It may be politics as usual in Washington, D.C., but marketing’s a different story. With budget cuts looming, government buyers are more focused on getting a solid return on any investment, and marketers are under increasing pressure to prove they can provide it.

The recent budget debate and near shutdown of the federal government have had a dramatic impact on the mood in the federal marketplace, said Marc Hausman, president-CEO of Strategic Communications Group, a public relations consultancy that specializes in social media marketing. Marketers are less focused on brand and more focused on aligning marketing communications spending with sales and business development efforts.

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