Leading companies have stepped up their emphasis and focus on marketing accountability practices, according to a new survey by the Association of National Advertisers and Marketing Management Analytics.
About 75 percent of respondents reported a decrease in their marketing budget in 2009 while 67 percent said they were expected to drive more sales with the same or lower budget.
Fully 92 percent of respondents said they are taking steps to improve marketing effectiveness without spending more in 2009. That is leading to a shift of spending away from legacy channels and towards digital media, as 70 percent of respondents indicated they are doing so.
Respondents say their firms also are shifting advertising investment from brand-building initiatives to promotional marketing. About 53 percent of respondents indicated their firms are doing so.
Firms also are shifting their spending to lower-cost media. This means use of local instead of national TV ad buys, or 15-second instead of 30-second ad buys. About 38 percent of respondents said they were taking such measures.
Another direct result is greater emphasis on accountability and more collaboration across marketing, finance and research teams.
Some 32 percent of respondents said their teams included representation from marketing, finance and research, up from 22 percent in 2008.
About 17 percent of respondents said they use "what if" scenarios, up from eight percent in 2008.
Some 43 percent of respondents also said they use customer lifetime value models as an accountability technique, up from 27 percent in the prior year's study.
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