• Embed Doc
  • Copy Link
  • Readcast
  • Collections
  • CommentGo Back
Download
 
2009 Marketing IndustryTrends Report
 “
…a community effort
” 
July 26, 2009
 
Table of Contents
2
2009MarketingIndustryTrends
EquationResearch
Background and Methodology3Community Questions4Key Findings and Implications5-6Detailed Findings7-26
Meaning of Social Media 7-11Current and Intended Social Media Use12-14Barriers to Social Media15-17Social Media Tools Used18-20Social Media Measurement21-23Marketing Channel -Allocation24-25Marketing Channel -Forecast26-28Channel With the Most Promise29-31Mobile Marketing32-34Corporate Responsibility Initiatives35-36
 Appendix I
 –
Sample Profile
38-39
 Appendix II
 –
 About Equation
40
 
Background and Methodology
3
2009MarketingIndustryTrends
EquationResearch
B
ackground “…a community effort” 
Equation‘s annual Marketing Industry Trends survey was created to monitor how
the world of Marketing is evolving with the changing consumer/media landscape.The 2009 study is unique in that weopened up survey development to theMarketing Community
 —
and did so by leveraging a Web 2.0 strategy of 
 ―crowdsourcing‖ the survey questions
directlyfrom marketers. Christina Kerley
(―CK‖) engaged the marketing community to create questions and submit topics on
what they wanted to know through posts on the leading industry marketing blogMarketingProfs Daily Fixand her ownMarketing Blog.
To the best of our knowledge, it‟s the first time a trends survey of this sizehas been constructed by and for the community it‟s targeting.
Our original invitationvia a post by CK on the MarketingProfs blog producedoutstanding feedback , spurring diverse and thoughtful questions covering socialmedia and emerging marketing tactics. The focus of this report will be to helpanswer these questions, bring together common threads of insight and developsome useful and actionable implications for the community.
Methodology
Email invitations were sent to over 50,000 marketing professionals to take part in aten minute online survey. Respondents were targeted from marketing industrycontact lists provided by Equation Research, AdWeekMedia Group and AuthenticResponse. See page 40 for more information about these companies. A total of 1,469 respondents representing advertising/marketing agencies, brands,non-profits, consulting firms and research suppliers took the survey. Responseswere collected from June 3
rd
-July 2
nd
, 2009.This analysis focuses on marketers working for brands directly (18% of totalsample) and advertising/marketing agencies (33% of total sample). A full sampleprofile can be found on pg. 38-
39. In several sections of this report we‘ve
examined differences in response by company size and although the sample sizescan get rather small in these cases and should be used with caution, the results
are quite interesting from a ‗directional‘ standpoint.
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...
You must be to leave a comment.
Submit
Characters: ...