©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Ad Age, 10/13/10
The economic recovery is shaky. Consumers are spending cautiously. Unemployment remains stubbornly in double digits. Marketers are facing persistent headwinds and expect them to become a permanent condition. A recent study by Accenture suggested that pessimism is widespread, and almost all of the global CMOs surveyed said they expect their marketing budgets to shrink and reflect the market austerity.
This likely permanent squeeze on budgets will become the new normal. It will force marketers to reassess every practice and reset their approaches. As we near the year’s end, it’s time to take stock of the changes that will, taken together, continue to radically impact the top marketing job in 2011.