Beyond the Collateral Archives: November 2008
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November 20, 2008
2008 Survey Results: 10%-20% Budget Cuts Expected…But Will Cutbacks Be Deeper?
In late October 2008, SwanDog Strategic Marketing and FRC refielded elements of last year’s ground-breaking marketing research “Beyond the Collateral.”
Losses in revenue to the investment industry alone will run well into the billions of dollars. One of our goals with the survey was to learn how much of those losses Marketing is planning to absorb. Via the survey, two-thirds of marketing executives told us that they expect 10%-20% 2009 budget cuts while one-third expect cuts to exceed 20%.
As deep as even 10%-20% cuts can feel, we suspect that many chief marketing officers (CMOs) are underestimating the crisis’ impact.
The survey also asked marketers how priorities were being reset in the current environment and how they were aligning with business goals.
Please complete the form below to access Dave Swanson’s 10-minute video presentation with more about the survey findings.
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November 7, 2008
Asset Management Marketing Budgets Are Insufficient
We continue our release of exhibits from the 2007 Beyond The Collateral research with data on marketing budgets (exclusive of compensation). Last year’s study showed that nearly half of firms (46%) with assets under management (AUM) between $15B-$50B spend less than $2 million, and 50% of firms with AUM over $50B spend less than $10 million. These represent marketing budgets that are 1 basis point or less of AUM.
Further, a large percentage of marketing budgets are spent on literature development and fulfillment. The majority (57%) of firms with AUM of less than $50B spend more than 40% of their overall marketing budget on literature development and fulfillment. Even 38% of firms with AUM over $50B spend over 40% of their marketing budgets in this manner.
Check back next Friday for the next release of another exhibit from Beyond The Collateral. The research is being re-fielded now, with results due before the end of the year.
