“Why is that?” I responded, intrigued.
“When times are good, people want it. But when times are bad, people need it,” he said. “Marketing outsourcing seems like a recession-proof model—it’s the way to get marketing done in a tough economy.”
I never really thought of it that way. My goal was to build a company that could deliver what I needed as a marketing director: Strategic and seamless, media and discipline-neutral marketing.
Our clients are running either white hot or ice cold. Some have told us, “We love you, but we need to cease all marketing activity.” Others have told us they want all their projects accelerated—they want to seize the market while their competitors cut their marketing budgets.
As the economic crisis has deepened, I’ve been thinking more about the marketing outsourcing/alcohol comparison. If it rang true, we should have seen an uptick in inquiries from companies considering outsourcing instead of adding overhead. That hasn’t necessarily been the case.
Since there hasn’t been a massive move to marketing outsourcing, now I’m wondering, just how is marketing getting done?
- Is your agency/employee/freelancer mix changing?
- How has your marketing budget changed?
- What are you spending more on? Less?
- And how’s it going?
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