Marketers are faced with an interesting forecast; they have slimmer budgets because of any number of reasons but mainly due to the turn of the economy and the apprehension it has created. In saying that, some have larger budgets if they are the special few that were outstanding with their strategies and managed to defy odds, increase profits and gain market share.
This is exactly why marketers are faced with an interesting forecast-They are up against unfair, unsure and unpredictable circumstances.
The focus for marketers today is understanding the overall health of their market and their position. A good way to consider this is not how healthy your brand is but how good your immunity and tolerance is.
A brand must be fit and healthy to grow. It is only then that marketers can start considering where to spend.
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