The strategy and tactics for marketing are changing rapidly. We conducted a survey to gauge the dynamics of these changes, with a focus on Singapore (though we had responses from outside Singapore too). View/download the full survey report from Scribd. Followings are the key highlights of our findings:
83% of respondents either led (CEO, Managing Director) or held a marketing role in their companies, giving weight and accuracy to the findings as reflective of the companies’ marketing outlook and strategic direction.
Marketers, rejoice! More than three-quarters of respondents say their marketing budgets have increased (44%) or stayed the same (32%) this year. This translates into substantial opportunities for marketers. It also means companies have an overall positive outlook for the year and are willing to commit sizeable funds for marketing efforts.
How are marketing budgets being allocated?
Close to 45% respondents say the marketing budgets for social media and social networks, and interactive digital media have increased. In fact these two channels see the biggest increase in budgets, followed by Public Relations. This demonstrates the increasing value placed on these marketing channels and the increased commitment companies are willing to place on these to generate revenue. Print, advertising and broadcast media see the largest drop in budgets (close to 30%).
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