A survey of the 1,200 attendees at the annual Masters of Marketing Conference put on in October by the Association of National Advertisers 2008 showed some interesting, perhaps even contrarian, trends. A partial list of the questions asked and their resposnes is show below.
In short Marketers expect to spend the same or more on marketing and media in 2009 as they did in 2008. Their favorite media for this spend (in order) are: Social Media, grassroots, 30 second spots and web advertising. This definitely shows a continuing trend away from newspapers, magazines and tv toward the web, however, there are varying opinions as to where in Social Media to invest. While YouTube and Facebook were the favorite destinations among the attendees, "None" was the overall winner when they were asked "What is your preferred social media site for driving brand growth?"
This is definitely a positive sign for the market and one that highlights the strategy we discussed in a previous post where we argues that now was an excellent time to communicate with our customers and constituents and really make inroads vis-a-vis our competitors.
In short Marketers expect to spend the same or more on marketing and media in 2009 as they did in 2008. Their favorite media for this spend (in order) are: Social Media, grassroots, 30 second spots and web advertising. This definitely shows a continuing trend away from newspapers, magazines and tv toward the web, however, there are varying opinions as to where in Social Media to invest. While YouTube and Facebook were the favorite destinations among the attendees, "None" was the overall winner when they were asked "What is your preferred social media site for driving brand growth?"
This is definitely a positive sign for the market and one that highlights the strategy we discussed in a previous post where we argues that now was an excellent time to communicate with our customers and constituents and really make inroads vis-a-vis our competitors.
Survey results below:
How will you adjust your current marketing and media plans to account for the recent downturn in the financial markets?
- Spending will be constant / marketing mix will be reallocated (33%)
- Surprisingly, we will spend more (27%)
- Spending will be reduced (33%)
- No changes, we will keep everything status quo (8%)
As you look toward 2009, how much do you plan to spend on marketing vs. 2008?
- Increase spending more than 10% (26%)
- Increase spending less than 10% (13%)
- Hold stable (28%)
- Decrease spending less than 10% (14%)
- Decrease spending more than 10% (19%)
Which discipline will offer your brand the largest opportunity for growth?
- Traditional 30-second spots (17%)
- One page advertisements in a newspaper/magazine (7%)
- Web advertising (16%)
- Social media integration (28%)
- Direct Marketing (7%)
- Grassroots, viral public relations (19%)
- Radio (5%)
What is your preferred social media site for driving brand growth?
- None (32%)
- YouTube (20%)
- facebook (18%)
- All (12%)
- LinkedIn (10%)
- MySpace (6%)
- Twitter (3%)
