As consumers consider whether to open their wallets to begin spending again, businesses will look, as always, to marketing professionals for expert advice on how to position products and services to appeal to buyers. And The Creative Group’s most recent study found that marketing executives expect to play a bigger role in business decisions as the country emerges from recession. The study, which includes opinions of both ad agency professionals and senior marketing professionals employed at large companies, reveals that at least 6 in 10 marketing professionals believe their influence is greater now than it was three years ago and this influence is increasing.
"Companies increasingly recognize the value that marketing and creative teams can provide in terms of finding innovative solutions to business problems," says Megan Slabinski, The Creative Group executive director. According to Slabinski, part of the new influence may stem from the marketing teams’ greater comfort level with emerging forms of social media. As these employees communicate directly and immediately with clients and customers, they can share valuable knowledge and insights with senior decision-makers. This new trend in the business world may lead to increased hiring of marketing professionals who demonstrate expertise with social media tools.[Source: The Creative Group, August 2009 release]