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Online Helps Marketers Do More with Less

Making each dollar accountable

September 25, 2009

The harsh reality of marketing in a recession: Three-quarters of marketers had their budgets cut this year, and two-thirds were expected to drive more sales with an equal or lesser budget, according to the “2009 ANA/MMA Marketing Accountability Survey” from the Association of National Advertisers and Marketing Management Analytics.

The No. 1 strategy for marketers who wanted to improve effectiveness without spending more, according to the June 2009 poll, was shifting from traditional to digital media. More than one-half of respondents also reported shifting spending away from brand-building initiatives, and 38% were putting more spending into lower-cost media.

Tactics Used by US Marketers to Improve Marketing Effectiveness*, June 2009 (% of respondents)

Almost four in 10 respondents reported that senior management considered marketing “an expense,” but more saw marketing costs as investments in their brand.

Attitude of Senior Management Toward Marketing According to US Marketers, June 2009 (% of respondents)

The need for marketing accountability is driving many efforts among the marketers surveyed by the ANA/MMA, including an increase in the use of sophisticated analytics and predictive modeling. Fewer marketers reported this year that it was challenging to train staff to deal with the data compared with last year. But they were much more likely to find it difficult to manage all the disparate tools and output generated by their analysis.

Marketing Accountability Challenges According to US Marketers, 2008 & 2009 (% of respondents)

Although many respondents expect their budget for 2010 to increase (36%), accountability efforts are here to stay.

“With marketers, CFOs and CEOs paying more attention to each dollar spent, marketing accountability processes have become strategic imperatives,” said Bob Liodice, president and CEO of the ANA. “Such programs have had a positive impact on sales and marketing ROI—and will continue to do so with senior-level buy-in and, importantly, cross-functional representation.”

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Check out today’s other article, “Marketing with Mommy Bloggers.”


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