Despite Recession, Marketers Expect Growth in Digital
by Timothy Fields - Brandweek
A Marketing Management Survey conducted this spring by Millward Brown on behalf of Manning Selvage & Lee, New York, and PRWeek, London, revealed that 75% of senior marketers expect spending for new media and online initiatives to increase in the next year. The survey polled 252 U.S. CMOs, vps of marketing, and marketing directors and managers. The study focused on digital and consumer generated media, marketing ethics and the role of public relations in the marketing mix.
According to the survey, while three-quarters of respondents expect an increase in digital budgets, 21% expect them to stay the same and only 4% expect budgets to decrease. On the other hand, advertising budgets appear to be more stagnant: 33% of marketers expect traditional ad budgets to increase, while 48% think they will stay the same and 20% expect a drop.
"These results show us that not only is digital marketing a global capability that marketers must truly embrace for its effectiveness and ROI, it is also a discipline that fares very well in tougher economic conditions," Mark Hass, CEO of MS&L Worldwide, said in a written statement. "Digital is an advisable investment because of the strong, measurable results it can produce and targeted audiences it can reach, and it's also one of the more economical options. On the other hand, advertising is more expensive."
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