Chief Marketing Officer
Trends 2009-2010
Survey objectives
Identify key marketing instrumentation
trends as CMO’s see them
Uncover how the economic situation affec...
Part 1: Whom were we surveying
450 marketing professionals from Europe completed the survey
94,5% makes strategic decision...
Next slide is a bit tricky
But if you think plus (+) equals more spending
in 2009 than anticipated in that area
And
Minus ...
-7.04%
-4.47%
9.92%
-0.90%
-0.71%
0.12%
-9.69%
0.79%
-5.07%
5.66%
1.37%
6.69%
0.86%
-0.09%
-0.54%
-2.00%
-1.03%
2.43%
-12....
Notable discrepencies for meeting
marketing objectives in 2009
In 2009 CMO’s used these instruments
more than they anticip...
Maybe direct mail
isn’t such a bad
idea after all !
Most popular
instruments to
meet marketing
objectives in 2009
Email newsletters 36,41%
Conferences/events 35,92%
Direct ma...
The top 3 marketing instruments for 2009 used to meet
marketing objectives in Europe according to European CMO’s
#1 Email ...
Let’s have a look
into the future
Here is what European
CMO’s said they would
invest in for 2010
Medium to meet
marketing objectives
CMO’s said
they did in
2009
CMO’s said
they plan in
2010
More or
less?
Conferences/eve...
Sorry to interrupt you for a brief intermission
before the survey continues… Here is a word
from our sponsor
The Email Mar...
Very
important Important Neutral
Less
important
Un-
important N/A
Brand-building/ brand-
awareness
49,70% 33,70% 11,10% 4,...
Very
important Important Neutral
Less
important
Un-
important N/A
Response/ conversion rates 46,40% 36,70% 8,70% 2,60% 1,0...
Question 2009: Do you agree or disagree with the following statement?
"My company’s marketing strategy is focused on brand...
Question 2009: Do you agree or disagree with the following statement?
"Due to the apparent economic decline, my company’s ...
Question 2009: Do you agree or disagree with the following statement?
"Our marketing staff need education in the field of ...
18
2008 2009
Companywide expense cuts have been allocated in roughly equal proportion
across all departments/functions, in...
Thank you for listening
-> Subscribe to the newsletter
-> Get the newest CMO Trends
-> Learn more about marketing
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CMO Trends 2010 - Chief Marketing Officers

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We surved Chief Marketing Officer's once again. Browse the slides in full screen mode to learn about the trends and tripulations of the modern CMO
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CMO Trends 2010 - Chief Marketing Officers

  1. 1. Chief Marketing Officer Trends 2009-2010
  2. 2. Survey objectives Identify key marketing instrumentation trends as CMO’s 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 of marketers (c) Michael Leander Nielsen, 2009
  3. 3. Part 1: Whom were we surveying 450 marketing professionals from Europe completed the survey 94,5% makes strategic decisions concerning marketing 50% has marcom budget less than €1 mill. 17% marcom budget exceeds €10 mill. 84,19% responsible for marketing strategy and direction 70,23% responsible for branding
  4. 4. Next slide is a bit tricky But if you think plus (+) equals more spending in 2009 than anticipated in that area And Minus (-) equals less spending in 2009 than anticipated in that area Then you will understand
  5. 5. -7.04% -4.47% 9.92% -0.90% -0.71% 0.12% -9.69% 0.79% -5.07% 5.66% 1.37% 6.69% 0.86% -0.09% -0.54% -2.00% -1.03% 2.43% -12.00% -7.00% -2.00% 3.00% 8.00% Email newsletters Conferences/events Direct mail Social networks Consumer/business magazines Search engines Online content sites/portals Trade magazines Television Online portals Outdoor advertising Newspapers Webinars Mobile marketing Radio Online video sites Telemarketing Twitter
  6. 6. Notable discrepencies for meeting marketing objectives in 2009 In 2009 CMO’s used these instruments more than they anticipated they would when asked in 2008 In 2009 CMO’s used these instruments less than they anticipated they would when asked in 2008 Instrument used to meet objectives Said would do in 2009 Said did in 2009 Online content sites 32,51% 22,82% Email newsletters 43,45% 36,41% TV Advertisements 14,29% 9,22% Conferences/events 40,39% 35,92% Online video sites 4,43% 2,43% Instrument used to meet objectives Said would do in 2009 Said did in 2009 Direct mail 19,21% 29,13% Newspaper adds 6,90% 13,59% Online portals 11,82% 17,48% Twitter 0,00% 2,43% Outdoor advertising 6,40% 7,77%
  7. 7. Maybe direct mail isn’t such a bad idea after all !
  8. 8. Most popular instruments to meet marketing objectives in 2009 Email newsletters 36,41% Conferences/events 35,92% Direct mail 29,13% Social networks 27,67% Search engines 25,24% Online content sites 22,82% Online portals 17,48% Consumer/business magazines 15,05% Newspapers 13,59% Trade magazines 13,11% Television 9,22% Webinars 8,74% Outdoor advertising 7,77% Mobile marketing 6,31% Radio 2,91% Online video sites 2,43% Twitter 2,43% Telemarketing 0,45%
  9. 9. The top 3 marketing instruments for 2009 used to meet marketing objectives in Europe according to European CMO’s #1 Email Marketing #2 Conferences/events #3 Direct mail
  10. 10. Let’s have a look into the future Here is what European CMO’s said they would invest in for 2010
  11. 11. Medium to meet marketing objectives CMO’s said they did in 2009 CMO’s said they plan in 2010 More or less? Conferences/events 35,92% 40,10% Email newsletters 36,41% 39,11% Social networks 27,67% 39,11% Search engines 25,24% 29,21% Online content sites 22,82% 27,72% Direct mail 29,13% 23,27% Online portals 17,48% 16,34% Consumer/business magazines 15,05% 12,38% Newspapers 13,59% 10,40% Television 9,22% 9,41% Mobile marketing 6,31% 8,91% Trade magazines 13,11% 6,44% Twitter 2,43% 6,44% Webinars 8,74% 5,94% Outdoor advertising 7,77% 3,47% Online video sites 2,43% 3,47% Radio 2,91% 1,98% Conferences/events, email marketing and social networks takes the top by a mile Question: In 2010 which mediums do you think will be most important to your company’s marketing objectives
  12. 12. Sorry to interrupt you for a brief intermission before the survey continues… Here is a word from our sponsor The Email Marketing Masterclass is coming to 30+ cities in Europe, the Middle East, Asia and South America – learn more here Click here to continue …
  13. 13. Very important Important Neutral Less important Un- important N/A Brand-building/ brand- awareness 49,70% 33,70% 11,10% 4,50% 0,50% 0,50% Customer acquisition 60,60% 27,30% 8,60% 3,50% 0,00% 0,00% Lead generation 45,20% 37,70% 11,10% 4,00% 1,50% 0,50% Cross-selling/up-selling 27,60% 43,20% 17,10% 5,50% 5,00% 1,50% Customer retention 41,70% 37,70% 12,60% 6,00% 2,00% 0,00% Question 2009: How important are the following objectives of your company’s marketing campaigns?
  14. 14. Very important Important Neutral Less important Un- important N/A Response/ conversion rates 46,40% 36,70% 8,70% 2,60% 1,00% 4,60% Cost per response 22,10% 41,00% 25,60% 3,10% 3,60% 4,60% Sales/revenue data 42,10% 34,90% 14,40% 3,10% 1,50% 4,10% Cost per sale data 22,10% 37,40% 25,10% 8,20% 2,10% 5,10% Customer/ consumer brand- awareness surveys 27,60% 28,60% 23,50% 12,20% 4,10% 4,10% Question 2009: How important to your company are these measures of ROI for media campaigns?
  15. 15. Question 2009: Do you agree or disagree with the following statement? "My company’s marketing strategy is focused on brand-building at the expense of other initiatives with more demonstrable ROI. "
  16. 16. Question 2009: Do you agree or disagree with the following statement? "Due to the apparent economic decline, my company’s marketing strategy will focus more on direct marketing in 2010 than it did in 2009"
  17. 17. Question 2009: Do you agree or disagree with the following statement? "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”"
  18. 18. 18 2008 2009 Companywide expense cuts have been allocated in roughly equal proportion across all departments/functions, including marketing 35.08% 48,42% Lack of appreciation of marketing effectiveness by CEO or other top management 26.70% 22,11% Marketing programs are not given sufficient time to demonstrate ROI 17.80% 24,21% 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% 27,37% Specific marketing programs have not met objectives and are being eliminated, though successful programs remain fully funded 15.18% 16,84% General inability of marketing to demonstrate ROI 14.66% 18,95% Overall marketing effectiveness has not met objectives 7,85% 8,42% Question: Which of the following describe the reasons for impending or past cuts in your company’s marketing budget?
  19. 19. Thank you for listening -> Subscribe to the newsletter -> Get the newest CMO Trends -> Learn more about marketing
  20. 20. The survey could not have been done without the help of…..

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