Marketing Industry Trends Report

Marketing Industry - 2009 Marketing Industry Trends Report a community effort July 2009 Table of Contents Background and Methodology Community

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2009 Marketing Industry Trends Report …a community effort July, 2009
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Table of Contents 2 2009 Marketing Industry Trends Equation Research Background and Methodology 3 Community Questions 4 Key Findings and Implications 5-6 Detailed Findings 7-26 Meaning of Social Media 7-11 Current and Intended Social Media Use 12-14 Barriers to Social Media 15-17 Social Media Tools Used 18-20 Social Media Measurement 21-23 Marketing Channel - Allocation 24-25 Marketing Channel - Forecast 26-28 Channel With the Most Promise 29-31 Mobile Marketing 32-34 Corporate Responsibility Initiatives 35-36 Appendix I Sample Profile 38-39 Appendix II About Equation 40 Info@equationresearch.com
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3 2009 Marketing Industry Trends Equation Research B ackground “…a community effort” Equation‘s annual Marketing Industry Trends survey was created to monitor how the world of Marketing is evolving with the changing consumer/media landscape. The 2009 study is unique in that we opened up survey development to the Marketing Community and did so by leveraging a Web 2.0 strategy of ―crowdsourcing‖ the survey questions directly from marketers. Christina Kerley (―CK‖) engaged the marketing community to create questions and submit topics on what they wanted to know through posts on the leading industry marketing blog MarketingProfs Daily Fix and her own Marketing Blog . To the best of our knowledge, it‟s the first time a trends survey of this size has been constructed by and for the community it‟s targeting. Our original invitation via a post by CK on the MarketingProfs blog produced outstanding feedback , spurring diverse and thoughtful questions covering social media and emerging marketing tactics. The focus of this report will be to help answer these questions, bring together common threads of insight and develop some useful and actionable implications for the community. Methodology Email invitations were sent to over 50,000 marketing professionals to take part in a ten minute online survey. Respondents were targeted from marketing industry contact lists provided by Equation Research, AdWeekMedia Group and Authentic Response. See page 40 for more information about these companies. A total of 1,469 respondents representing advertising/marketing agencies, brands, non-profits, consulting firms and research suppliers took the survey. Responses were collected from June 3 rd -July 2 nd , 2009. This analysis focuses on marketers working for brands directly (18% of total sample) and advertising/marketing agencies (33% of total sample). A full sample profile can be found on pg. 38- 39. In several sections of this report we‘ve examined differences in response by company size and although the sample sizes can get rather small in these cases and should be used with caution, the results are quite interesting from a ‗directional‘ standpoint. Info@equationresearch.com
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This note was uploaded on 11/07/2011 for the course RTV 4506 taught by Professor Garycorbittmiaomelissaguo during the Fall '10 term at University of Florida.

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Marketing Industry - 2009 Marketing Industry Trends Report a community effort July 2009 Table of Contents Background and Methodology Community

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