During the 2008 Annual Masters of Marketing conference of the (US) ANA (Association of National Advertisers) 1,200 attendees, client-side marketers, media and creative agencies and others, were polled via handheld devices about their marketing mix, budgets, plans, and tactics throughout the event. Here how they responded to the following questions:
How will you adjust your current marketing and media plans to account for the recent downturn in the financial markets?
33 % Spending will be reduced
33 % Spending will be constant / marketing mix will be reallocated
27 % Surprisingly, we will spend more
08 % No changes, we will keep everything status quo
How does your CEO view your marketing efforts with respect to growth?
56 % As a brand-building investment
21 % As an unaccountable but necessary expense
15 % Not sure
08 % As an unnecessary expense
What is your preferred social media site for driving brand growth?
20 % YouTube
18 % Facebook
10 % LinkedIn
06 % MySpace
03 % Twitter
12 % All (of the above)
32 % None
As you look toward 2009, how much do you plan to spend on marketing vs. 2008?
26 % Increase spending more than 10%
13 % Increase spending less than 10%
28 % Hold stable
14 % Decrease spending less than 10%
19 % Decrease spending more than 10%
Which discipline will offer your brand the largest opportunity for growth?
17 % Traditional 30-second spots (TV)
07 % One page advertisements in a newspaper/magazine
16 % Web advertising
28 % Social media integration
07 % Direct Marketing
19 % Grassroots, viral public relations
05 % Radio
How does your company currently measure brand growth?
70 % Sales and net income
15 % Third party brand equity valuations
09 % Shareholder value
04 % Household penetration
03 % Company culture
(conducted mid-October 2008)
via RSS-Feeds from ANA.net
Related entries:
Die Prioritäten der Verleger und Verlagsmanager für 2009
VDZ-Jahrespressekonferenz: Herbstumfrage (2): Das Jahr 2009
Zur VDZ-Herbstumfrage 2008
