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Marketing Recruitment - August 2009
Marketing News |
10/08/2009
It might not feel like it for everyone, but it appears the economic gloom is slowly lifting. The number of businesses becoming insolvent has levelled off, the FTSE 100 share index has experienced something of a lift in recent weeks and Ashdown Group client BDO Stoy Hayward even suggested that the recession could be over within the next three months. However, this does not necessarily mean that recovery will be swift to follow. Still, it seems that firms are keen to position themselves to take advantage of any opportunity that arises as the economy begins to pick up again. Indeed, recent surveys appear to indicate that marketing is set to be a key driver for business, certainly in the near term and most likely beyond.
Several studies have suggested that, perhaps keen to avoid the mistakes of previous recessions, firms are not looking to cut their marketing budgets. Indeed, some are looking to increase the amount of money they channel towards the field. Perhaps one of the most striking pieces of research on the issue was conducted by EConsultancy and Clash-Media. They found that 53 per cent of companies in the UK, US and Europe had increased their budgets over the last year despite the downturn. However, it is far from business as usual, with researchers uncovering a dramatic change in the way the sector operates.
Studies produced by organisations including PricewaterhouseCoopers and the Advertising Association have revealed that marketing funds are increasingly moving towards online campaigns with this shift largely being spurred by the desire to demonstrate return on investment. But whatever the reason for this move, the message is clear - marketing is changing.
Professor Keith Fletcher, director of education at the Chartered Institute of Marketing, made it clear what employers are looking for. He said: "With the current challenging economic climate, marketers need to ensure that they can confidently demonstrate their positive contribution to business."
He also called on marketers themselves to make sure that they are able to demonstrate a "thorough and up-to-date understanding of the role" as competition for top marketing jobs intensifies.
So then, with the recession looking like it is on the way out, it seems that businesses are gearing up for the recovery. However, those without an internet-savvy marketing department onboard could find that they have lost the competitive edge they once had. Those who lack such professionals in their ranks might want to think about recruiting some now, before it is too late.
Posted by Jon Aspinell.
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