Marketing Budget Survey: How Do I Plan For 2011?
If the past few years have been a search for a "New Normal" in marketing, it appears marketers think they've found it. That's the pattern the authors see in the latest survey of business-to-business marketing executives, conducted jointly between the agency and the partners at Hearst Business Media. Together, the authors surveyed management and marketing executives from across North America in a November 2010 email survey on 2011 marketing decisions, budget patterns and priorities. The past few years have seen once-in-a-career shifts brought on by the global economic collapse and the emergence of new tools such as social media. So it's not surprising that prior surveys reflected rather significant changes in marketing against this backdrop of uncertainty and new media.