suggests that companies are moving towards finding that lucrative balance to meld on and offline activity to boost their bottom line. The key is knowing where your customers are and what they are likely to respond to the most.”

 

Increased business spending identified over the next 12 months on:

% of companies surveyed

Websites

58.9

PR

42.5

Print

23.9

Direct Marketing

18.2

 

In total 36.4 percent of companies surveyed plan to increase their overall marketing budgets in the next 12 months. Nearly half planned no change, while only nine percent planned to reduce, leaving another nine percent not sure yet.

 

For marketing spend overall, the statistics showed that:

 

·         Those more likely to increase spending were business services companies. 

·         Property services were likely to be decreasing their spend more than average, as were retailers and wholesalers

·         Businesses in the South East were more likely to be reducing their marketing spend

·         And 45.7 percent planned no change or were undecided

 

Source: http://www.shape-the-future.com

 

 

Document Actions
Subscribe to Netimperative Newsletters

Email address:


Daily
Weekly
Search Marketing
Events
Publishing & Media

Send as:
Text
HTML

Alternatively, click here to unsubscribe

Digital Training Academy
Digital Training Academy
Essential skills for today's marketers: boost your team's results with customised advanced digital marketing coaching from world class trainers at the Academy.
Mail our academy managers Ask our tutors for more
Full details here...
Digital marketing audits
Digital Training Academy

Getting the best ROI from your websites, emails and online ads? Sure?

Our digital marketing audits review your current and planned campaigns to find ways of cutting budgets without cutting impacts.

Mail our academy managers Ask for more
Full details here...
 
Digital events
Latest polls
Mobile ad networks
Apple's iAds Vs Google's AdMob- which do you think will be most succesful in the long term?



Votes : 114
Comment
Right to reply: The New Twitter – a sticky, revenue-rich service that blitzes the third-party apps
Twitter is now a 'destination website' and that means it is gunning for Facebook, but cleverly avoiding a direct dogfight. It’s more an information network than a social network and so is offering much, much more. Tanya Goodin, CEO of search and social conversion agency Tamar comments…
Sep 16, 2010
Right to reply: ‘Instant Search’– Google giveth then taketh away
Google has just announced its “streaming search” service, Google Instant, is coming out of limited Beta testing and going live for all users. According to Adam Bunn, Head of Search at leading independent search and social marketing agency Greenlight, when it comes to search engine optimisation campaigns (SEO), some websites may now suffer a drop in traffic.
Sep 10, 2010
Guest comment: No rival to the SMS text exists in the market today
SMS is the obvious “lowest common denominator” mobile marketing solution... yet critics still talk about apps and website and vouchers. Darren Daws, Managing Director at Txtlocal argues why SMS is still the best mobile marketing medium, even on smartphones.
Aug 04, 2010
All subject items…