CMO report: budgets better than expected

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Chief Marketing Officer (CMO) Council’s Marketing Outlook 2009 states that CMO’s see their budgets stable. Almost half of all asked CMO’s (54,1%) say their budgets will increase or at least remain.

What is the value of a click? Obviously, the best deal is transforming a consumer into a customer. For 36% this seems to be the biggest issue: converting clicks to sales and finding the value of online marketing. Just 9% of the chief marketers argue about their online performance capability as being “excellent”.

The outlook in the recession is not too bad… The majority of top marketers answered their traditional marketing focus (print, outdoor and TV) remains the same, and especially digital advertising (also social media and search marketing) will increase. But it also has to me mentioned that 45.7% said their spending budgets will decrease.

“Senior marketers are looking to hold budgets steady and not make tremendous cuts in headcounts,” said Liz Miller, the council’s VP of programming and operations. “Instead, they’re reallocating both their budget and talent into those areas that better engage and communicate with core audiences and customers.”

Spot On!
The loyalty of customer becomes more and more an issue for marketers. Who would be surprised… Those who want to study as deep as possible how the customers thinks, don’t ‚owe‘ the sovereignty on customer service and support issues, nor have they big influence on CRM, the survey says.

The question remains why the majority of marketers rely on old online measures (i.e. page views and registrations 64.6%) and not focusing on more modern online engagement opportunities which keeps the consumers with the brands. The most obvious options could be personalization and client first programs (i.e. client opinion platforms or community building) which could replace the old-school “watering cans” techniques. The more companies focus on the client, the ‚happier‘ the revenue lines will show.

The report was co-sponsored by Deloitte, Jigsaw and Ad-ology and asked 650 worldwide marketers.

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Kommentare

4 Kommentare zu "CMO report: budgets better than expected"

  1. Twitter Ads: Thoughts on the test am 18.03.2009 13:18 

    […] currency ‘No. 1′ for marketers and convergence their need, according to yesterdays CMO report, the test sounds like comparing apples and […]

  2. Olivier Riviere am 18.03.2009 20:25 

    Very interestinc comments Martin!

    Regarding the old online measures, at least the light in the dark in the survey is that online measure and research is one of the top 2 areas of investment for 2009 (the other one is e-mail marketing). This, hopefully, should help move away from old-fashioned and little relevant measures.

    Another interesting element is that the top 2 personal objectives of the CMOs are to more reach out to customers and to strengthen to grow their relations with the sales organization. In both cases, one can ask oneself why this didn’t happen earlier.

    Being sharper on key tactics, with a better sense of in which context they are efficient (or not) and striving to build synergies with other functions seems to me a good way to improve the impact and the status of the marketing function. Now, how many CMOs will reach this goal is to be seen.

  3. Study: Agencies moving to slow for consumers? am 24.03.2009 23:39 

    […] Now, despite the difficult economic climate there are some good news for the digital industry: IBM’s study states that interactive, measurable formats will be expected to account for 20% of global ad spending by 2012. The interviewed CMOs said they will increase interactive and online marketing spending in 2009 while 63% while 65% will decrease on traditional advertising. Generally speaking, the same trend that we acknowledged from the latest CMO report. […]

  4. Corporate Blogging: Studien belegen ambivalente Ansichten am 17.04.2009 12:10 

    […] der Webstrategie messen. Diese Aussagen decken sich mit einem kürzlich veröffentlichten CMO Report und macht deutlich, wie stark Internetaktivitäten der Unternehmen von Zahlen getrieben werden […]

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