Magazine article Marketing

Confusion Reigns among UK Marketers

Magazine article Marketing

Confusion Reigns among UK Marketers

Article excerpt

Confusion reigns among UK marketers

Fears of recession have already prompted nearly a third of the UK's leading marketing companies to overhaul their marketing strategies, according to the latest Marketing Forum survey.

Nevertheless, four out of ten companies are still planning to increase their marketing spend.

The research, carried out among a panel of marketing directors and managers from the top 300 advertisers, shows that confusing economic signals which have bedevilled the Government and the City are mirrored in the attitudes of those on the front line.

Four out of ten marketers are downgrading their sales and profit forecasts. A slight majority are not.

There is a similarly mixed outlook for ad spends. While three out of ten are planning to reduce total ad budget, 46% are planning real increases. Least affected by the downturn is direct marketing, with only 15% anticipating cutbacks.

MARKETING FORUM

1 Have you, in the past six months, downgraded your forecasts for your company's sales and/or profits in the light of what some people might term the worsening of the domestic economy? …

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