Some marketers shift ad strategy amid economic concerns

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February 8, 2008 – While the majority of b-to-b marketers are not revising their marketing budgets in response to concerns about the economy, others are making adjustments to their strategies this year, according to an exclusive survey by BtoB.
According to the online survey of 684 b-to-b marketers conducted during the last week of January and the first week of February, 58.3% of marketers have not revised their original 2008 marketing budgets in response to concerns about a possible recession in the U.S. However, 29.4% have revised their marketing budgets down due to recessionary concerns, while 12.3% have revised their budgets up.
Of those that have revised their budgets down, the channel that will see the greatest decline is print (cited by 45.3% of marketers), followed by events (17.3%), broadcast (10.0%), direct (8.7%), online (6.0%), outdoor (2.0%) and other (10.7%).
Of those that have revised their budgets up, the area that will see the greatest increase is online (48.5%), followed by direct (16.5%), events (13.5%), print (9.0%) broadcast (3.0%), outdoor (0.4%) and other (9.1%).
The complete survey results with reactions from marketers who have shifted their strategies will appear in BtoB’s February 11 issue in an article titled Worries about economy prompt shifts in strategy. This article will also be available at
BtoB Editor Ellis Booker and Publisher Bob Felsenthal are available for comments.

BtoB, the magazine for marketing strategists, is the only publication dedicated to all disciplines of business-to-business marketing. In print and electronically, BtoB delivers the latest trends, best practice case studies, research, and analysis senior marketers need to develop a winning integrated marketing strategy.
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