Marketers see good things in new year

摘要

With an ad recovery finally under way, b-to-b marketers are welcoming 2004 as a year in which they can work with slightly larger marketing budgets and continue to build relationships with customers, investors and business partners. The recovery, signaled by overall ad growth in 2003 of approximately 4.3% and b-to-b ad growth of roughly 3%, will have a positive impact on marketers, media companies, ad agencies and other businesses in the new year. However, even with spending projected to grow in 2004, marketers are being cautious about how they spend. Marketing in a recession the last two years has taught them valuable lessons about smarter positioning, targeting and execution strategies.