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IT vendors' marketing budgets down 8.3%

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Framingham, Mass.—Information technology vendors with more than $1 billion in revenue reduced overall marketing budgets this year by an average of 8.3%, according to IDC's CMO Advisory Service. Additionally, the typical vendor will have reduced its marketing staff by about 10% by the end of the year. IDC estimated that more than 6,000 marketing jobs will be lost in the IT vendor community this year.

As marketers prepare budgets for 2010, the CMO Advisory Service offered the following advice:

  1. Senior marketing executives should maintain reporting and budget control over the marketing organization;
  2. Be prepared for a recovery by having marketing plans ready to go;
  3. Be ready to hire strong talent when hiring freezes are lifted;
  4. Expand digital marketing to include social media and other techniques.
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