Marketing executives see modestly higher spending in 2011

A recent survey of more than 100 senior corporate marketing executives at consumer and B2B companies indicates that their marketing spending will either increase somewhat (36%) or remain the same (28%) during 2011. The RSW/US New Year Outlook Report said that 43% of the executives believe the economy has hit bottom while 31% are not sure. However, almost two-thirds believe their marketing headcount will remain the same in the coming year with about 30% saying it will increase somewhat.

These findings validate our own experience. B2B marketers appeared to increase spending modestly during the second half of 2010 to prepare for anticipated economic growth in the coming year.

The trend toward digital and social media also is accelerating. The study reported that 65% of the executives said social media expenditures would be somewhat or significantly higher in 2011. E-mail marketing (47%) and search engine optimization (40%) were also cited as areas for increased spending. About 45% of the executives said the use of print media would be somewhat or significantly lower.