CMO Survey Results (Forbes Insights)

1,453 views
1,336 views

Published on

Published in: Business, News & Politics

CMO Survey Results (Forbes Insights)

  1. 1. The Role of the CMO: Marketing Strategies for 2010 November 2009
  2. 2. About the Survey The survey was fielded between October 13, 2009 and November 13, 2009 among four separate audiences: • Attendees of the 2009 Annual CMO Summit; • The Forbes Advisory Panel, an opt-in panel of senior executive Forbes subscribers surveyed regularly on business trends, ideas and issues; • Forbes.com users, a subscriber database consisting of business decision-makers who have registered on the Forbes website; and • Marketing executive members of ExecuNet, a membership-only networking and career organization for executive leaders Forbes subscribers (members of the Advisory Panel and Forbes.com) received the survey via email; ExecuNet respondents were invited to participate in the survey via the Marketing Roundtable, a moderated members-only group of senior marketing executives A total of 114 responses were received; 72 were Forbes-affiliated and 42 were members of ExecuNet 2
  3. 3. More than half of respondents’ media budgets are less than $1 million; nearly one-quarter are $5 million or more Approximate size of total media budget Total respondents Estimated average budget approximately $5.2 million 3 Q1. What is the approximate size of your total media budget? N=114
  4. 4. Of those with budgets of $5 million or more, one-third have between $10- and $20 million; 3 in 10 have more than $30 million Respondents with marketing budgets of $5 million or more N=27 4 Q1. What is the approximate size of your total media budget? N=27
  5. 5. One-third of respondents expect their marketing budgets to increase in 2010; 6% anticipate an increase of 20% or more Expected change in marketing budget, FY10 v. FY09 Total respondents Decrease Increase 5 Q2. Compared to fiscal year 2009, to what extent do you expect your organization’s marketing budget to decrease, stay about the same or increase in fiscal year 2010? N=114
  6. 6. 6 in 10 respondents with marketing budgets of $5 million or more anticipate budget increases in 2010; 11% foresee increases of 20% or more Expected change in marketing budget, FY10 v. FY09 Total respondents v. Respondents with $5MM+ budgets Decrease Increase 6 Q2. Compared to fiscal year 2009, to what extent do you expect your organization’s marketing budget to decrease, stay about the same or increase in fiscal year 2010? N=114, N=27
  7. 7. Social media, SEO, online display on branded sites, PR and WOM are the top areas total respondents expect to receive a higher percentage of marketing spend over the next 6 months (blue); traditional media – most notably, print publications – will see the biggest declines (red) Plans for allocation of marketing spend over the next 6 months, Increase in allocation (blue) vs. Decrease in allocation (red) Total respondents 7 Q3. How do you see your organization’s marketing spend allocation changing over the next six months? N=114
  8. 8. Respondents with $5MM+ marketing budgets are far more likely to plan to increase marketing spend on paid search, television and online display on portals, while total respondents are likelier to look to WOM Plans for allocation of a higher percentage of marketing spend over the next 6 months Total respondents v. Respondents with $5MM+ budgets 8 Q3. How do you see your organization’s marketing spend allocation changing over the next six months? N=114, N=27
  9. 9. Respondents are least likely to spend any current marketing dollars on traditional media: TV, radio, outdoor and print newspaper Media types for which there is no currently marketing spend allocation Total respondents 9 Q3. How do you see your organization’s marketing spend allocation changing over the next six months? N=114
  10. 10. Total respondents are far less likely to allocate any marketing budget on a much wider range of media types than are those with $5MM+ budgets; WOM is the sole exception Media types for which there is no currently marketing spend allocation Total respondents v. Respondents with $5MM+ budgets 10 Q3. How do you see your organization’s marketing spend allocation changing over the next six months? N=114; N=27
  11. 11. Respondents with $5MM+ budgets tilt more toward measurement and accountability over the “Big Idea” as the most important aspect of a marketing campaign; total respondents are more evenly split Most important aspect of marketing program Total Respondents $5MM+ 11 Q4. Which of the following is more important to your marketing program? N=114; N=27
  12. 12. Advertising, research and PR are the top areas falling under the purview of marketing, followed distantly by internal communications and CSR Areas falling within responsibility of marketing group Total respondents 12 Q5. Which of the following areas fall within your responsibility as Chief Marketing Officer? (Please select all that apply) N=114
  13. 13. Respondents with $5MM+ budgets unanimously count advertising as a marketing responsibility, and 9 in 10 also point to market research; PR, internal communications and CSR follow distantly, at a significantly lower rate than for total respondents Areas falling within responsibility of marketing group Total respondents 13
  14. 14. Social media seen as the single-most promising form of new media that will be a useful tool for marketing in an unaided question, followed distantly by mobile applications; respondents with $5MM+ budgets tilted heavily toward social media and mobile applications Most promising or experimental new form of media seen as a useful tool for marketing initiatives in the coming years N=72, N=21 Media type Total Respondents $5MM+ Social media/networking 31 11 Mobile applications 9 6 Measurement/analytics 6 1 Search engine marketing 5 1 Behavioral targeting 3 1 14 Q6. What do you feel is the single-most promising or experimental new form of media that will be a useful tool for your marketing initiatives in the coming years? (open-ended) N=72; N=21
  15. 15. Total respondents’ primary concerns about tracking consumer behavior focus on getting a return on their investment (effectiveness and usefulness), far more so than government regulation and consumer privacy issues Level of concern about aspects of tracking consumer behavior for data mining purposes Total respondents 15 Q7. How concerned are you about tracking consumer behavior for data mining purposes when it comes to each of the following? N=114
  16. 16. Marketing executives with $5MM+ budgets were notably less concerned with nearly all aspects of tracking consumer behavior, with the exception of privacy issues Level of concern about aspects of tracking consumer behavior for data mining purposes, “Extremely Concerned” Total respondents v. $5MM+ 16 Q7. How concerned are you about tracking consumer behavior for data mining purposes when it comes to each of the following? N=114; N=27
  17. 17. Demographics, Total Respondents Title Company Size Company Revenue 65% VP or above One-quarter of respondents from Average company size enterprise-sized companies approximately $1.7 billion Q8. Which of the following best describes your title? N=114 Q9. Which of the following ranges most closely represents the total number of employees in your organization worldwide? Your best estimate is fine. Please select one response only. N=114 17 Q10. Which of the following categories represents your organization’s enterprise-wide annual revenue (across your worldwide organization, including all of its branches, divisions, and subsidiaries) for your most recent fiscal year? Please select one response only. N=114
  18. 18. Demographics, $5MM+ budget Title Company Size Company Revenue 78% VP or above 6 in 10 respondents from Average company size enterprise-sized companies approximately $4.5 billion Q8. Which of the following best describes your title? N=27 Q9. Which of the following ranges most closely represents the total number of employees in your organization worldwide? Your best estimate is fine. Please select one response only. N=27 18 Q10. Which of the following categories represents your organization’s enterprise-wide annual revenue (across your worldwide organization, including all of its branches, divisions, and subsidiaries) for your most recent fiscal year? Please select one response only. N=27
  19. 19. Questionnaire 1. What is the approximate size of your total media budget? 2. Compared to fiscal year 2009, to what extent do you expect your organization’s marketing budget to decrease, stay about the same or increase in fiscal year 2010? Please select one response only. 3. How do you see your organization’s marketing spend allocation changing over the next six months? 4. Which of the following is more important to your marketing program? 5. Which of the following areas fall within your responsibility as Chief Marketing Officer? (Please select all that apply) 6. What do you feel is the single-most promising or experimental new form of media that will be a useful tool for your marketing initiatives in the coming years? (open-ended) 7. How concerned are you about tracking consumer behavior for data mining purposes when it comes to each of the following? 8. Which of the following best describes your title? 9. Which of the following ranges most closely represents the total number of employees in your organization worldwide? Your best estimate is fine. Please select one response only. 10. Which of the following categories represents your organization’s enterprise-wide annual revenue (across your worldwide organization, including all of its branches, divisions, and subsidiaries) for your most recent fiscal year? Please select one response only. 19

×