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 http://www.michaelleander.com

1. Chief Marketing Officer
Trends 2009-2010

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. 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. 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. -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. 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. Maybe direct mail
isn’t such a bad
idea after all !

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. 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. Let’s have a look
into the future
Here is what European
CMO’s said they would
invest in for 2010

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. Sorry to interrupt you for a brief intermission
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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. 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. 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. 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. 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
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. Thank you for listening
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20. The survey could not have been
done without the help of…..