We’ve taken a fresh temperature read on the state of the marketing nation, and the results are in. As we trudge into another Canadian winter, our seventh annual industry survey provides some sunshine, revealing increased budgets and growing marketing departments. Meanwhile, new tech continues to change the game, with interactive agencies growing in importance and social media inspiring increased investment.
To download the PDF summary of results as they appeared in strategy magazine, please click here. For the full results, read on.
Personal
51% Male
49% Female
I am in the following age bracket:
34% 36-45
28% 26-35
23% 46-55
9% 56+
6% Under 26
My title is closest to:
30% Marketing manager
28% VP marketing/director of marketing
16% Brand manager
6% CMO
4% President
4% Business development director
4% Communications manager
4% Ad manager
3% Brand experience director/manager
My salary is:
28% 101K-150K
21% 71K-100K
16% 51K-70K
15% 151K-200K
11% 250K+
6% 201K-250K
4% 36K-50K
0% under 35K
My brand
In the past 12 months, my brand’s image awareness has:
72% improved
22% stayed the same
4% don’t know
2% decreased
In the past 12 months my marketing budget has:
33% Stayed the same
22% increased by 6-10%
15% increased by 1-5%
8% increased by 11-15%
5% decreased by 1-5%
4% decreased by 6-10%
3% increased by 16-25
3% increased over 50%
2% increased by 26-49%
2% decreased by 11-15%
1% decreased by 16-20%
1% decreased by 36-50%
0% decreased over 50%
0% decreased by 21-35%
The number of people in my marketing department is:
49% growing in size
45% remaining the same
6% shrinking in size
0% significantly shrinking in size (by half or more)
When it comes to marketing disciplines, in the past 12 months I have spent the most money on:
61% traditional media (print, TV, radio, OOH)18% online and websites
4% DM
4% sponsorship
4% Point of Sale
2% Social media campaigns
1% PR
0% mobile
8% other (answers given include: tools, outdoor digital, loyalty rewards, unaddressed Admail, merger related communications & brand launch activities of varied tactics, customer insights & innovation, social media as well as radio, also, mobile and social media campaigns, multimedia mix)
When it comes to new marketing initiatives, in 2011 I will spend more money on:
55% social media (online communities, consumer-generated media, viral)
14% mobile
14% other
13% broadband advertising (videos, webisodes)
3% WOM
1% advergaming
0% Twitter
0% innovative tech (AR, ARGs, 3D, etc.)
In the immediate future, to reach the consumer, the priority for my brand development will be:
30% better execution of existing programs
25% more strategic partnering to effectively expand reach
18% have a social strategy
11% shopper marketing
9% better product innovation
4% more innovative research (beyond focus groups)
3% other
Are you embracing social media? (Facebook, Twitter, YouTube)
51% it’s part of my core marketing efforts
45% still testing
4% not at all
In the area of innovation, where does the majority of your focus lie?
34% customer-action related
29% connection planning/media strategy innovation
27% product innovation
10% improving process
Which partner’s support is increasingly important to your brand?
27% interactive agency
22% media agency
11% retail agency
9% PR
7% research agency
7% social media agency
6% design
6% promotional
6% direct marketing agency
The influence of marketing in the overall company is:
46% growing a tad
21% growing in leaps and bounds
32% remaining the same
0% shrinking
Work satisfaction
My level of job satisfaction is:
51% very high
34% fair
12% average
2% low
0% Very low
I would describe morale in my department as:
29% very high
29% high
23% fair
13% excellent
6% low
0% very low
I have been with this company for:
31% 3-5 years
29% 6-10 years
14% 1-2 years
13% 11-15 years
9% over 15 years
The length of my work week is (in hours):
40% 51-60 hours
39% 41-50 hours
12% 61+
6% 40
2% 24/7
The greatest stressor in my job is:
39% balancing work with family obligations
14% keeping motivated/inspired
13% delivering on ROI
10% staying current on industry trends
10% staying current on technologies
6% budgetary
8% other
The BlackBerry/iPhone:
90% friend
10% foe
The biggest attraction for me when planning a career move is:
50% opportunity for professional development
15% support of senior management for marketing department
11% chemistry with the person I report to
9% company’s reputation for innovative marketing
6% opportunity to advance quickly
9% remuneration/benefits
The factor that most influences loyalty for my company is:
33% well-managed company
21% opportunity for professional development
18% camaraderie in workplace
14% respect for personal marketing contributions
8% creativity in workplace
6% leading salary and benefits
Advertising agency relationship
I would describe the relationship with my principal creative agency as:
40% very good
30% good
19% excellent
8% so-so
2% troubled
The creative work of my principal creative agency has been:
40% the norm
37% above the norm
15% outstanding
6% below the norm
2% unimpressive
The strategic input of my principal creative agency has been:
40% average
37% above average
11% below average
9% outstanding
2% unimpressive
The account management of my principal creative agency has been:
44% above average
37% average
13% outstanding
6% below average
0% unimpressive
I am looking for more from my principal creative agency in the area of:
40% more overall strategic insight
23% better creative
17% more integration across marketing disciplines
9% better collaborate with media agency/dept.
9% more cost-effective solutions
2% more senior-level involvement
Media agency relationship
Involvement of my media agency will be increased over 2009:
60% will stay the same
37% yes
8% no
My media agency’s strategic input is:
73% as important as my principal creative agency
20% less important than my principal creative agency
7% more important than my principal creative agency
The industry
The biggest issue facing the marketing industry currently is (select one):
39% ROI pressure
30% media advertising costs
14% media fragmentation
13% accountability
10% integration
9% ad clutter
9% consumer being in control
9% not enough time to manage multi-channel, multimedia-centric programs
4% privacy
0% corporate responsibility
3% other
