Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Paul;
These findings make a lot of sense. I think the bigger question is this:
Were these companies successful because they advertised OR where they advertising because they were already successful?
Mike
@ Michael
Thanks for commenting Michael
I think the idea here is that the companies that maintained or increased their marketing expenditure actually gained market share. It is one of the most effective ways of beating your competitors and in essence made them more successful in the long run (even if that meant more % market share)
I think the real challenge for marketers is that we are in the middle of a biggest transformation ever – so if you are going to make changes to your marketing plans – *what* to keep and what to shut off isn’t as clear as it has been in the past.
p
I have a hunch (but no data yet to back it up) that marketing/ad spend during a recession is actually more critical than during good times. During a recession, a solid company can steal marketshare from the companies that are sinking, and come out of the recession much stronger.
Of course, this is still a hard sell to my CEO.
That is some very interesting data. Specifically the 1985 results:
By 1985 – sales of the businesses that maintained or increased their ad spend during that recession
* Sales had risen 256% over those that had cut back on advertising
@Tracey makes an excellent point previous to my comment.
Now off to read the paper by Andrew J. Razeghi.
@ tracey
Totally agree – especially the convincing the CFO part 😉
thanks for commenting
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@ Papia – sorry papia I dont do advertising on my blog
We trot these kind of statistics out every recession and most marketers either just don’t buy it or simply haven’t got the budget to do anything about it.
Instead, they use recession as a way to feel better about under-investing — at least the other guys are doing it too.
Paul,
Thanks for the link! I am in favor of businesses focusing on marketing during turbulent times to gain market share. Tough times don’t last and businesses should use this period to prepare themselves for the upturn. This paper provides me with good statistics to back my case when I present to clients!
Great post. Obviously marketing and ad expenditure during a recession is more critical than during good times. During a recession it becomes more important to focus on the right strategy that brings money into your business whether that is focusing on certain keywords for search engine optimisation and pay per click or other more traditional advertising methods.