In our most recent 2013 survey (click here to download: RSW/AgencySearch survey), the marketer and agency outlook for 2013 is somewhat of a mixed bag.
Here is a topline of some of the key findings from the survey:
“Uncertainty about the economy” was the #1 potential impediment for growth in 2013.
I personally believe this has the potentialy to plague us all year – and it could continue into next year as we start rolling into mid-term elections.
As long as our government continues to dig thir heals in the sand and pander to their extreme wings in their parties, we will continue to live in a world of uncertain marketing and advertising.
Marketer & Agency Outlook: It’s simply a brave new world.
And the brave new world is also refelected in how marketers expect to react to this uncertainty.
Not necessarily by pulling in the reigns and ceasing to support their brands – but by spending the dollars they have in a smarter, more strategicaly intelligent way.
By looking for more efficient media platforms.
By better integtrating programs across platforms.
And of course, by finding the agencies that can help get them there.
Good news for brands and the marketers that manage these brands – and of course their agencies – is that marketers expect to see their spending at least remain constant – if not increase as they roll through the blanace of the year.
66% of marketers expect to see spending increase or remain the same compared to 2012.
So what does this mean for you, the marketer?
Means that the competitive nature of the categories you play in will not slow down. Liklihood is things will only increase in velocity as more marketers not only increase their spends, but also start spending dollars in ways that are more saavy and better integrated across media platforms.
Means that if you are in a position where you aren’t seeing spending increases this year, and you aren’t doing anything to change the way you manage your brand, you might want to reconsider – because likelihood is, your competitor is going to continue to knock on your consumer’s door.