November 29, 2005Bottom up budget setting
Filed Under: New Marketing
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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 Communications that non-traditional marketing now makes up about 14% of marketing budgets (the third highest category)
I'd certainly like to find out more about Carl's methodology/base for this assertion. What are the other two categories (besides "traditional")? Carl?
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The basis of this data is Blackfriars (http://www.blackfriarsinc.com) eighth consecutive quarterly survey of US business executives on marketing budgets, attitudes, and spending. Re what's in the basket of marketing spending, you can see the Q3 results in this graphic:
http://blackfriarsinc.com/Q3-spending.jpg
As you can see, Other, which we interpret as a proxy for non-traditional marketing techniques is the third largest category, following advertising at 25%, and direct marketing at 22%. This is the third quarter in a row that this figure has risen. There's more information about the survey in the press release at http://blackfriarsinc.com/m05q4-release.html and in the description of the full report at the Blackfriars Research Store, http://blackfriarsinc.com/estore.html .
Cheers, -Carl
Posted by: Carl Howe
Carl,
Thanks for the info.
Any chance of you posting the survey questions online? Sort of "open source surveying" in the blogosphere.
Bastiaan
Posted by: Bastiaan
