Most
Marketing Executives See Economy Turning Around
in 2010
SUMMARY: Most marketers – in
small and large businesses – look at 2010 as the
year the recession begins fading away and we see
significant growth. Their opinions are important
because they spend money, and their collective
psychology can help to fuel a revival in all
industries.
Our first Chart of the Week for 2009 looks at
the recession. To start off the New Year, we
compiled recent data on when marketers expect
the economy to begin a turnaround.
To get the most relevant data, we used a
sub-group of VP and C-level respondents. Tasked
with long-term budgeting, they were more likely
to have a stronger and more educated opinion
than most. We also split out executives at small
businesses versus large companies. The latter
tend to have more resources focused on financial
projection.
Remember, our respondents have financial
responsibilities, but they’re marketers – not
CFOs. We’re interested in their responses for
exactly that reason. Marketers spend money, and
their collective psychology will be an essential
element of the revival of all industries –
especially those related to marketing and
advertising. So, what did they say?
Regardless of company size, most marketers look
at 2010 as the year we emerge from the recession
and start to see significant growth. Small
businesses are more optimistic; nearly 40%
predict some improvement in 2009, and another
35% look at the first half of 2010 for signs of
positive change. Large organizations are
bearish; 21% suggest 2009, and 60% identify 2010
or 2011 for a reversal of fortune.
A key thing to know about mass economic
psychology? It can turn quickly. As the first
signs of growth emerge, we can expect to see a
powerful shift in opinion. In the meantime,
we’ll focus on data that explores inexpensive
and high-return methods to improve the
performance of your marketing programs.
(Source: MarketingSherpa.com)
SK Kor
Internet Marketing Consultant
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