Product category:
Marketing strategy and consultancy
News Release from: Aprimo
Edited by the Marketingservicestalk Editorial
Team on 18 January 2008
Aprimo research shows marketers' stay
positive
The majority of marketers from leading B2B and B2C organisations across Europe are unaffected by the recent downturn in the global economy, according to research from Aprimo.
The research, which provides clear insight into the economy's effect on marketing within Fortune 500 companies, was carried out among 100 senior B2B and B2C European marketers Whilst the falling US dollar is thought to have far-reaching consequences with knock-on effects on most industries and markets, marketers are purportedly not feeling the pinch
This article was originally published on Marketingservicestalk on 15 Oct 2007 at 8.00am (UK)
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The research shows a positive outlook is prevalent, with 66 per cent stating: "My confidence is high, times are good, the economy is booming and the outlook is positive".
This optimism appears to have a direct link to marketing budgets, which in the case of 60 per cent of respondents increased in 2006-2007, and for a further 23 per cent, budgets increased by more than 10 per cent.
This bright outlook also appears to be driving companies towards new customer acquisitions with 68 per cent of respondents stating that their number one strategic goal for marketing is acquiring new customers and market share.
Commenting on this revelation, David Arrowsmith, Director of Marketing EMEA, Aprimo, said: "This research shows that the credit crunch is not having the widespread negative impact we have been led to believe.
"The fact that the marketing pound is being spent on customer acquisition rather than retention shows that whilst organisations might feel the pinch, their confidence is still strong.
"It also shows that marketing is a business function seen to add value to the organisation, rather than just as a cost centre".
The research also covered topics such as the challenges and opportunities faced by marketing departments, measuring marketing success, talent management, organisational integration, direct marketing, and web 2.0.
Arrowsmith commented: "This research gives us valuable insight into the current issues marketers face; engaging with marketers and learning about their challenges enables us to address their needs with our products.
"We are confident our customers welcome this approach, as we now have a customer base of over 65,000 marketing professionals benefiting from our solutions".
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