Marketing spending down to lowest level in almost a decade

3.6% of net service revenue last year

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How are AEC firms approaching marketing in 2021 (and beyond)?    There's a stark difference between the way AEC firms looked at marketing during the midpoint of 2020 (confusion, cessation of usual activities, budget cuts) and the way they are approaching marketing spending this year. Business development is one of the top areas of AEC business management impacted by COVID-19.  Latest figures from Zweig Group's Impacts of COVID-19 on the AEC Industry Report show that the vast majority, 72%, report the virus will (or have) impact(ed) their business development activities. A lack of traditional opportunities such as networking events, trade shows, conferences, and other opportunities to get face-to-face with potential clients, drove marketing spending down – Zweig Group's 2020 Marketing Survey Report states in 2020, just 34% of AEC firms said they plan to increase spending on marketing. While AEC firms spent a median of 6.2% of net service revenue on marketing in 2019, this dropped to the lowest level in almost a decade, 3.6%, last year.  While firms remain cautiously optimistic to spend, a pivot in activities such as increased use of online marketing, as well as the return of some in-person events, have led to 53% of firms reporting (according to 2021 Marketing Survey Report) a spending increase in this area.  Zweig Group's 2021 Marketing Report of AEC Firms is a benchmarking and advisory guide to industry firm marketing activities, budgets, marketing department organization, staffing levels, compensation, and investments in marketing systems and infrastructure. This report also has statistics on proposal activity, hit rates, and other useful analytics. For 2021, Zweig Group has added a new and extended chapter on social media and online marketing.  2021 Marketing Report of AEC Firms $495.00 Buy Now We still need your help!    In order to produce the data your firm needs to benchmark and make important management decisions, we need your help and participation.   Participate Zweig Group Zweig Group is the leading research, publishing, and advisory services resource for firms in the AEC industry. Learn more and see how we can work together at zweiggroup.com. No longer want to receive these emails? Unsubscribe. Zweig Group Po Box 1528 Fayetteville, AR 72702 ‌