Nearly one-half (47%) of small businesses plan to cut their marketing spend over the next 12 months, according to a global survey of CMOs by Dentsu.
Two-fifths (41%) of small businesses will cut their marketing spend by at least 5%, while just one-fifth (19%) plan to increase their investment over the next year.
Large businesses, those with over 1,000 employees, are now mostly ready to invest – 54% plan to increase their marketing spend over the next 12 months, a larger share than the 32% saying they will cut their spend.
Medium-sized businesses are caught in the middle,...