2011 marketer survey results

For the full results of strategy's annual marketer survey, read on.
marketersurvey

View the PDF version of our 2011 marketer survey here, or read on for the text version.

Vital stats

I am:
63% Female
37% Male

I am in the following age bracket:
35% 26-35
33% 36-45
18% Under 26
11% 46-55
2% 56+

My title is closest to:
29% Marketing manager
18% Brand manager
15% VP marketing/director of marketing
13% Marketing assistant
9% Communications manager
5% Ad manager
5% President
2% CMO
3% Business development director

My salary is:
31% 71K-100K
23% 51K-70K
18% 101K-150K
9% 36K-50K
9% 151K-200K
5% 250K+
4% 201K-250K
1% under 35K

My career

In the past year, my salary/compensation (including bonuses) has:

47% Increased less than 20%
30% Stayed the same
20% Increased 20% or more
2% Decreased

My level of job satisfaction is:
50% High
48% Average
2% Low

The length of my work week is:
51% 41-50 hours
34% 51-60 hours
8% 40 hours or less
6% 61+ hours
1% 24/7

The greatest stressor in my job is:
42% Balancing work with family obligations
14% Keeping motivated/inspired
14% Delivering on ROI
12% Staying current on industry trends
7% Staying current on technologies
6% Budgetary
5% Other (our favourite write-in answer: “Answering the 150+ emails I receive every day.”)

The biggest attraction for me when planning a career move is:
56% Opportunity for professional development
10% Chemistry with the people I will work with
9% Support of senior management for marketing department
9% Remuneration/benefits
11% Company’s reputation for innovative marketing
5% Opportunity to advance quickly

My brand

In the past 12 months my marketing budget has:
36% Stayed the same
18% Increased by 6-10%
15% Increased by over 10%
14% Increased by 1-5%
8% Decreased by 1-5%
6% Decreased by over 10%
4% Decreased by 6-10%

In the past year, my marketing department has:
52% Grown in size
39% Remained the same
8% Shrunk in size

In the immediate future, to reach the consumer, the priority for my brand development will be:
28% More strategic partnering to effectively expand reach (icon: handshake)
18% Media innovation/earned media (icon: newspaper)
18% Have a social strategy (icon: mouth)
11% Shopper marketing (icon: shopping bag)
11% Better product innovation (icon: lightbulb)
6% More innovative research (icon: question mark)

When it comes to increasing marketing focus, in 2012 we will spend more money on:
41% Social media
12% Broadband advertising (videos, webisodes)
10% Mobile
8% Shopper marketing
8% Content
8% Other
5% PR
4% Innovative tech (AR, ARGs, 3D, etc.)
1% Gaming/gamification

My agencies

Other than your creative agency, which partner’s support is increasingly important to your brand?
30% Media agency
21% Digital agency
8% Research agency
8% Social media agency
8% PR
7% Promotional
6% Retail agency
5% Design
4% Direct marketing agency

Last year’s top three:
27% interactive agency
22% media agency
11% retail agency

I would describe the relationship with my principal creative agency (including its creative and strategic input) as:
45% Very good
45% Good
8% Average
2% Troubled

I am looking for more from my principal creative agency in the area of:
37% More strategic insight
19% Better creative
18% More integration across marketing disciplines
12% Better collaborate with media agency/dept.
11% More cost-effective solutions
3% More senior-level involvement

In 2012, involvement of my media agency will:
34% Increase
62% Stay the same
4% Decrease

My media agency’s strategic input is:
9% More important than my principal creative agency
76% As important as my principal creative agency
15% Less important than my principal creative agency

The biggest issue facing the marketing industry currently is:
37% ROI pressure
18% Not enough time to manage multi-channel, multimedia-centric programs
12% Integration
10% Marcom breaking through
9% Media fragmentation/costs
9% Developing analytics for new types of marcom
3% Corporate responsibility
2% Other

Jump to:

The rise of shopper marketing

Social media reigns

Mobilizing mobile

Last year’s top ad spenders