Customer-obsessed marketing

How Are 2009 Marketing Budgets Shaping Up?

Laura Ramos
Vice President, Principal Analyst
January 8, 2009

Lauraramos [Posted by Laura Ramos]

Happy New Year, Everyone! Looking over my holiday and Christmas greetings this year, I was struck by the change in tone from 2007 and how everyone’s wishes for a "happy" new year seemed more sincere and profound in light of the current economy.

In our Predictions 2009 research, published December 23, Forrester analysts who cover B2B and technology marketing predict that marketing budgets will take big hits early in 2009, with typical decreases in the 15% to 25% range. To investigate whether this prediction is tracking current experience and to look at the impact of the economy on this year’s B2B marketing spending, Forrester teamed up with MarketingProfs to field a survey that explores 2009 budget plans and looks back at 2008 effectiveness.  Interactive marketers who work at firms who sell primarily (but not necessarily exclusively) to businesses will find participating in this research relevant because we explore a number of online and social tactics along with the conventional.

The survey is currently in the field.  If you would like to participate, please click on this link. We have over 400 responses thus far, so please feel free to add your input and opinions. Reply to this post with thoughts and feedback about the survey and I’ll address anything that comes up. All participants (who supply their email addresses) will receive a copy of the results.

Here’s wishing you a more prosperous new year.

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