The research also showed that marketers in client companies are under more pressure to prove that their campaigns are successful, with eight out of 10 saying that they feel their businesses are more focused on return on investment than a year ago.
The research has been published by Billetts, which specialises in media audits, ahead of an event the company is hosting this Friday looking at how marketers can prepare themselves for the forthcoming recovery.
Nick Manning, chief operating officer of Ebiquity and Billetts, said: "The current economic climate is over-shadowing the bigger long-term issue for brand owners, which is the effect of digital platforms on consumers' use of media, and how to optimise the balance of established and new channels.
"This affects advertising but it also influences clients' choices in sponsorship, promotions and even PR. One of the big issues for brand owners is not just what you say about yourselves, but what people say about you, and understanding how to measure the effects of both on your brand performance.
"As we move into the recovery, these questions will replace the shorter-term focus on pure media efficiency."
The keynote address at this Friday's event, held in London, is being given by Chris Boardman, the Olympic cyclist and founder of Boardman Bikes.
Other speakers include Andrew Marsden former marketing director at Britvic and KP Foods and president of the Marketing Society; Tim Orton, director of marketing and planning at Specsavers; Jaspal Chada, marketing director of Jammie Dodgers brand owner Burton Foods; and Colin Cook, marketing director for Army Recruitment.
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