Marketing Overview

Marketing budgets form an area where severe cuts have already been made.

Looking to the future, marketing budgets are forecast to lag behind turnover and profit trends, so that the industry is clearly not investing back into the long-term health of its brands with as much conviction as it claims.

A very significant and rising proportion of the budget is being directed to online activity as developing web traffic is the industry’s top area of marketing investment, with retail sales development coming well down the priority list.