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Summary

The dismal state of the economy is causing companies everywhere to reassess their marketing budgets to ensure that they are allocating their limited marketing funds in the most productive ways possible. In many cases, this means curtailing, postponing or even eliminating previously planned marketing expenditures. In other cases, companies are actually investing more aggressively in various types of marketing programs, sensing an opportunity to capitalize on the grim economic headlines. Companies are making changes to their product and service portfolios, revisiting their media planning and revamping their brand positioning and go-to-market messages. Companies are also shifting more of their marketing spend to emerging channels and marketing programs that may be more cost-effective than the traditional alternatives. In short, the recession is having a profound impact on nearly all marketing-related activities, including those related to the classic "Four Ps" of marketing: product, promotion, pricing and placement.

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Aberdeen Group

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