When you work in marketing that whole money thing is often the elephant in the room.
Before we had online marketing and analytics tools, it was difficult to accurately measure the return on investment (ROI) gained from spending money on a marketing activity.
Even now, marketeers often don’t have the time (or the wherewithal) to gather the measurements needed to justify costs. And, without a measurable ROI, marketing is seen as an expensive drain on resources. A marketing team or budget are often the first to be hacked away in tough times.
To me, culling projects in an attempt to reduce the cost of marketing seems like a bum move.