Meng marketing trends report 2009

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summary & Key Findings ,[object Object],[object Object],[object Object],[object Object],[object Object]

Summary & Key Findings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Budget and Planning ,[object Object],[object Object],[object Object],Q. How is the current economic environment DIRECTLY affecting your business planning for 2009? Staffing Marketing Budget Innovation and R&D New Questions For 2009 Report

Use of Marketing Research ,[object Object],[object Object],[object Object],Q. How, if at all, do you think your use of marketing research will change over the coming year? New Questions For 2009 Report

Marketing Concept Trends & Buzz Words

Concepts: Most Important ,[object Object],Q. Which particular marketing Buzz words or trends do you feel are most important to pay attention to currently? (% of Top-Box, “Very Important”) 1 Customer Satisfaction 79% 11 Word of Mouth 42% 2 Customer Retention 76% 12 Alternative Energy 41% 3 Marketing ROI 65% 13 Mobile Communications 40% 4 Brand Loyalty 61% 14 Electronic Media 40% 5 Segmentation 61% 15 Green Marketing 40% 6 Quality 56% 16 E-commerce 39% 7 SEO (Search Engine Optimization) 48% 17 Globalization 39% 8 Competitive Intelligence 43% 18 Experiential/Emotive branding 38% 9 Data Mining 43% 19 SNS (Social Network Sites) 37% 10 Lead Generation 43% 20 Multicultural 36%

Concepts: Least Important ,[object Object],Q. Which particular marketing Buzz words or trends do you feel are most important to pay attention to currently? (% of Top-Box, “Very Important”) 43 Convergence 17% 53 Buy American 12% 44 Movement of skilled jobs 17% 54 Long Tail 11% 45 Rising Input Prices 16% 55 Selective Outsourcing 10% 46 Out Sourcing 15% 56 Text Analytics 10% 47 Multi-language 14% 57 Off Shoring 8% 48 Time Starvation 14% 58 Immigration 8% 49 Trade deficits 14% 59 Anti-Americanism 7% 50 Time Shifting (Tivo) 13% 60 Game Theory 5% 51 Developed Markets 13% 61 Six Sigma 5% 52 New Global Trading Blocs 12% 62 Faith Based (Religion) 4%

Marketing Issues ,[object Object],[object Object],“ In this economy, too many people are trying to shrink their way to success - cutting faster than the next person. I think its critical to go on offense while the competition is hiding. Finding inexpensive ways to gain competitive advantage and grow share is critical to longer term success when the economy starts to recover.” “ Unifying the customer experience (with the brand) across the myriad of communication mediums.” “ The sense of entitlement among gen Y ers and what that means in terms of expectations as a consumer. “ “ Focused and Disciplined Innovation. Too much innovation today is based on non-disciplined approaches (ad hoc, subjective, limited research) due to lack of time and/or budget. The result is poor success rates, lack of confidence in the innovation function, and too much employee turnover. More time and effort needs to be devoted to determine what innovation opportunities exist and properly defining the requirements before ideation, concept development and product development occur.” “ With the onset of so many forms of disruptive media in recent years, it is challenging to know how much of your investments Should be flagged… the tried and true and how much to set earmark for testing. In addition, ROI is measured differently for one media type or marketing method. When innovative methods come onto the scene, analytics driven marketers may abandon an effort prematurely because they did not plan it with the appropriate objective or realistic ROI…” “ As we all sprint to compete in this flat, wired, 24/7 world, I believe it is absolutely essential to ensure brand health and consistent equities across the globe. The FUTURE lies in emerging markets, but it takes years, sometimes a generation, to build a brand and the time to start is NOW.”

Marketing Concepts: Most Important (Comparison to Last Year) ,[object Object],Q. Which particular marketing Buzz words or trends do you feel are most important to pay attention to currently? (% of Top-Box, “Very Important”) 10%+ increase 5%+ decrease ,[object Object],Significantly Higher (95% conf lvl) Trend 2009 Report 2008 Report ∆ 1 Customer Satisfaction 79% 75% 4% 2 Customer Retention 76% 65% 11% 3 Marketing ROI 65% 53% 12% 4 Brand Loyalty 61% 55% 6% 5 Segmentation 61% 58% 3% 6 Quality 56% 54% 2% 7 SEO (Search Engine Optimization) 48% 42% 6% 8 Competitive Intelligence 43% 43% 0% 9 Data Mining 43% 35% 8% 10 Lead Generation 43% 33% 10% 11 Word of Mouth 42% 35% 7% 12 Alternative Energy 41% 31% 10% 13 Mobile Communications 40% 34% 6% 14 Electronic Media 40% 40% 0% 15 Green Marketing 40% 37% 3% 16 E-commerce 39% 42% -3% 17 Globalization 39% 38% 1% 18 Experiential/Emotive branding 38% 35% 3% 19 SNS (Social Network Sites) 37% 33% 4% 20 Multicultural 36% 31% 5% 21 Fragmentation of Media 36% 40% -4%

Concepts: Somewhat Important (Comparison to Last Year) ,[object Object],Q. Which particular marketing Buzz words or trends do you feel are most important to pay attention to currently? (% of Top-Box, “Very Important”) 10%+ increase 5%+ decrease ,[object Object],[object Object],Significantly Higher (95% conf lvl) Trend 2009 Report 2008 Report ∆ 22 Personalization (1to1 marketing) 36% 35% 1% 23 Credit Availability 35% 9% 26% 24 CRM 35% 29% 6% 25 Emerging Markets 34% 33% 1% 26 Value of US Dollar 34% 28% 6% 27 Viral marketing 33% 26% 7% 28 Leading through Creativity 33% 31% 2% 29 Importance of "Stories" 31% 25% 6% 30 Housing Markets 30% 15% 15% 31 Leading through Analytics 29% 23% 6% 32 Health Awareness 26% 31% -5% 33 Web 2.0 25% 23% 2% 34 Ability to Shop/Source Worldwide 24% 27% -3% 35 Intellectual property laws 24% 22% 2% 36 CGM (Consumer Generated media) 24% 17% 7% 37 Global Risks 23% 15% 8% 38 Technological Disruption 23% 19% 4% 39 Blogging 23% 21% 2% 40 Global Warming 23% 30% -7% 41 Business Model Disruption 21% 17% 4% 42 Global terrorism 18% 20% -2%

Concepts: Least Important (Comparison to Last Year) ,[object Object],Q. Which particular marketing Buzz words or trends do you feel are most important to pay attention to currently? (% of Top-Box, “Very Important”) Significantly Higher (95% conf lvl) 10%+ increase 5%+ decrease Trend 2009 Report 2008 Report ∆ 43 Convergence 17% 16% 1% 44 Movement of skilled jobs 17% 12% 5% 45 Rising Input Prices 16% 13% 3% 46 Out Sourcing 15% 17% -2% 47 Multi-language 14% 15% -1% 48 Time Starvation 14% 17% -3% 49 Trade deficits 14% 8% 6% 50 Time Shifting (Tivo) 13% 18% -5% 51 Developed Markets 13% 10% 3% 52 New Global Trading Blocs 12% 9% 3% 53 Buy American 12% 8% 4% 54 Long Tail 11% 9% 2% 55 Selective Outsourcing 10% 11% -1% 56 Text Analytics 10% 8% 2% 57 Off Shoring 8% 13% -5% 58 Immigration 8% 12% -4% 59 Anti-Americanism 7% 12% -5% 60 Game Theory 5% 7% -2% 61 Six Sigma 5% 8% -3% 62 Faith Based (Religion) 4% 6% -2%

Concepts: Changes in Rankings ,[object Object],[object Object],[object Object],Buzz Word that became much more important 2009 Report 2008 Report Ranking Change Ranking % of top-box (very important) Ranking % of top-box (very important) Credit Availability 23 35% 56 9% 33 Housing Markets 30 30% 44 15% 14 Alternative Energy 12 41% 23 31% 11 Trade Deficits 49 14% 60 8% 11 Lead Generation 10 43% 19 33% 9 Buzz Word that became much less important 2009 Report 2008 Report Ranking Change Ranking % of top-box (very important) Ranking % of top-box (very important) Off Shoring 57 8% 48 13% -9 Immigration 58 8% 49 12% -9 Fragmentation of Media 21 36% 11 40% -10 Time Shifting (Tivo) 50 13% 38 18% -12 Global Warming 40 23% 26 30% -14

Industry Buzz Words: Most Tired of Hearing ,[object Object],[object Object],Most tired of hearing Web 2.0 19.4% Social Networking 12.2% Social Media 11.3% Blogging 7.9% Viral Marketing 6.2% Synergy 5.8% Branding 5.1% ROI 4.9% Green 4.9% SEO 3.8%

Industry Buzz Words: Most Tired of Hearing (2009 Report VS 2008 Report) Significantly Higher (95% conf lvl) Rank Top 10 Buzzwords Tired of Hearing 2009 Report 2008 Report 1 Web 2.0 19.4% 9.1% 2 Social Networking 12.2% 6.0% 3 Social Media 11.3% 0.8% 4 Blog 7.9% 0.0% 5 Viral Marketing 6.2% 6.3% 6 Synergy 5.8% 5.6% 7 Branding 5.1% 3.2% 8 ROI 4.9% 4.8% 9 Green 4.9% 0.0% 10 SEO 3.8% 1.8% Rank Top 10 Buzzwords Tired of Hearing 2008 Report % 1 Web 2.0 9.1% 2 WOM Marketing 6.5% 3 viral marketing 6.3% 4 CRM 6.1% 5 Social Networking 6.0% 6 Synergy 5.6% 7 ROI 4.8% 8 Branding 3.2% 9 New Media 2.2% 10 Innovation 2.0%

Main Trends ,[object Object],[object Object],Significant difference (95% confidence level) Trends 2009 Report Average % of Top-Box 2008 Report Average % of Top-Box ∆ Marketing Basics 67 60 7 SEO 48 42 6 Personalization 40 36 4 Innovative Branding 33 28 5 Viral/WOM 33 27 6 Green Marketing 32 32 0 Multicultural/Ethnic Issues 31 29 2 New Media 30 26 4 Breakdown of Old Media 25 29 -4 Macro Economics 21 16 5 Tech Strategy 17 15 2 Social Issues 16 10 6 Time Starvation 14 17 -3 Outsourcing 11 13 -2 Other 9 8 1

Most Important Demographics ,[object Object],[object Object],Q: How important do you feel the following demographic groups are currently? Significantly higher (95% conf lvl) * * * * * * * *

Where Are the Opportunities? ,[object Object],[object Object],Q: Which of these regions do you feel represents the greatest opportunity currently? * “other” added as a choice in the 2009 Report

Off-Shoring ,[object Object],[object Object],Does your company engage in off-shoring any part of the marketing function? 2008 2007 Significant difference (90% confidence level) * *

Off-Shoring ,[object Object],What is your personal feeling on Off-shoring any part of the marketing function? Significantly Higher (95% conf lvl) Overall Response Among those who are currently off-shoring 2008 2007 2008 2007 N= 555 529 82 102 Top-2-box 58% 49% 28% 24% It is not as profitable as others think and is fraught with risk 18% 17% 7% 4% 2 40% 32% 21% 20% 3 23% 28% 22% 26% 4 12% 15% 27% 25% It is necessary and a good way for companies to stay competitive 7% 8% 23% 25% Bottom-2-box 19% 23% 50% 50%

Books – Last Book Read ,[object Object],[object Object],Q: What was the last business book you have read? Q: What would be your rating of this book on a 5 point scale? (5 being best) Change in Rank from 2008 Report 2009 Report Popularity Rank Title Avg. Book Rating 1 Good to Great 4.1 2 The Tipping Point 3.6 2 The World is Flat 4.6 4 Groundswell 4.3 5 Blink 3.6 6 Hot, Flat, and Crowded 4.4 7 Blue Ocean Strategy 4.2 8 Made to Stick 3.7 9 The Black Swan 4.4 9 Predictably Irrational 4.2 11 Mavericks at Work 4.3 11 Who Moved My Cheese 4.5 11 Execution 4.0 11 The New Rules of Marketing and PR 3.3 15 The Art of the Start 3.3 15 Purple Cow 3.7 15 Go Put Your Strengths to Work 4.3 15 Our Iceberg is Melting 3.5 2008 Report Popularity Rank Title Avg. Book Rating 1 Good to Great 4.3 2 The World is Flat 4.1 3 Blink 3.4 4 Blue Ocean Strategy 3.9 5 The Tipping Point 3.9 6 Long Tail 3.6 7 Made to Stick 4.3 7 Freakonomics 4.3 9 Execution 3.8 10 4 Hour Work Week 4.4 10 Age of Turbulence 4.0 10 Who Moved My Cheese 3.2 13 Wikinomics 4.5 13 Word of Mouth marketing 3.8 13 The Goal 4.7 15 New Leaders 100 Day Action Plan 4.0

Books – All Time Recommendation ,[object Object],[object Object],Q: What one business book of all time would you most recommend to fellow marketers? Change in Rank from 2008 Report 2009 Report Rank Title 1 Good to Great 2 Positioning 3 The Tipping Point 4 The 7 Habits of Highly Effective People 5 The World is Flat 5 Marketing Management 7 Crossing the Chasm 8 Built to Last 8 In Search of Excellence 8 Competitive Strategy 8 Blue Ocean Strategy 12 The Discipline of Market Leaders 13 The One Minute Manager 13 Competitive Advantage/Strategy 15 Execution 2008 Report Rank Title 1 Good to Great 2 Positioning 3 7 Habits of Highly Effective People 4 Competitive Advantage/Strategy 4 The World is Flat 6 The Tipping Point 6 Innovator's Dilemma 6 How to Win Friends and Influence People 9 Art of War 10 One Minute Manager 11 Marketing Management 11 The Goal 11 Crossing the Chasm

Marketing/Business Gurus ,[object Object],What one marketing/business Guru do you feel is most important currently? ,[object Object],Change in Rank from 2008 Report 2008 Report 1 Seth Godin 2 Steve Jobs 3 Peter Drucker 4 Warren Buffet 5 David Aaker 6 Tom Peters 6 Jim Collins 8 Jack Welch 8 Malcolm Gladwell 10 Al Ries 10 Phil Kotler 12 Ram Charan 13 Thomas Friedman 13 Al Gore 13 John Kotter 13 Jack Trout 17 Peppers & Rogers 2009 Report 1 Seth Godin 2 Warren Buffet 3 Malcolm Gladwell 4 Steve Jobs 5 Thomas Friedman 6 Jim Collins 7 Michael Porter 8 Peter Drucker 9 Tom Peters 10 Ram Charan 11 Phil Kotler 11 Jack Welch 13 Jim Stengel 13 Al Ries

Respondents Demographics ,[object Object],[object Object]

Respondents Demographics ,[object Object],[object Object],[object Object],Q: Which of the following best describes your current occupational level?

Respondents Demographics ,[object Object],[object Object],Q: Which area of Marketing do you work with most closely/frequently?

Member Demographics ,[object Object],[object Object],Q: Which area of Marketing do you work with most closely/frequently?

Major Trends in Detail (1/3) Major Trend Individual Concept % of Top Box Marketing Basics Customer Satisfaction 79% Customer Retention 76% Marketing ROI 65% Brand Loyalty 61% Segmentation 61% Quality 56% SEO SEO (Search Engine Optimization) 48% Personalization Competitive Intelligence 43% Data Mining 43% Lead Generation 43% E-commerce 39% Personalization (1to1 marketing) 36% CRM 35% Green Marketing Alternative Energy 41% Green Marketing 40% Health Awareness 26% Global Warming 23% Multicultural/Ethnic Issues Globalization 39% Multicultural 36% Emerging Markets 34% Multi-language 14%

Major Trends in Detail (2/3) Major Trend Individual Concept % of Top Box Breakdown of Old Media Fragmentation of Media 36% Time Shifting (Tivo) 13% Innovative Branding Experiential/Emotive branding 38% Leading through Creativity 33% Importance of "Stories" 31% Leading through Analytics 29% Viral/WOM Word of Mouth 42% Viral marketing 33% Blogging 23% New Media Mobile Communications 40% Electronic Media 40% SNS (Social Network Sites) 37% Web 2.0 25% CGM (Consumer Generated media) 24% Long Tail 11% Time Starvation Time Starvation 14% Macro Economics Value of US Dollar 34% Housing Markets 30% Ability to Shop/Source Worldwide 24% Global Risks 23% Global terrorism 18% Movement of skilled jobs 17% Rising Input Prices 16% Trade deficits 14% Developed Markets 13%

Major Trends in Detail (3/3) Major Trend Individual Concept % of Top Box Tech Strategy Intellectual property laws 24% Technological Disruption 23% Business Model Disruption 21% Convergence 17% New Global Trading Blocs 12% Game Theory 5% Outsourcing Out Sourcing 15% Selective Outsourcing 10% Off Shoring 8% Social Issues Credit Availability 35% Immigration 8% Anti-Americanism 7% Faith Based (Religion) 4% Other Buy American 12% Text Analytics 10% Six Sigma 5%

Concept & Buzz Word ,[object Object],Concept/Buzz Word % of Top Box Concept/Buzz Word % of Top Box Concept/Buzz Word % of Top Box Customer Satisfaction 79% Personalization (1to1 marketing) 36% Convergence 17% Customer Retention 76% CRM 35% Movement of skilled jobs 17% Marketing ROI 65% Credit Availability 35% Rising Input Prices 16% Brand Loyalty 61% Value of US Dollar 34% Out Sourcing 15% Segmentation 61% Emerging Markets 34% Multi-language 14% Quality 56% Viral marketing 33% Time Starvation 14% SEO (Search Engine Optimization) 48% Leading through Creativity 33% Trade deficits 14% Competitive Intelligence 43% Importance of "Stories" 31% Time Shifting (Tivo) 13% Data Mining 43% Housing Markets 30% Developed Markets 13% Lead Generation 43% Leading through Analytics 29% New Global Trading Blocs 12% Word of Mouth 42% Health Awareness 26% Buy American 12% Alternative Energy 41% Web 2.0 25% Long Tail 11% Mobile Communications 40% Ability to Shop/Source Worldwide 24% Selective Outsourcing 10% Electronic Media 40% Intellectual property laws 24% Text Analytics 10% Green Marketing 40% CGM (Consumer Generated media) 24% Off Shoring 8% E-commerce 39% Global Risks 23% Immigration 8% Globalization 39% Technological Disruption 23% Anti-Americanism 7% Experiential/Emotive branding 38% Blogging 23% Game Theory 5% SNS (Social Network Sites) 37% Global Warming 23% Six Sigma 5% Multicultural 36% Business Model Disruption 21% Faith Based (Religion) 4% Fragmentation of Media 36% Global terrorism 18%

Meng marketing trends report 2009

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