B2B Recession Survey Update 2009

by Bob Grant

In a compilation of recent surveys on testing the marketing environment for 2009, we found the following survey results.

Survey Says.....

Newton Needham Chamber of Commerce on the question “Looking to 2009, what will be the most important strategy for keeping your business competitive?

  • Increase Marketing – 34%
  • Reduce Cost – 27%
  • No Changes – 16%
  • Increase Staff – 6%
  • Reduce Staff – 3%
  • Other – 14%

Marketing Sherpa survey of businesses supports the finding that 34% of marketers in small companies will increase their marketing budgets compared with 2% of medium size companies and 21% of large companies. The Sherpa survey shows that when it comes to expenditures in marketing, 38% of respondents said they will increase online spending, while 36% are decreasing traditional tactics.

In online marketing, 53% of respondents are investing more in email marketing to house lists, and 47% are increasing spend in Web 2.0 marketing. On the traditional tactics, 30% of respondents will increase spending on Direct Mail.

Research from AD-Ology Research offers the following findings:

  • 52% of small business owners surveyed agree with the statement 52% of small business owners surveyed agree with the statement “You can gain market share by marketing while your competitors are cutting back.
  • 74% believe their company 74% believe their company “must be the first 2-3 that come to a customer’s mind”
  • More than half of respondents plan to spend the same or more time and money on their web sites and email marketing in 2009.

 

It is obvious that companies are looking for fast turnaround in ROI. Online marketing and direct mail are more easily traceable to results than other forms of marketing. There are also great opportunities in print advertising where many larger companies have cut back on budgets leaving prime magazine real estate available at negotiable ad rates.

As referred in Ad-Ology’s survey 74% respondents believe in order to be considered for a sale, your company or product needs to be among the top 3 in the customer’s mind. This is why it is extremely important to that you develop a strong brand and creative tactical branding.

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