2009 marketer survey

The marketers have spoken, and the results of strategy’s sixth annual industry survey are in. While some may be feeling a little trampled on after this year, it’s clearly an exciting time as focus shifts to new media, new technology and new ways of going about this business.

The marketers have spoken, and the results of strategy’s sixth annual industry survey are in. While some may be feeling a little trampled on after this year, it’s clearly an exciting time as focus shifts to new media, new technology and new ways of going about this business.

To download the PDF summary of results as they appeared in strategy magazine, please click here. For the full results, read on.

2009 Marketer Survey – full results

Personal

1. I am:
Male… 47%
Female… 53%

2. I am in the following age bracket:
Under 26…6%
26-35…35%
36-45…43%
46-55…14%
56+…2%

3. My title is closest to:
President…5%
CMO…4%
VP marketing/director of marketing…25%
Chief innovation officer…1%
Brand experience director/manager…8%
Business development director…7%
Communications manager…5%
Marketing manager…30%
Brand manager…11%
Ad manager…4%

4. My salary is
under 30K…1%
31K-50K…7%
51K-70K…13%
71K-100K…20%
101K-150K…28%
151K-200K…12%
201K-250K…8%
250K+…11%

 

My brand

5. In the past 12 months, my brand’s image awareness has:
Improved…68%
Stayed the same…26%
Decreased…3%
Don’t know…3%

6. In the past 12 months my marketing budget has:
Increased by 1-5%…11%
Increased by 6-10%…10%
Increased by 11-15%…5%
Increased by 16-19%…3%
Increased by 20-49%…7%
Increased over 50%…2%
Stayed the same…28%
Decreased by 1-5%…10%
Decreased by 6-10%…10%
Decreased by 11-15%…4%
Decreased by 16-20%…5%
Decreased by 21-30%…1%
Decreased by 31-40%…1%
Decreased by 41-50%…1%
Decreased over 50%…3%

7. The number of people in my marketing department is:
Growing in size…30%
Remaining the same…55%
Shrinking in size…15%
Significantly shrinking in size (by half or more)…0%

8. When it comes to marketing disciplines, in the past 12 months I have spent the most money on (please rank the order):
Traditional media (print, TV, radio, OOH)…67%
Online and websites …15%
Mobile (SMS, podvertising)…0%
DM…1%
Sponsorship…5%
Point of Sale…6%
PR…4%
Social media campaigns…1%
Other…1%

9. When it comes to new marketing initiatives, in 2010 I will spend more money on:
Broadband advertising (videos, webisodes)…21%
Mobile (SMS, podvertising)…5%
Social media (online communities, consumer-generated media, viral)…54%
Advergaming…1%
Twitter…4%
WOM…3%
Innovative tech (AR, ARGs, 3D, etc.)…3%
Other…3%

10. In the immediate future, to reach the consumer, the priority for my brand’s development will be:
More strategic partnering to effectively expand reach…22%
Build a better retail environment…16%
Have a social strategy…17%
Better product innovation…18%
Better execution of existing programs…23%
More innovative research (beyond focus groups)…3%
Other…1%

11. Are you embracing social media (Facebook, MySpace, YouTube, Twitter)?
It’s part of my core marketing efforts…32%
It’s become a dominant aspect of my overall marketing…16%
Still testing…43%
Not at all…9%

12. In the area of innovation, where does the majority of your focus lie?
Product innovation…39%
Improving process…12%
Customer-action related…30%
Connection planning/media strategy innovation…19%

13. Which partner’s support is increasingly important to your brand?
Retail agency…12%
Design…8%
Promotional…11%
PR…13%
Media agency…16%
Interactive agency…15%
Direct marketing agency…6%
Research agency…9%
Social media agency…9%

14. The influence of marketing in the overall company is:
Growing a tad…32%
Growing in leaps and bounds…31%
Remaining the same…32%
Shrinking…5%

 

Work satisfaction

15. My level of job satisfaction is:
Very high…42%
Fair…40%
Average…13%
Low…3%
Very low…2%

16. I would describe morale in my department as:
Excellent…11%
Very high…21%
High…36%
Fair…27%
Low…4%
Very low…1%

17. I have been with this company for:
1-2 years…26%
3-5 years…33%
6-10 years…22%
11-15 years…9%
Over 15 years…10%

18. The length of my work week is (in hours):
40…13%
41-50 hours…42%
51-60 hours…31%
61+…11%
24/7…3%

19. The greatest stressor in my job is:
Balancing work with family obligations…43%
Staying current on industry trends…12%
Staying current on technologies…5%
Keeping motivated/inspired…9%
Delivering on ROI…17%
Budgetary…5%
Other…8%

20. The Blackberry/iPhone:
Friend…86%
Foe…14%

21. The biggest attraction for me when planning a career move is:
Opportunity for professional development…51%
Chemistry with the person I report to…14%
Support of senior management for marketing department…11%
Company’s reputation for innovative marketing…13%
Opportunity to advance quickly…5%
Remuneration/benefits …6%

22. The factor that most influences loyalty for my company is:
Well-managed company…38%
Camaraderie in workplace…17%
Respect for personal marketing contributions…11%
Creativity in workplace…8%
Leading salary and benefits…5%
Opportunity for professional development…21%

 

Advertising agency relationship

23. I would describe the relationship with my principal creative agency as:
Excellent…19%
Very good…36%
Good…36%
So-So…7%
Troubled…2%

24. The creative work of my principal creative agency has been:
Outstanding…13%
Above the norm…46%
The norm…34%
Below the norm…5%
Unimpressive…2%

25. The strategic input of my principal creative agency has been:
Outstanding…8%
Above average…40%
Average…41%
Below average…7%
Unimpressive…4%

26. The account management of my principal creative agency has been:
Outstanding…13%
Above average…39%
Average…42%
Below average…4%
Unimpressive…2%

27. I am looking for more from my principal creative agency in the area of:
Better creative…23%
More senior-level involvement…9%
More overall strategic insight…34%
More integration across marketing disciplines…23%
Better collaborate with media agency/dept. …11%

 

Media agency relationship

28. Involvement of my media agency will:
Increase…40%
Decrease…20%
Will stay the same…40%

29. My media agency’s strategic input is:
As important as my principal creative agency…64%
More important than my principal creative agency…9%
Less important than my principal creative agency…27%

The industry

30. The biggest issue facing the marketing industry currently is (select one):
ROI pressure…34%
Integration…8%
Media advertising costs…4%
Ad clutter…8%
Media fragmentation…16%
Accountability…2%
Consumer being in control…11%
Privacy…2%
Corporate responsibility…4%
Not enough time to manage multi-channel, multimedia-centric programs…9%
Other…2%