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.”
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.