So IDC found that nearly two-thirds of technology firms plan to cut their marketing budgets in the first half of ’09 creating an aggregate decline in spending of about 15%. That’s a heap of cash. This info is from an article in the March 9 issue of BtoB Magazine. Right below this article is another entitled “Emerson sees recession as ‘opportune time.’ Guess what this article’s about? Right. Leveraging the economic downturn to turn up their marketing volume when their competitors are turning theirs down. Obviously it’s easier to gain mindshare and build brand awareness when there are fewer messages to compete with. It’s a sound approach. Once you become invisible the market begins to forget.
