Winners and Losers in 2009 Marketing Budgets

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It was standing room only at Bruce Biegel’s Outlook 2010 presentation at the DMA Conference last week.   Bruce shared a boatload of research and stats on trends in media spending and marketing budgets.    Here’s a quick recap of the winners and losers in marketing budgets for 2009-2010.
Winner:  Digital and Mobile Media
Loser: Traditional Media
Winner: Below the Line Spending
Loser: Above the Line Spending
Winner: Consumer “pull” accountability in Direct Response Media
Loser: One-way marketer “push” messaging in Traditional Media
The slide below strikes a familiar chord often discussed on this blog:

WinterBerry Group

While not every marketer saw cuts this year, budgets fell by 15.6% on average.  If anything the recession shook the status quo in spending and accelerated the shift to digital.   Next year U.S. GDP is forecast to rebound a bit and grow 3%.  This will be in spite of unemployment hovering between 10-11% so the growth in overall marketing budgets will be incrementally positive but slow.

Again, the big shift here is within marketing budgets.  Note the continued growth in online search as marketers follow consumers’ online behavior.  The mix is changing dramatically and will continue to be the “new normal”.

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