Though this emphasis on more short-term strategies is a clear response to current economic conditions, marketers also report plans for renewed activities when the recession ends and the recovery begins.
Bob Liodice, President and CEO of the ANA, says "... building brands was jolted by the severity of the economic downturn... (but) marketers are preparing for the rebound with plans for increased media spending... strategically sound brand building... expansive use of social media."
Few marketing initiatives have been shelved or delayed, but many are being reduced, including:
The activities reported as most likely to be maintained throughout the recession period include:
Marketers response to long-term branding decisions and measurements frequently trended against identical questions asked during previous surveys. The most effective measure of brand health (the measure to which brand equity is increasing or declining) is customer experience/satisfaction, according to the respondents, which increased to 48% in April 2009 from 37% in February 2007. There is less focus on traditional metrics such as brand image and awareness, which tend to be lagging indicators of brand health.
Signs of brand deterioration have also shifted, with increased importance being placed on customer-related metrics. According to the survey, marketers are more focused on brand health metrics with increased attention on:
Brand equity is of key importance, say marketers, with metrics focused on the consumer. Products are the most important item to building brand equity (89%) with customer service ranked second (86%). Employees as advocates for a brand are also of critical importance (81%).
Roger Adams, Chair of the ANA Brand Management Committee, notes that "Marketers have increased their emphasis on gauging consumer sentiment and brand health trends... with the proliferation of instant feedback... marketers can... quickly gauge brand equity, health and signs of deterioration."
Media channel effectiveness for building brand equity has also shifted materially, says the report, with some growing to be almost on par with television:
Social media, however, ranks highest as the media channel that marketers would like to use but have not yet been able to implement.
Finally, in the report summation, it is noted that traditional media channels have declined in importance since the first survey was conducted in February 2007:
For more information about the study from the ANA, please visit here.
Very interesting. This year, we have experienced an increase in interest due to the fact that Social Media Marketing can cost just a small fraction of traditional media.
What picture comes to mind when you hear the term "pricing deals"? Does it ring like a pitch to hawk traditional media with traditional methods at deeper discounts in an effort to recover some of the losses? It’s a desperate gambit to be allowed to keep whipping the same old horse with the same technique after the wheels haven fallen off the buggy. The shift-in-share toward social networks and WOM won’t be change much through this (perhaps moderately successful) tactic, especially if the increased share of PR finds its’ carriage in social media.
The way in which the numbers are aggregated and presented suggests significant overlap between the expense categories, leading to some doubling-counting errors.
At the onset of the recovery, the lions’ share of budget increase is in social media, thus further accentuating the present shift-in-share. Similarly, the increase for innovation and testing/learning will accrue more rapidly to social media.
That traditional methods of brand building have been cut back overlooks the fact that social networks and WOM are strengthening brand authority and acceptance, even while consumption and budgets for brand marketing are in recession.
Social media:
• is a less-costly buy
• cheaper to produce
• supports testing/learning more cost effectively
• provides a great transport for promotions
• works well in leaner sponsorships and events
We should expect SM/WOM to gain more ground now.
Wouldn't you like to have better looking, more clearly presented comments? How about a decent WYSIWYG editing tool for us poor commenters?