The Chartered Institute of Marketing’s latest Marketing Trends Survey reveals that 73% of marketers believe the UK will be in recession in 2009, and 70% believe conditions for the UK economy will worsen in the year ahead.
However, the survey, completed for The Institute by Ipsos MORI, also reveals that 11% of marketers remain optimistic that the UK economy will improve in the next 12 months.
Marketers in organisations with a turnover of less than £10 million are much more confident about their own organisation’s prospects than those working in organisations with a turnover of £10 million or more.
Two thirds of marketers agree that marketing is seen as key to their organisation’s future prospects in the economic downturn.
The economic downturn has meant that marketing plans have already been significantly altered by half of marketers (49%), rising to 60% of marketers in the retail, distribution and leisure sector, and 57 per cent in the financial and other service sector.
Despite the coming challenges, 47% of marketers are not worried about their job prospects in the year ahead – although a third of marketers are. Those most concerned are those in organisations with turnover of under £1 million, where 42% are worried about their job, and those working in the B2C sector (37%).
Only 17% of marketers expect their organisation to be expanding the size of their marketing department, down sharply from the 30% in the preceding Spring 2008 survey (see Marketers Upbeat Despite Economic Slowdown). Those anticipating cuts in the number of marketing staff have risen from 10% last time to 15% now.
In June, a report from online lead generation company Clash-Media found that over 50% of an average marketer’s budget is now spent online (see Over 50% Of Marketers’ Budgets Spent Online).
According to the research, over 70% of companies use search engine optimisation, paid search and e-mail marketing to in-house lists.
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