Aggressive Marketers Outspend Rivals By 60% During Recession
Al Dente Marketing and Real Results Marketing showcase eye opening findings from their recent
survey “Marketing In A Recession” which studied marketing tactics and spend patterns during
the current economic downturn.
Orlando, FL (Vocus) July 14, 2009 -- The new “Marketing In A Recession” report brings to light divergent
approaches on how to produce “bang for your buck” during these economically challenging times. The report
includes information on activities as diverse as innovation and product development, pricing and product
discounting trends, along with a host of other insightful findings, and is available now as a free download from
the Al Dente website.
What key findings does the report highlight? How are rival marketers spending their budgets and what do
businesses need to do to remain competitive, or even outshine their rivals?
42% of survey respondents said their companies are reducing marketing expenditures while 25% are spending
more. But the real news is in the spend disparity. While organizations cutting marketing spending are slashing
budgets by 35%, those spending more have increased their budgets by 26%. Andy Martin, president of Al Dente
Marketing and one of the study’s authors, noted “A 60 percent variance in marketing expenditure between those
spending more and those spending less is huge. I’d hate to be a business on the wrong side of that equation.”
Focus on niches, introducing new products and services, emphasis on database analytics, market research metrics
and shifting spend towards low-cost and measurable marketing activities are just some of the actions
recommended by marketing executives surveyed in June.
Ian Heller, president of Real Results Marketing, noted, “If there has ever been a time to be good at segmentation
and take into account macro variables like industries and geographies, now is the time; you’ve got to pick
The report was compiled from 188 respondents, and provides detailed a