The economic outlook for marketing from the latest CMO survey
Marketing doubled down on customer marketing as economic optimism fluctuates; businesses see more value in marketing, as the functions influence and responsibilities grow “Marketing contracts under economic pressure despite growing value and AI gains.” That’s the title of the 35th edition...Read More
Are B2B SaaS companies engaged in their own version of shrinkflation?
SaaS companies have slashed marketing budgets, effectively cutting off communications with customers; and now some are imposing harsh terms to protect margins at the expense of trust There’s an old saying, it’s not the circumstances that matter as much as...Read More
Why It’s Important to Maintain Marketing and PR Budgets in a Recession
Think of the economy as a networking room. When times are good that room is crowded, loud and noisy. It’s hard to communicate. When the economy goes south, that room goes quiet which offers a marked advantage for businesses that...Read More
ROI: Is Marketing Getting Harder or Easier?
It’s never been easier to get a message out than it is today. Marketing is surely getting easier. Yet prospects also require more touch points – twice or triple the work – along the buyer’s journey. Marketing is seemingly getting...Read More
McKinsey: 5 Factors Driving a New Golden Age of Marketing
McKinsey & Company gave marketing organizations a nudge in February when it published an article on its site titled: The dawn of marketing’s new golden age. In context, the management consulting firm says advances in technology are propelling marketing into...Read More
Auto Dealerships, Coffee and Same Store Sales
Same store sales are a key industry metric for the retail industry that allows analysts or market researchers to distinguish between revenue growth from existing store and sales from new stores. This metric goes to the heart of why Chrysler...Read More
9 Data Points for the Marketing and PR Industry
How big is the PR market? There are numerous reports and none of them strike me as conclusive or especially authoritative, but the ballpark number I’ve concluded is about $10 billion. In the course of research, I’ve stumbled on a number of...Read More
Marketing in a Recession: Asia Air Takes Off
“When other airlines slashed advertising during the SARS scare in 2003, AirAsia tripled its spending,” wrote The Economist about the low-cost airline, Asia Air, that has defied expectations. As I’ve written before, marketing is akin to having a conversation in...Read More
Marketing in a Recession
When tough times hit marketing is often among the first budgets business leaders look to cut. From a financial standpoint, this is an easy decision because marketers often struggle to make an empirical cost-benefit case for many of their programs, especially...Read More
