The results of the survey, conducted by IDC CMO Advisory Service, indicate a turnaround in IT spending. Between 2002 and 2003, IT spending decreased 1.7%. The survey found that 49% of respondents intend to increase their overall marketing budget during the first six months of this year, relative to the last six months of 2003. The study also found that for those companies boosting their marketing budgets in 2004, the average increase is 10.8%.
IDC grouped marketers into two categoriesâmarketing leaders and laggards. Leaders are increasing their marketing spending and focusing on a full range of marketing activities; laggards are still in cost-control mode.
âMarketing leaders are truly back in business,â said Rich Vancil, VP of IDC CMO Advisory Service, during a conference call to announce the survey results. âThey have used the two to three years of the downturn to work through organizational issues, cost-control issues and getting measurements and metrics in place.â