BtoB

Mobium survey identifies top ways marketers cut costs

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Chicago--In a bimonthly survey of b-to-b marketers, Mobium Creative Group asked respondents to identify the top ways they cut costs and improve efficiencies in marketing communications.

The top tactic for cutting costs was taking more work in-house, followed by going online or using PDF files for literature and collateral to reduce print costs, and reducing advertising frequency.

Other tactics cited for cost cutting include using more e-mail programs and newsletters, targeting more selectively, eliminating some trade shows, reducing business travel and reducing staff.

Mobium said that despite the pressure to cut costs, marketers are realizing that even “soft” activities such as branding and public relations can show a positive return on investment.

The survey was conducted online on the Mobium Web site (www.mobium.com) as part of an ongoing effort to examine issues of importance to b-to-b marketers and agencies.

--Kate Maddox

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