American businesses won't cut quite everything amid economic concerns. They'll continue to invest in key online marketing programs such as e-mail and search engine marketing in the coming year.
This was a key finding from a survey report released earlier this week by StrongMail Systems, a Redwood City, Calif.-based marketing and transactional e-mail services provider.
Results show that 51 percent of the 949 global business leaders who responded to the online poll plan to increase their marketing budgets in 2009. Of these companies, 73 percent said they will bolster e-mail marketing programs, and 44 percent will spend more on their search marketing campaigns.
Those professionals decreasing budgets in 2009 will cut spending on marketing programs that don't typically generate as lucrative a return, such as advertising (29 percent) and trade shows (19 percent). Just 4 percent of companies surveyed plan to reduce e-mail marketing budgets.
Many organizations also plan to experiment with new programs in 2009 to raise visibility and increase sales, the survey found, such as offering free trials, promoting product giveaways and integrating social media strategies.