the role of the cmo: marketing strategies
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The Role of the CMO:Marketing Strategies for 2010
November 2009
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About the SurveyThe survey was fielded between October 13, 2009 and November 13,2009 among four separate audiences:
• Attendees of the 2009 Annual CMO Summit;• The Forbes Advisory Panel, an opt-in panel of senior executive Forbes subscribers
surveyed regularly on business trends, ideas and issues;
• Forbes.com users, a subscriber database consisting of business decision-makerswho have registered on the Forbes website; and
• Marketing executive members of ExecuNet, a membership-only networking andcareer organization for executive leaders
Forbes subscribers (members of the Advisory Panel and Forbes.com)received the survey via email; ExecuNet respondents were invited toparticipate in the survey via the Marketing Roundtable, a moderatedmembers-only group of senior marketing executives
A total of 114 responses were received; 72 were Forbes-affiliated and 42were members of ExecuNet
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More than half of respondents’ media budgets are less
than $1 million; nearly one-quarter are $5 million ormore
Approximate size of total media budgetTotal respondents
Q1. What is the approximate size of your total media budget? N=114
Estimatedaverage budgetapproximately$5.2 million
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Of those with budgets of $5 million or more,
one-third have between $10- and $20 million;3 in 10 have more than $30 million
Respondents with marketing budgets of $5 million or moreN=27
Q1. What is the approximate size of your total media budget? N=27
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One-third of respondents expect their marketing
budgets to increase in 2010; 6% anticipate an increaseof 20% or more
Expected change in marketing budget, FY10 v. FY09Total respondents
Q2. Compared to fiscal year 2009, to what extent do you expect your organization’s marketing budget to decrease, stay about the same or increase in fiscal year 2010? N=114
Decrease
Increase
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6 in 10 respondents with marketing budgets of $5
million or more anticipate budget increases in 2010;11% foresee increases of 20% or more
Expected change in marketing budget, FY10 v. FY09Total respondents v. Respondents with $5MM+ budgets
Decrease
Increase
Q2. Compared to fiscal year 2009, to what extent do you expect your organization’s marketing budget to decrease, stay about the same or increase in fiscal year 2010? N=114, N=27
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Social media, SEO, online display on branded sites, PR and WOMare the top areas total respondents expect to receive a higherpercentage of marketing spend over the next 6 months (blue);traditional media – most notably, print publications – will see thebiggest declines (red)
Plans for allocation of marketing spend over the next 6 months,Increase in allocation (blue) vs. Decrease in allocation (red)
Total respondents
Q3. How do you see your organization’s marketing spend allocation changing over the next six months? N=114
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Respondents with $5MM+ marketing budgets are far
more likely to plan to increase marketing spend onpaid search, television and online display on portals,while total respondents are likelier to look to WOM
Plans for allocation of a higher percentage of marketing spend over the next 6 monthsTotal respondents v. Respondents with $5MM+ budgets
Q3. How do you see your organization’s marketing spend allocation changing over the next six months? N=114, N=27
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Total respondents are far less likely to allocate any
marketing budget on a much wider range of mediatypes than are those with $5MM+ budgets; WOM isthe sole exception
Media types for which there is no currently marketing spend allocationTotal respondents v. Respondents with $5MM+ budgets
Q3. How do you see your organization’s marketing spend allocation changing over the next six months? N=114; N=27
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Respondents with $5MM+ budgets tilt more toward
measurement and accountability over the “Big Idea” asthe most important aspect of a marketing campaign;total respondents are more evenly split
Most important aspect of marketing program
Q4. Which of the following is more important to your marketing program? N=114; N=27
Total Respondents $5MM+
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Advertising, research and PR are the top areas
falling under the purview of marketing, followeddistantly by internal communications and CSR
Areas falling within responsibility of marketing group
Total respondents
Q5. Which of the following areas fall within your responsibility as Chief Marketing Officer? (Please select all that apply) N=114
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Respondents with $5MM+ budgets unanimously count
advertising as a marketing responsibility, and 9 in 10 also point to market research; PR, internal communications and CSR followdistantly, at a significantly lower rate than for total respondents
Areas falling within responsibility of marketing group
Total respondents
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Social media seen as the single-most promising form of new mediathat will be a useful tool for marketing in an unaided question,followed distantly by mobile applications; respondents with$5MM+ budgets tilted heavily toward social media and mobileapplications
Media type Total Respondents $5MM+
Social media/networking 31 11
Mobile applications 9 6Measurement/analytics 6 1
Search engine marketing 5 1
Behavioral targeting 3 1
Most promising or experimental new form of media seen as auseful tool for marketing initiatives in the coming years
N=72, N=21
Q6. What do you feel is the single-most promising or experimental new form of media that will be a useful tool for your marketing initiatives in the coming years? (open-ended) N=72; N=21
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Total respondents’ primary concerns about tracking consumerbehavior focus on getting a return on their investment
(effectiveness and usefulness), far more so than government regulation and consumer privacy issues
Level of concern about aspects of tracking consumer behavior for data mining purposes
Total respondents
Q7. How concerned are you about tracking consumer behavior for data mining purposes when it comes to each of the following? N=114
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Marketing executives with $5MM+ budgets were notably less
concerned with nearly all aspects of tracking consumer behavior,with the exception of privacy issues
Level of concern about aspects of tracking consumer behavior for data mining purposes,“Extremely Concerned”Total respondents v. $5MM+
Q7. How concerned are you about tracking consumer behavior for data mining purposes when it comes to each of the following? N=114; N=27
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Demographics, Total Respondents
Title Company Size Company Revenue
65% VP or above One-quarter of respondents fromenterprise-sized companies
Average company sizeapproximately $1.7 billion
Q8. Which of the following best describes your title? N=114 Q9. Which of the following ranges most closely represents the total number of employees in your organization worldwide? Your best estimate is fine. Please select one response only. N=114 Q10. Which of the following categories represents your organization’s enterprise-wide annual revenue (across your worldwide organization, including all of its branches, divisions, and subsidiaries)
for your most recent fiscal year? Please select one response only. N=114
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Demographics, $5MM+ budget
Title Company Size Company Revenue
78% VP or above 6 in 10 respondents fromenterprise-sized companies
Average company sizeapproximately $4.5 billion
Q8. Which of the following best describes your title? N=27
Q9. Which of the following ranges most closely represents the total number of employees in your organization worldwide? Your best estimate is fine. Please select one response only. N=27 Q10. Which of the following categories represents your organization’s enterprise-wide annual revenue (across your worldwide organization, including all of its branches, divisions, and subsidiaries)
for your most recent fiscal year? Please select one response only. N=27
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Questionnaire1. What is the approximate size of your total media budget?2. Compared to fiscal year 2009, to what extent do you expect your organization’s marketing
budget to decrease, stay about the same or increase in fiscal year 2010? Please select one
response only.3. How do you see your organization’s marketing spend allocation changing over the next six
months?4. Which of the following is more important to your marketing program?5. Which of the following areas fall within your responsibility as Chief Marketing Officer? (Please
select all that apply)
6. What do you feel is the single-most promising or experimental new form of media that will be auseful tool for your marketing initiatives in the coming years? (open-ended)7. How concerned are you about tracking consumer behavior for data mining purposes when it
comes to each of the following?8. Which of the following best describes your title?9. Which of the following ranges most closely represents the total number of employees in your
organization worldwide? Your best estimate is fine. Please select one response only.
10. Which of the following categories represents your organization’s enterprise-wide annualrevenue (across your worldwide organization, including all of its branches, divisions, andsubsidiaries) for your most recent fiscal year? Please select one response only.