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2011 MARKETING FORECAST C. Lee Smith Ad-ology Research, Westerville, Ohio
WHO IS AD-OLOGY? <ul><ul><li>Ad-ology provides research to more than 2,000 agencies, marketers and media properties. </li>...
2011 MARKETING FORECAST FROM THE PERSPECTIVE OF… CMO SMB CONSUMER
2011 MARKETING FORECAST <ul><li>What the Chief Marketing Officer Says </li></ul>
<ul><li>In January 2011, Duke University asked 421 Chief Marketing Officers for their thoughts. </li></ul><ul><li>Responde...
ABOUT 2011 MARKETING Optimistic, but now more cautiously so. WHAT THE CMO SAYS CMO Survey, February 2011, Duke University/...
ABOUT 2011 MARKETING WHAT THE CMO SAYS CMO Survey, February 2011, Duke University/AMA (n=421 CMOs)
ABOUT 2011 MARKETING WHAT THE CMO SAYS CMO Survey, February 2011, Duke University/AMA (n=421 CMOs)
<ul><li>In January 2010, we asked 363 agency clients for their thoughts. </li></ul><ul><li>Respondents must meet four (4) ...
<ul><li>Other than budget, what are your company's top five factors for selecting a new agency? </li></ul><ul><li>(out of ...
<ul><li>What are the biggest sources of frustration or aggravation with your agency/agencies? </li></ul><ul><li>(out of a ...
2011 MARKETING FORECAST <ul><li>What the Small-to-Midsize Business Owner Says </li></ul>
<ul><li>In November 2010, we asked 752 SMB owners in the United States for their thoughts. </li></ul><ul><li>Respondents m...
<ul><li>Biggest budget gainers... </li></ul><ul><ul><li>Direct Response  (24.9% will spend more) </li></ul></ul><ul><ul><l...
<ul><li>Top 5 frustrations SMBs have about the process of buying advertising from media companies... </li></ul><ul><ul><li...
<ul><li>Biggest budget gainers... </li></ul><ul><ul><li>Social Media  (39.4% will spend more in 2011) </li></ul></ul><ul><...
ABOUT SOCIAL NETWORKING IN 2011 2011 Small Business Marketing Forecast, Ad-ology Research (n=752 SMB Owners) WHAT THE SMB ...
<ul><li>51.0%  believe social media is over-hyped </li></ul><ul><li>51.1%  believe “advertising doesn’t seem to work as we...
<ul><li>Less than a third  of SMBs budget a % of sales revenue for advertising </li></ul><ul><li>87.5%  say “ salespeople ...
<ul><li>The best time of the day  to meet with advertising/marketing people or take their calls is… </li></ul><ul><li>2011...
<ul><li>The best day of the week  to meet with advertising/marketing people is… </li></ul><ul><li>2011 Small Business Mark...
2011 MARKETING FORECAST <ul><li>What the Consumer Says </li></ul>
<ul><li>In January 2011, we asked  </li></ul><ul><li>U.S. consumers about their purchase intent, lifestyles, and attitudes...
<ul><li>New car/truck  ( 18.6% , up from 16.7% in 2010)* </li></ul><ul><li>New home  ( 8.9% , up from 5.7%) </li></ul><ul>...
<ul><ul><li>1. Comfortable (62.3%) </li></ul></ul><ul><ul><li>2. Healthy (55.5%) </li></ul></ul><ul><ul><li>3. Relaxed (44...
ABOUT ADVERTISING 2011 Audience Interests+Attitudes, Ad-ology Research (N=2,226 US adults) WHAT THE CONSUMER SAYS Statemen...
Audience Interests+Attitudes, Ad-ology Research, 2010 (n=2111) US ADULTS WHO HAVE TAKEN ACTION AFTER SEEING/HEARING AN AD ...
Audience Interests+Attitudes, Ad-ology Research, 2011 (n=2,226) US ADULTS WHO HAVE TAKEN ACTION AFTER SEEING/HEARING AN AD...
Audience Interests+Attitudes, Ad-ology Research, 2010 (n=2111) What the Consumer Says US ADULTS WHO HAVE TAKEN ACTION AFTE...
Audience Interests+Attitudes, Ad-ology Research, 2011 (n=2,226) What the Consumer Says US ADULTS WHO HAVE TAKEN ACTION AFT...
Today ’s Take-aways <ul><li>Many B2C Product Marketers   plan to get aggressive. Others may not be totally sold on economi...
Today ’s Take-aways <ul><li>We’re optimistic  despite having limited budgets. </li></ul><ul><li>You can’t know what best f...
Today ’s Take-aways <ul><li>We’re spending again,  just not extravagantly. </li></ul><ul><li>Automotive and Residential Re...
FREE from Ad-ology <ul><ul><li>Ad-ology Marketing Forecast  reports on future outlooks from Ad-ology, other providers </li...
FREE from Ad-ology <ul><ul><li>Compilation of forecasts for marketing, media, and advertising </li></ul></ul><ul><ul><li>C...
ADVERTISE  SMARTER! Ad-ology Research Westerville, Ohio
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Ad-ology 2011 Marketing Forecast

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Exclusive Ad-ology Research data: 2011 Marketing Forecast, including 'What the CMO Says,' 'What the Small-to-Mid-sized Business Owner Says,' and 'What the Consumer Says.'

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Transcript of "Ad-ology 2011 Marketing Forecast"

  1. 1. 2011 MARKETING FORECAST C. Lee Smith Ad-ology Research, Westerville, Ohio
  2. 2. WHO IS AD-OLOGY? <ul><ul><li>Ad-ology provides research to more than 2,000 agencies, marketers and media properties. </li></ul></ul><ul><ul><li>We study the impact of advertising+marketing on purchase, forecast future marketing, and study ways for clients to “ advertise smarter .” </li></ul></ul><ul><ul><li>Launched in 2005. Parent company founded in 1989 in Columbus, Ohio. </li></ul></ul><ul><ul><li>One of five Research Partners for 2010 AAF National Student Ad Competition. </li></ul></ul>
  3. 3. 2011 MARKETING FORECAST FROM THE PERSPECTIVE OF… CMO SMB CONSUMER
  4. 4. 2011 MARKETING FORECAST <ul><li>What the Chief Marketing Officer Says </li></ul>
  5. 5. <ul><li>In January 2011, Duke University asked 421 Chief Marketing Officers for their thoughts. </li></ul><ul><li>Respondents must meet two (2) criteria: </li></ul><ul><ul><li>Title: CMO, Director level or above </li></ul></ul><ul><ul><li>Companies in Forbes Top 1000, CMO Club or AMA Members </li></ul></ul>ABOUT 2011 MARKETING WHAT THE CMO SAYS
  6. 6. ABOUT 2011 MARKETING Optimistic, but now more cautiously so. WHAT THE CMO SAYS CMO Survey, February 2011, Duke University/AMA (n=421 CMOs)
  7. 7. ABOUT 2011 MARKETING WHAT THE CMO SAYS CMO Survey, February 2011, Duke University/AMA (n=421 CMOs)
  8. 8. ABOUT 2011 MARKETING WHAT THE CMO SAYS CMO Survey, February 2011, Duke University/AMA (n=421 CMOs)
  9. 9. <ul><li>In January 2010, we asked 363 agency clients for their thoughts. </li></ul><ul><li>Respondents must meet four (4) criteria: </li></ul><ul><ul><li>Title: CMO, VP/Director of Marketing, CEO </li></ul></ul><ul><ul><li>Companies over $2 million in sales </li></ul></ul><ul><ul><li>Must employ at least 1 outside agency </li></ul></ul><ul><ul><li>Must be primary decision maker or one of the primary decision makers </li></ul></ul>Results featured in ADWEEK several other national trade publications ABOUT AD AGENCIES WHAT THE CMO SAYS
  10. 10. <ul><li>Other than budget, what are your company's top five factors for selecting a new agency? </li></ul><ul><li>(out of a list of 15 factors) </li></ul><ul><ul><li>Quality of previous work (54%) </li></ul></ul><ul><ul><li>Creative capabilities (54%) </li></ul></ul><ul><ul><li>Industry experience (46%) </li></ul></ul><ul><ul><li>Responsiveness (44%) </li></ul></ul><ul><ul><li>Do they understand our customers? (43%) </li></ul></ul><ul><li>Attitudes on Advertising Agencies, January 2010, Ad-ology Research (n=363 CMOs) </li></ul>ABOUT AD AGENCIES WHAT THE CMO SAYS
  11. 11. <ul><li>What are the biggest sources of frustration or aggravation with your agency/agencies? </li></ul><ul><li>(out of a list of 15 factors) </li></ul><ul><li>The top four by far are: </li></ul><ul><ul><li>Poor communication (38%) </li></ul></ul><ul><ul><li>More reactive than proactive (37%) </li></ul></ul><ul><ul><li>Lack of understanding of our company's business or industry (37%) </li></ul></ul><ul><ul><li>Lack of strategic thinking (31%) </li></ul></ul><ul><li>Attitudes on Advertising Agencies, January 2010, Ad-ology Research (n=363 CMOs) </li></ul>ABOUT AD AGENCIES WHAT THE CMO SAYS
  12. 12. 2011 MARKETING FORECAST <ul><li>What the Small-to-Midsize Business Owner Says </li></ul>
  13. 13. <ul><li>In November 2010, we asked 752 SMB owners in the United States for their thoughts. </li></ul><ul><li>Respondents must meet three (3) criteria: </li></ul><ul><li>Title: CEO, Owner, VP of Marketing/Sales </li></ul><ul><li>Companies less than 100 employees </li></ul><ul><li>Must be primary decision maker or one of the primary decision makers </li></ul>ABOUT MARKETING IN 2011 Results featured in USA TODAY, Inc. Magazine, Others WHAT THE SMB SAYS
  14. 14.
  15. 15. <ul><li>Biggest budget gainers... </li></ul><ul><ul><li>Direct Response (24.9% will spend more) </li></ul></ul><ul><ul><li>Newspapers: Daily/Sunday (19.2%) </li></ul></ul><ul><ul><li>Newspapers: Weekly/Suburban (18.7%) </li></ul></ul><ul><ul><li>Local Television (17.0%) </li></ul></ul><ul><ul><li>Trade Publications (16.5%) </li></ul></ul><ul><li>Not in the Top 5 Gainers: Cable TV, Yellow Pages, Radio, City/State Magazines, Out-of-Home, Coupon Books, Cinema Advertising. </li></ul><ul><li>Source: 2011 Small Business Marketing Forecast, Ad-ology Research (n=752 SMB Owners) </li></ul>ABOUT TRADITIONAL MEDIA SPENDING IN 2011 WHAT THE SMB SAYS
  16. 16. <ul><li>Top 5 frustrations SMBs have about the process of buying advertising from media companies... </li></ul><ul><ul><li>Rate increases without justification or audience increases (54.0%, up from 51% in 2010) </li></ul></ul><ul><ul><li>Not having enough budget to buy what works best (45.4%) </li></ul></ul><ul><ul><li>Getting ad proposals that are not relevant to your business (44.5%, up from 37%) </li></ul></ul><ul><ul><li>Being able to justify cost/measure success (41.6%, up from 35% in 2010) </li></ul></ul><ul><ul><li>Ratings/Research that is confusing, outdated or misleading (39.4%, up from 31%) </li></ul></ul><ul><li>2011 Small Business Marketing Forecast, Ad-ology Research (n=752 SMB Owners) </li></ul>ABOUT BUYING ADVERTISING IN 2011 WHAT THE SMB SAYS
  17. 17. <ul><li>Biggest budget gainers... </li></ul><ul><ul><li>Social Media (39.4% will spend more in 2011) </li></ul></ul><ul><ul><li>Email Marketing (33.8%) </li></ul></ul><ul><ul><li>Online Display Advertising (27.3%) </li></ul></ul><ul><ul><li>Search Engine Advertising (24.6%) </li></ul></ul><ul><ul><li>Daily Deals (20.9%) </li></ul></ul><ul><ul><li>Mobile Apps or Advertising (20.9%) </li></ul></ul><ul><li>Not in the Top 5 Gainers: Blogging, Ecommerce, Online Video, Podcasting </li></ul><ul><li>2011 Small Business Marketing Forecast, Ad-ology Research (n=752 SMB Owners) </li></ul>ABOUT DIGITAL MEDIA SPENDING IN 2011 WHAT THE SMB SAYS
  18. 18. ABOUT SOCIAL NETWORKING IN 2011 2011 Small Business Marketing Forecast, Ad-ology Research (n=752 SMB Owners) WHAT THE SMB SAYS
  19. 19. <ul><li>51.0% believe social media is over-hyped </li></ul><ul><li>51.1% believe “advertising doesn’t seem to work as well as it used to” </li></ul><ul><li>37.8% DISAGREE that daily deals are a good way to develop new, long-term customers </li></ul><ul><li>83.4% believe their “company must be one of the first 2-3 that come in mind…” </li></ul><ul><li>88.6% believe “targeting customers by what they think, feel and value is more effective than by demographic” </li></ul><ul><li>2011 Small Business Marketing Forecast, Ad-ology Research (n=752 SMB Owners) </li></ul>ABOUT MARKETING IN 2011 WHAT THE SMB SAYS
  20. 20. <ul><li>Less than a third of SMBs budget a % of sales revenue for advertising </li></ul><ul><li>87.5% say “ salespeople talk too much about how great their products are instead of what they can do for me. ” </li></ul><ul><li>76.5% answer business email or use the Internet “late at night for business purposes” </li></ul><ul><li>39.9% attended a networking event outside the office in past 12 months </li></ul><ul><li>Lunch is still the best meal to conduct business over ( 69.3% , second is breakfast at 12.0%) </li></ul><ul><li>2011 Small Business Marketing Forecast, Ad-ology Research (n=752 SMB Owners) </li></ul>ABOUT WORKING WITH YOU IN 2011 WHAT THE SMB SAYS
  21. 21. <ul><li>The best time of the day to meet with advertising/marketing people or take their calls is… </li></ul><ul><li>2011 Small Business Marketing Forecast, Ad-ology Research (n=752 SMB Owners) </li></ul>ABOUT WORKING WITH YOU IN 2011 WHAT THE SMB SAYS
  22. 22. <ul><li>The best day of the week to meet with advertising/marketing people is… </li></ul><ul><li>2011 Small Business Marketing Forecast, Ad-ology Research (n=752 SMB Owners) </li></ul>ABOUT WORKING WITH YOU IN 2011 WHAT THE SMB SAYS
  23. 23. 2011 MARKETING FORECAST <ul><li>What the Consumer Says </li></ul>
  24. 24. <ul><li>In January 2011, we asked </li></ul><ul><li>U.S. consumers about their purchase intent, lifestyles, and attitudes on advertising. </li></ul><ul><li>Sample size was 2,226 US Adults </li></ul><ul><li>Nationally representative </li></ul><ul><li>Margin of error: +/- 2.2% </li></ul><ul><li>Results reported by 500+ different advertising/media audiences </li></ul>Here are a few of the highlights from this study for the general US population... ABOUT THEIR PLANS FOR 2011 WHAT THE CONSUMER SAYS
  25. 25. <ul><li>New car/truck ( 18.6% , up from 16.7% in 2010)* </li></ul><ul><li>New home ( 8.9% , up from 5.7%) </li></ul><ul><li>New bed or mattress ( 19.0% , up from 14.8%) </li></ul><ul><li>Diet/Weight Loss Program ( 9.7% , up from 6.3%) </li></ul><ul><li>LASIK procedure ( 4.8% , up from 2.6%)* </li></ul><ul><li>Vacation inside the US ( 52.8% , down from 54.7%)* </li></ul><ul><li>New jewelry or a watch ( 19.1% , down from 23.8%) </li></ul><ul><li>*within margin of error +/- 2.2%. </li></ul><ul><li>2011 Audience Interests+Attitudes, Ad-ology Research (N=2,226 US adults) </li></ul>Here are a few of the intended purchase plans for the general US population... ABOUT THEIR PLANS FOR 2011 WHAT THE CONSUMER SAYS
  26. 26. <ul><ul><li>1. Comfortable (62.3%) </li></ul></ul><ul><ul><li>2. Healthy (55.5%) </li></ul></ul><ul><ul><li>3. Relaxed (44.6%) </li></ul></ul><ul><ul><li>4. Safe and Secure (36.6%) </li></ul></ul><ul><ul><li>5. Productive (33.3%) </li></ul></ul><ul><ul><li>6. Fun (31.6%) </li></ul></ul><ul><ul><li>7. Successful (30.9%) </li></ul></ul><ul><ul><li>8. Attractive (30.3%) </li></ul></ul><ul><ul><li>9. Intelligent (28.3%) </li></ul></ul><ul><ul><li>10. In control (27.4%) </li></ul></ul><ul><li>Chosen from a list of 30 emotions. </li></ul><ul><li>2011 Audience Interests+Attitudes, Ad-ology Research (N=2,226 US adults) </li></ul>In the next 12 months, I want to buy products/services that make me feel… ABOUT THEIR PLANS FOR 2011 WHAT THE CONSUMER SAYS
  27. 27. ABOUT ADVERTISING 2011 Audience Interests+Attitudes, Ad-ology Research (N=2,226 US adults) WHAT THE CONSUMER SAYS Statement Agree Disagree Whenever I see/hear a local business advertising frequently, they must be doing well 58.6% 41.4% Whenever a local business that used to advertise heavily suddenly stops, they must be hurting 50.0% 50.0% Stores that advertise are typically better than those who do not advertise 38.2% 61.8% I am willing to sacrifice some privacy to get ads that are relevant to me 32.6% 67.4% Advertising only drives up the cost of prescription drugs 63.2% 36.8% Advertising is not as creative as it used to be 47.6% 52.4%
  28. 28. Audience Interests+Attitudes, Ad-ology Research, 2010 (n=2111) US ADULTS WHO HAVE TAKEN ACTION AFTER SEEING/HEARING AN AD (ALL-TIME) 2010 WHAT THE CONSUMER SAYS
  29. 29. Audience Interests+Attitudes, Ad-ology Research, 2011 (n=2,226) US ADULTS WHO HAVE TAKEN ACTION AFTER SEEING/HEARING AN AD (ALL-TIME) 2011 WHAT THE CONSUMER SAYS
  30. 30. Audience Interests+Attitudes, Ad-ology Research, 2010 (n=2111) What the Consumer Says US ADULTS WHO HAVE TAKEN ACTION AFTER SEEING/HEARING AN AD (PAST 30 DAYS) 2010
  31. 31. Audience Interests+Attitudes, Ad-ology Research, 2011 (n=2,226) What the Consumer Says US ADULTS WHO HAVE TAKEN ACTION AFTER SEEING/HEARING AN AD (PAST 30 DAYS) 2011
  32. 32. Today ’s Take-aways <ul><li>Many B2C Product Marketers plan to get aggressive. Others may not be totally sold on economic recovery. </li></ul><ul><li>Traditional advertising budgets should be increased for the first time in years. </li></ul><ul><li>Digital marketing budgets continue double-digit growth. </li></ul><ul><li>Interest in social media is growing steadily. </li></ul><ul><li>Brand building is back! </li></ul><ul><li>Agency clients say they ’re frustrated with reactivity, lack of insight and strategic thinking. </li></ul>WHAT THE CMO SAYS…
  33. 33. Today ’s Take-aways <ul><li>We’re optimistic despite having limited budgets. </li></ul><ul><li>You can’t know what best for our business until you KNOW our business and our customers. </li></ul><ul><li>We want to be better at targeting our best prospects – including psychographics. </li></ul><ul><li>We’re ready to try new things like mobile, video, social, check-ins, and daily deals. </li></ul><ul><li>We dislike outdated, biased or misleading research from media companies. </li></ul><ul><li>Don’ t ease into the week or quit at 5. Email at night, call on Mondays (maybe even the weekends). </li></ul>WHAT THE SMB SAYS…
  34. 34. Today ’s Take-aways <ul><li>We’re spending again, just not extravagantly. </li></ul><ul><li>Automotive and Residential Real Estate are poised to pick up in 2011. </li></ul><ul><li>Advertising can still be very effective in leading people to call, click, search, visit a business or influencing purchase. </li></ul><ul><li>Cutting back on advertising is bad as it sends a message of uncertainty. </li></ul><ul><li>Noticeably increasing advertising is good as it sends a message of strength. </li></ul><ul><li>Internet Display, Email now causes customers to take action more than some traditional media. </li></ul>WHAT THE CONSUMER SAYS…
  35. 35. FREE from Ad-ology <ul><ul><li>Ad-ology Marketing Forecast reports on future outlooks from Ad-ology, other providers </li></ul></ul><ul><ul><li>Advertising Smarter focuses on tips, advice for local advertisers </li></ul></ul><ul><ul><li>Available on iTunes, YouTube, Ad-ology.com </li></ul></ul><ul><ul><li>Our Monthly video briefings </li></ul></ul>
  36. 36. FREE from Ad-ology <ul><ul><li>Compilation of forecasts for marketing, media, and advertising </li></ul></ul><ul><ul><li>Current industry news, tweets </li></ul></ul><ul><ul><li>Latest from our blog MarketingForecast.com </li></ul></ul><ul><ul><li>Available for iPhone, Android, BlackBerry </li></ul></ul><ul><ul><li>Marketing Forecast smartphone app </li></ul></ul>
  37. 37. ADVERTISE SMARTER! Ad-ology Research Westerville, Ohio
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