Marketing Agencies Optimistic of Industry Turnaround.

While the stormy economy has taken its toll on marketing agencies, principals remain optimistic that a turnaround is near. According to the Client-Agency 2009 Economic Outlook Survey by agency lead generation and business development firm RSW/US, a majority of respondents, 76 percent, expect to see the number of new business opportunities increase as they move through the rest of 2009.

When comparing to new business opportunities surfacing today, relative to the first quarter of 2009, almost half of responding agencies, 47 percent, have already started to see an increase.

“The survey results indicate in no uncertain terms how important it is for agencies to be top of mind when their desired prospects start realizing that it’s ok to start spending,” RSW/US Owner/President Mark Sneider said. “Waiting for them to call or relying on old tactics like networking and referrals simply won’t work like they used to.”

Long term, a majority of clients and agencies, 60 percent and 66 percent respectively, stated that they believe their business will be better off than it is today, five years from now.

Even with the abundant optimism, Sneider advises that “While there is some evidence that the volume of new business activity seems to be picking up in the near term, it is probably best to play it conservative in hiring staff to cover the additional work until everybody feels a bit better about where things are headed.”

The survey also indicated that more marketers are shifting spending to put greater emphasis on new forms of media such as social media, search engine optimization and banner advertising.

Sneider adds that “In the end, the winners will be those that keep their eye on the ball, make consistent reach-outs, and can adapt and anticipate changes as they happen.”

For more information at http://www.rswus.com