eMarketer’s Seven Marketing Predictions for 2009 – how are they relating to business in Indianapolis

Posted November 30, 2009 by   in Indianapolis Businesses, Marketing Statistics


In January, Geoff Ramsey — CEO, Co-Founder of eMarketer wrote his Seven Marketing Predictions for 2009. We are now two months into 2009 and I thought it was a good time to see if these predictions are holding true for the Marketing and Advertising here in Indianapolis IN and elsewhere throughout the country.

Marketing budgets have certainly been reduce compared to years past, but there are three other points have stuck out the most for me.

  • Reduction of marketing staff
  • Decrease in advertisement in traditional media
  • Continued decline of newspapers

In preparing the 2009 marketing plans for our clients, we were surprised by how many clients proactively approached us about reducing advertising in traditional media. The effectiveness and ROI of these tactics have always been ambiguous and difficult to measure but in general clients always “felt” it was just something they had to do. The ever-changing tides of our economy is forcing marketers and business executives to be more aggressive with measuring the effectiveness of every dollar.

It seems that every week I read or hear of another newspaper cutting staff or even closing their doors. This is occurring at a much more rapid rate that I expected. With the amount of digital media outlets, Smart Phones, Twitter, Blogs, etc, information is being digested differently than it had been even 3 years ago.

Geoff has other sound predictions and background information. Below are Geoff’s marketing predictions and the full post can be found here Seven Predictions for 2009 and we highly encourage you to read it.

Let me know your marketing and advertising predictions for 2009 and if you’ve noticed any surprising trends.


1. No doubt about it, marketers will be cutting back on advertising spending this year.

2. Among traditional media, newspapers, radio and magazines will see the worst declines.

3. Advertisers’ pull-back in overall marketing spending, coupled with a serious re-examination of traditional media, will set in motion a series of permanent changes that will affect how media is planned and measured, as well as the media mix itself.

4. Throughout all this economic shrinkage, the Internet will continue to grow, though at a far more constrained pace. eMarketer projects online ad spending will rise 8.9% in 2009, after an already ratcheted-down rate of 11.3% in 2008.

5. Despite the general consensus that online will ride out the storm, expect to see a growing contingent of bearish forecasters disparaging its prospects. Ironically, many of these doom-mongers will hail from the Internet space.

6. Growth in online display advertising will languish—but only in terms of absolute-dollar spending, and the effects will be temporary.

7. Ecommerce, already hammered in 2008, will see growth slip even further, from 7.2% in 2008 to a measly 4.1% in 2009.