Constance Aguilar says, “It wasn’t all that long ago that marketing experts were telling their clients that the Great Recession created great opportunities for companies brave enough to increase their investments in marketing.

So, why are companies doing exactly the opposite now that the economy is well into its recovery? The answer, it seems, is found in the shift to digital-marketing strategies.

Academic research dating back to the 1920s shows that companies which muscle-up advertising costs during recessionary times post sales gains when the economy bounces back. It makes sense, then, that marketing dollars stretch further when there’s less competition for advertising venues and less noise in the marketplace.

Gartner’s annual marketing survey found that marketing budgets for 2017 are expected to increase, compared to 2016. Chief marketing officers surveyed by Gartner said their organizations expected to invest 12 percent of their respective company revenues in marketing during 2017, up from 11 percent this year”.

Put Your Money Where Your Marketing Is

Entrepreneur

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