Self-Sufficient Marketers a Challenge to Agencies
This annual Marketing Outlook Audit, involving 46 questions of more than 600 senior marketers drawn from every major region of the world, is representative of most vertical industry sectors and company sizes. Almost 63% of respondents said they reported directly to the CEO, president or COO, while another 21% said they were accountable to a regional vice president, general manager or division/business group head.
35% of marketers expect to initiate or undertake transformational marketing projects to improve go-to-market effectiveness in 2010. Another 19% say this is under consideration, and 8% report this has been proposed but not approved. Most common among the projects to be undertaken are:
- Digital marketing makeover - platforms, programs people (46%)
- Sales and marketing organizational alignment (40%)
- Customer data integration and analytics (32%)
- Marketing performance measurement (31%)
- Lead qualification and harvesting system (28%)
- Reorganization of marketing group (28%)
Donovan Neale-May, executive director of the CMO Council, observes that "... the transformation of marketing organizations, practices and functions... is being driven by the need to engage at an individual level, create more content relevance, and leverage... Internet communities, omnipresent connectivity, and pervasive mobile device ownership."
Attesting to the growing shift to digital modes of engagement, says the report:
- 59% of marketers are looking to train and develop existing staff
- 40% are adding or expanding digital marketing agency support
- 36% expect to bring in new talent resources to their organizations
- 72% of marketers anticipate no headcount reductions as they re-skill staff
- 18% expect to review web design and development resources
- 8% who plan to do ad agency reviews, an all-time low, as marketer attention moves to the digital realm.
Morgan Stewart, Principle of the Research and Education Group at ExactTarget "Companies looking to improve their online capabilities... must find.... people with a successful track record online... who are not only good themselves, but have the ability to train others..."
Asked to rate their online marketing performance capability, only 6% of marketers responded excellent:
- 44% report they are either growing their capabilities, or struggling to quantify the value of online marketing spend
- 15% say their ability to convert site visits to customer leads is deficient
In reviewing where digital marketing dollars are likely to be directed:
- 65% of respondents said they were evaluating investments in new social media and online communities
- 44% in Internet media channels
- 33% in mobile messaging
- 31% in new methods of online content delivery
Requirements for greater top-line growth in 2010 are reflected in how demand generation, sales support and advertising dollars are being directed. Largest shares are being allocated to:
- Database marketing (12.5%)
- Sales collateral/literature (12%)
- Trade shows and conferences (11.5%)
- Online advertising (7%)
In contrast to 2009, most marketers are seeing their media budgets stay the same or increase slightly by 5%. Larger gains of over 5% are reflected in interactive/web marketing, social media, search marketing, SEO, and mobile communications areas.
Additional information from the release, including access to the complete report, may be found here.