Watch the video above to see and hear Chris Moorman discuss the results.
Full results, including the “Highlights and Insights” report, are available on the results page.
Chris Moorman’s post about these results can be found at: blogs.forbes.com/christinemoorman/
March 5th, 2013 at 10:22 am
Thanks again for such interesting insight about the US marketing place.
But looks like overall investments are decreasing (Fig 3.5: marketing spending as a percentage of firm revenues), from 11.0% to 7.9%. Can you comment on that?
March 7th, 2013 at 6:00 pm
Hi Sophie, thanks for the comments. You are correct that marketing spend as a percent of firm revenues has decreased. However, this may be due to firm revenues growing, not a decrease in marketing spend of that magnitude. If you look at the percentage growth in marketing spend expected over the next 12 months, it is 6.1% which is about what it was in August, 2012 (6.4%). Even more telling is that marketing spend as a percent of firm budgets is 10.6% which is down from August 2012 (11.4) but nearly the same as it was a year ago in February 2012 (10.4%). Looking across all these indicators, my sense is that marketing spend is, overall, holding pretty steady from the last survey.
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