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Senior Marketers: Top Marketing Trends of 2010
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March 2010 -- The Marketing Executives Networking Group (MENG) and Anderson Analytics has issued the results of its Third Annual Survey of Top Marketing Trends. Anderson Analytics surveyed MENG’s nearly 2000 senior marketing members, focusing on the top marketing concepts, buzz words, social media strategy, and geographic and demographic considerations.
Top Five Findings:
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More than six out of 10 (66%) of marketers surveyed are more optimistic about business opportunity in 2010; 28% view 2010 similarly to 2009 while only 6% are less optimistic about the outlook.
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Social media remains hot with 70% of marketers planning new social media initiatives in 2010. Interestingly, social media, twitter and social networking ranked as the top “buzz words marketers are most tired of hearing.” Regarding companies’ presence on social media sites, large companies are more likely to have a presence on Twitter, Facebook, YouTube and MySpace; smaller companies rely more on LinkedIn.
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“Marketing ROI” moved from the third most important marketing concept in last year’s survey to the number one spot in this year’s survey, followed by “Customer Retention” and Brand Loyalty.” In addition, “Mobile Marketing” and “Social Media” officially made the top-10 concept list for the first time this year.
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Overall marketing executives say they are more likely to rely on internal employees for their social media initiatives than any outside firms. Companies that are going outside for help with social media strategy and implementation are much more likely to look to social media consultants, and to a lesser degree interactive agencies, than to advertising agencies or public relations firms.
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China was still ranked as the top geographic opportunity for growth, followed by India, Latin America and Brazil. In addition, among the various target demographics, MENG members still feel that Boomers represent the best opportunity for customer targeting, followed by women and Hispanics. The overall importance of different demographics has not changed significantly since last year’s survey.
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Source: MENG, news release, Marketing Executives Networking Group & Anderson Analytics Release Results of Third Annual Top Marketing Trends Survey (Word document) , March 2, 2010. View full report (PPT).
About the Study: Anderson Analytics conducted the Top Marketing Trends survey among current MENG nearly 2,000 members between January 11 and February 8, 2010. Anderson Analytics used text-mining software to code open-ended/free form text answers to questions in order to best understand what issues were top-of-mind among the senior executives. The 533 responses yield a confidence interval of +/-3.64%.
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