A full 61% of those increasing marketing spending said they were upping it by more than 10%, and 30% were raising it more than 20%. These are very strong numbers and, for those of us in market segments not directly hit by consumer lending and housing, we have a good opportunity to avoid the downdraft this year.
The biggest area of increase, as expected, is online, with 79% of all marketers planning to boost spending. Events are also strong, with 50% of marketers planning increases.
Among online categories, Web site development, e-mail and search marketing are where the money is flowing, with most marketers planning increases in spending behind these tactics. And even online banners are in demand, with 36% planning to increase spending on them.
And how about print, you ask. Well, 28% of respondents said they were increasing print budgets. However, 20% are decreasing print spending, so don't plan on double-digit print increases this year.
Finally, only 28% rated trade media partners' willingness to work together toward marketing goals as excellent. That's much worse than the 40% that agencies garnered.
The dollars are out there. We just need to tailor new programs and work more closely with marketers, and this may be a sunny year after all.
Bob Felsenthal can be reached at [email protected].