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Attitudes to marketing risk research presentation summary
- 1. 22 FEBRUARY 2017 For more information contact Simon Foster – simonf@mcand.co.uk MANAGING MARKETING RISK Attitudes to marketing risk #mcandc @simonizms
- 2. | 2 Professor Patrick Barwise Emeritus Professor of Management and Marketing Mark Cripps EVP Brand and Digital Marketing Ben Rhodes Marketing Director Richard Madden Strategy Partner Marcus Missen Director of Communications and Fundraising
- 3. | 3 OUR SURVEY SAMPLE Survey conducted between 31st January 2017 and 17th February 2017 153 Marketers Panelled 48% of respondents’ company turnovers were over £50m Respondents from across 12+ job titles Top 3 job titles 18% CEOs & MDs 23% Marketing Directors 36% Marketing Managers and Executives Respondents from across 16+ sectors Top 5 sectors 14% Manufacturing, Distribution and Retail 13% Travel, Sports and Leisure 12% Charity and NGOs 9% IT, Telecoms and Utilities 8% Finance
- 4. | 4 CONFIDENCE OVER THE NEXT THREE YEARS How confident are you individually about the economy? How confident is your business about its prospects? Confident/ Very confident 42% 75% Unconfident/ Very unconfident 35% 10% Difference +7% +65%
- 5. | 5 BREXIT -0.42 0.74 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 Brexit will benefit my business Brexit is a challenge for marketers Variance from neutral score
- 6. | 6 WHAT AFFECTS YOUR CONFIDENCE AS A MARKETER? 3.19 3.56 3.63 3.70 National news stories Economic indicators Consumer confidence metrics Activities of competitors Average score (1 low – 5 high)
- 7. | 7 WHAT ARE THE BIGGEST RISKS YOU WILL TAKE IN 2017? 2.68 2.82 2.82 2.83 2.96 2.97 3.02 3.03 3.05 Product / service reduction to cut costs Organisational e.g. restructuring Allocating the marketing budget IT Creative strategy Talent issues e.g. recruitment, promotion etc Entering new market(s) Pricing Product / Services Innovations / Improvements Average score (1 low – 5 high)
- 8. | 8 HOW DO YOU EVALUATE MARKETING RISKS? 2.45 2.69 2.71 2.77 3.97 Using consultants Using my agency Trade associations Trade media My peer group and colleagues Average score (1 low – 5 high)
- 9. | 9 Professor Patrick Barwise Emeritus Professor of Management and Marketing Mark Cripps EVP Brand and Digital Marketing Ben Rhodes Marketing Director Richard Madden Strategy Partner Marcus Missen Director of Communications and Fundraising