Church of the Customer Blog
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November 28, 2005
Follow the money
News that's sure to give traditional ad agencies a bigger headache: Marketing budgets commited to customer evangelism and word-of-mouth efforts are on a big upswing, according to Carl Howe at Blackfriars Communications.
Carl, who researches marketing spending, says that "Non-traditional marketing is now the third largest category of
marketing spending by companies, averaging about 14% of marketing
budgets."
That means less money spent on ads, inserts, direct mail, and the other meaningless tonnage of shotgun marketing pointed at us every day.
Jon Fine at BusinessWeek provides a good survival strategy for traditional ad agencies.
Update: Joe Jaffe asks Carl to define the budget categories. Carl does and offers up a graphic with results, including the news that non-traditional marketing budgets have risen three quarters in a row.
Other blogs that reference Follow the money:
» Non traditional marketing budgets heat up! from DeVoogt.com
Ben from the Church of Customer blog is touching on a report that Marketing budgets commited to customer evangelism and word-of-mouth efforts are on a big upswing... Joseph, are you watching this? [Read More]
» Bottom up budget setting from Jaffe Juice
I often talk about the need to move from a top-down budget setting agenda and methodology to a bottom-up approach. Church of the Customer blog (courtesy of a Bastiaan shout out) posts the encouraging news via Carl Howe at Blackfriars [Read More]
» Non-Traditional Marketing Posts Gains For Another from Much Ado About Marketing
In a time where marketing budgets seem to keep getting thinner and thinner, there is positive news - for those companies that provide non-traditional options to clients, that is. Joe Jaffe and the folks at the Church of The Customer blog lay out the ... [Read More]
Wait a minute. If non traditional is now the thrd largest marketing spending category, doesn't that make it, well...traditional?
If non-traditional marketing ever became "traditional," what a different world we marketers would live in!
