On April 19th the CMO Council released their new report on marketing entitled, The State of Marketing: Intentions and Investments for 2010. This is the fourth edition of this report and this year it was sponsored by Deloitte Consulting LLP, and ExactTarget.
Here are a couple of highlights from their announcement:
Management 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 percent), sales collateral/literature (12 percent), trade shows and conferences (11.5 percent), and online advertising (7 percent). In contrast to 2009, most marketers are seeing their media budgets stay the same or increase slightly by five percent. Larger gains of over five percent are reflected in interactive/web marketing, social media, search marketing, SEO, and mobile communications areas.
Christine Cutten, a principal with Deloitte Consulting LLC notes, “The lens on marketing spend has been magnified and marketers will continue to be asked to do more with less and justify marketing investments. To deliver against these directives and enable growth, marketers are looking toward online and social marketing execution strategies.”
“We are seeing increased activity in the marketplace around online channel integration and building digital competencies as online strategies increasingly become incorporated with overall enterprise strategies and consumer purchasing patterns change. Similarly, we have seen a push toward the development of multi-channel offerings that deliver the brand promise consistently across online, mobile, in-store, and traditional channels,” Cutten added.
To see additional material on this and other CMO Council reports, go to www.cmocouncil.org.
