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:
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:
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:
In reviewing where digital marketing dollars are likely to be directed:
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:
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.