Length: 6 pages For Marketing Leadership Professionals
Jaap Favier April 9, 2008
Marketing Cuts Budgets By 3% In A Downturn
Advertising And Traditional Media Will Get The Biggest Hit
by Jaap Favier
with Cliff Condon, Kim Le Quoc, Alice Bresciani

This is a document excerptEXECUTIVE SUMMARY

Forrester interviewed more than 100 marketing leaders about their response to the looming recession. On aggregate, they expect to reduce by 3% their total budgets and cut branding, advertising, and traditional media. To reduce the impact of these cuts, agencies will accelerate the integration of new media — an element few CMOs economize on. The TV industry will speed up offering addressable ads to increase the returns on traditional media budgets. Small brands will benefit most from these changes. Large advertisers will gain in the long run if they start to compete on consumer knowledge, by investing in social media, marketing analytics, and a leaner go-to-market process.

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Analyst: Jaap Favier
Technology: Marketing & Advertising, Marketing Planning
Geography: Asia Pacific, Europe, North America

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Managing Marketing Through An Economic Downturn
Original air date: April 7, 2008
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