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CMO Trends 2009 by Michael Leander

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Are CMO's feeling the current economic climate? Are budgets dropping and why? Do CMO's feel that their companies' marketing strategy is focused on brand building at the expense of other initiatives …

Are CMO's feeling the current economic climate? Are budgets dropping and why? Do CMO's feel that their companies' marketing strategy is focused on brand building at the expense of other initiatives with more demonstrable ROI (ROMI)? Do marketing executives experience a need for increased focus on furthering the education of their marketing teams?

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    • 1. CMO Trends 2009 A survey about Chief Marketing Officer’s Trends
    • 2. About the survey The survey was conducted by Michael Leander Nielsen from Q4-2008 to January 2009 More than 432 CMO’s completed the survey Please note that this survey provides indications and is not necessarily representative for your region
    • 3. Survey objectives Identify key marketing instrumentation trends as Chief Marketing Officer’s (CMO) see them Uncover how the economic situation affects marketing budgets Identify the preferred marketing metrics of C-level marketing executives Identify the need for continued education in marketing departments (c) Michael Leander Nielsen, 2009
    • 4. Survey sponsor (c) Michael Leander Nielsen, 2009 MARKEDU - Marketing education & inspiration www.markedu.com
    • 5. Official blog (c) Michael Leander Nielsen, 2009 Meemoo2 Marketer - http://meemoo2.com
    • 6. Part 1 About the survey respondents (c) Michael Leander Nielsen, 2009
    • 7. More than half reside in Europe, 16% in North America and 8% in Asia-Pacific (c) Michael Leander Nielsen, 2009
    • 8. 96% are directly involved in strategical marketing decisions (c) Michael Leander Nielsen, 2009
    • 9. Nearly 50% are CMO’s (c) Michael Leander Nielsen, 2009 Title % CMO’s 46,45% CEO 12,80% Business development 9,48% Brand manager 6,16% CSO 5,21%
    • 10. In which of the following areas are you involved with the decision making about strategic direction, investments and/or results? (3 answers max) (c) Michael Leander Nielsen, 2009 CHALLENGE Managing a highly diversified set of instruments # Area Percentage 1 Marketing strategy 87,20% 2 Branding 72,51% 3 Email marketing 71,56% 4 Website/webproperties 67,77% 5 Internet media 65,40% 6 Direct marketing 61,61% 7 CRM/database 52,61% 8 Customer experience 47,39% 9 Outdoor 37,44% 10 TV/Radio adverts 31,28%
    • 11. What is your company's global annual marketing/advertising budget in Euro? (c) Michael Leander Nielsen, 2009
    • 12. Part 2 Is the current economic climate affecting marketing budgets? (c) Michael Leander Nielsen, 2009
    • 13. I expect my company’s marketing budget in 2009 to be... (c) Michael Leander Nielsen, 2009
    • 14. Which of the following describe the reasons for impending or past cuts in your company’s marketing budget? (c) Michael Leander Nielsen, 2009 Companywide expense cuts have been allocated in roughly equal proportion across all departments/functions, including marketing 35.08% Lack of appreciation of marketing effectiveness by CEO or other top management 26.70% Marketing programs are not given sufficient time to demonstrate ROI 17.80% Funds for brand-building and other marketing programs with less demonstrable ROI are being reallocated to sales promotions and other programs with more direct bottom-line impact 16.23% Specific marketing programs have not met objectives and are being eliminated, though successful programs remain fully funded 15.18% General inability of marketing to demonstrate ROI 14.66% Overall marketing effectiveness has not met objectives 7,85%
    • 15. Take away – ROMI (Return on Marketing Investment)
      • Have you ensured that your marketing programs are measurable?
      • Have you defined your critical few marketing objectives?
      • Have you discussed your marketing objectives with top management?
      • Have you discussed your marketing objectives with sales management?
      • Are marketing activities closely tied to sales activities?
      (c) Michael Leander Nielsen, 2009
    • 16. Part 3 Question 1: Which media are most important to your company’s marketing objectives today? Select up to three. Question 2: In 12 months’ time, which mediums do you think will be most important to your company’s marketing objectives? Select up to three. (c) Michael Leander Nielsen, 2009
    • 17. Summary of part 3
      • Email marketing and conferences/events are by far the most important instruments to meet CMO objectives for 2009 with conferences/events seeing the highest growth from 2008 to 2009
      • Use of direct mail and advertising in print magazines are seeing the largest decline from 2008 to 2009
      • Use of online portals/content sites will enjoy the highest growth rates from 2008 to 2009
      • Use of search engine marketing and video sites only growing modestly
      (c) Michael Leander Nielsen, 2009
    • 18. CMO Trends 2009 - results Which media are most important to your company’s marketing objectives today and in 12 months time? Select up to three
    • 19. (c) Michael Leander Nielsen, 2009 Which media are most important to your company’s marketing objectives today and in 12 months time? Select up to three Medium 2008 2009 Difference Email newsletters 42,86% 43,45% 0,59% Conferences/events 38,92% 40,39% 1,47% Direct mail 28,57% 19,21% -9,36% Social networks 27,09% 28,57% 1,48% Consumer/business magazines 23,15% 15,76% -7,39% Search engines 23,15% 25,12% 1,97% Online content sites/portals 21,29% 32,51% 11,22% Trade magazines 16,26% 12,32% -3,94% Television 15,27% 14,29% -0,98% Online portals 13,79% 11,82% -1,97% Outdoor advertising 8,37% 6,40% -1,97% Newspapers 7,39% 6,90% -0,49% Webinars 6,90% 7,88% 0,98% Mobile marketing 4,43% 6,40% 1,97% Radio 3,95% 3,45% -0,50% Online video sites 2,96% 4,43% 1,47% Telemarketing 1,48% 1,48% 0,00%
    • 20. Part 4 Which objectives are important to CMO’s? . (c) Michael Leander Nielsen, 2009
    • 21. How important are the following objectives of your company’s marketing campaigns? (c) Michael Leander Nielsen, 2009 Very important Important Neutral Not important Un-important Brand-building/ brand-awareness 51.0% 34.5% 7.5% 5.0% 1.5% Customer acquisition 67.0% 23.0% 7.0% 1.5% 0.5% Lead generation 44.5% 34.5% 13.5% 3.5% 1.5% Cross-selling/up-selling 23.0% 38.5% 23.0% 7.0% 5.0% Customer retention 50.0% 29.5% 16.0% 3.5% 1.0%
    • 22. Let’s talk about that for a moment
    • 23. How important are the following objectives of your company’s marketing campaigns? (c) Michael Leander Nielsen, 2009 Very important Important Neutral Not important Un-important Brand-building/ brand-awareness 51.0% 34.5% 7.5% 5.0% 1.5% Customer acquisition 67.0% 23.0% 7.0% 1.5% 0.5% Lead generation 44.5% 34.5% 13.5% 3.5% 1.5% Cross-selling/up-selling 23.0% 38.5% 23.0% 7.0% 5.0% Customer retention 50.0% 29.5% 16.0% 3.5% 1.0%
    • 24. Take away (Michael Leander)
      • Selling to an existing customers is not only easier, but also cheaper than acquiring a new customer
      • Delivering excellent customer experiences can initiate recommendation if you deserve it AND if you ask for it
      • Utilizing your marketing investments with the best possible mix between acquisition and retention is crucial
      • Read a book or talk to an expert about customer lifetime value and customer lifecycle marketing automation
      (c) Michael Leander Nielsen, 2009
    • 25. Part 5 How do CMO’s measure ROI (or Return on Marketing Investment)? (c) Michael Leander Nielsen, 2009
    • 26. How important to your company are these measures of ROI for media campaigns? (c) Michael Leander Nielsen, 2009 Very Important Important Neutral Less important Un-important Response/ conversion rates 38.5% 42.5% 11.0% 2.0% 2.0% Cost per response 26.0% 34.5% 26.0% 5.5% 2.0% Sales/revenue data 39.0% 35.0% 17.0% 2.0% 2.5% Cost per sale data 27.5% 32.0% 25.0% 8.0% 1.5% Customer/ consumer brand-awareness surveys 27.5% 29.0% 20.5% 12.5% 4.5%
    • 27. Take away: Defining your marketing-sales funnel is crucial Branding/ Awareness Email signup Profiled Signup Trial signup Trial buy Purchase Banner Video Blogs Email
      • Measure conversions
      • Monitor successes
      Affiliates CPO = £$€ ? CPI = £$€ ?
    • 28. “ Far too many marketers are busy deciding the color of the Ferrari – when they should be busy checking the motor” Michael Leander (c) Michael Leander Nielsen, 2009
    • 29. Part 6 Focus on brand building at the expense of direct marketing? Is there a need for more education of marketing team members? (c) Michael Leander Nielsen, 2009
    • 30. "My company’s marketing strategy is focused on brand-building at the expense of other initiatives with more demonstrable ROI. " (c) Michael Leander Nielsen, 2009
    • 31. "Due to the apparent economic decline, my company’s marketing strategy will focus more on direct marketing in 2009 than it did in 2008" (c) Michael Leander Nielsen, 2009
    • 32. Our marketing staff need education in the field of direct marketing and interactive marketing in order to be able to effectively deliver tangible results in these areas? (c) Michael Leander Nielsen, 2009
    • 33. Closing remarks www.markedu.com (c) Michael Leander Nielsen, 2009
    • 34. What do you want to achieve? (c) Michael Leander Nielsen, 2009 Attract 2000 newsletter subscribers Get 5000 people to talk about my product 1500 profiles in my ”customer fan club” Get in touch with top 25 prospects Get 100.000 people to talk about my brand
    • 35. 1. Are you extrovert – customer driven? 2. Are your marketing results visible internally? 3. Have you defined a set of critical few marketing objectives? 4. Are you positive that you are creating a good to great customer experience in every single touchpoint? 5. Are you listening to your customers? 6. Do you have a great agency relationship with a set of well defined objectives? 7. Are you making sure that your staff are continually educated to meet new challenges ? (c) Michael Leander Nielsen, 2009
    • 36. Web-seminars about marketing
      • Check upcoming events at www.markedu.com
      (c) Michael Leander Nielsen, 2009
    • 37. “ If you can find a path with no obstacles, it probably doesn't lead anywhere. ” Frank A. Clark (c) Michael Leander Nielsen, 2009
    • 38. Thank you for your interest Go to http://meemoo2.com for more insights about marketing and branding (c) Michael Leander Nielsen, 2009

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