Marketing Outlook 2010

Overview

The 2010 Marketing Outlook Survey, the largest independent assessment of global senior marketing executives today, is an annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council. Given the economic challenges and market pressures worldwide, this year's review of '09 performance and '10 challenges and intentions is far deeper and wider than before. The results of this study will be extremely valuable to all participants seeking peer-level input and consensus on critical issues and priorities in the year ahead.

background

The 2010 Marketing Outlook Survey, the largest independent assessment of global senior marketing executives today, is an annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council. Given the economic challenges and market pressures worldwide, this year's review of '09 performance and '10 challenges and intentions is far deeper and wider than before. The results of this study will be extremely valuable to all participants seeking peer-level input and consensus on critical issues and priorities in the year ahead.

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Facts & Stats

Among the top level findings:

Investing in digital demand generation and online relationship building ranks among the top initiatives being taken to maximize the impact and value of marketing in 2010

38 percent of respondents say they are exploring alternative media and new routes to market, while 62 percent will be crunching customer data to improve segmentation and targeting

Some 35 percent of marketers expect to initiate or undertake transformational marketing projects to improve go-to-market effectiveness

The 60-plus-page report is now available for download and includes key data points specific to:

Top accomplishments in the preceding year and management mandates for the year ahead

How current economic conditions and business factors and forces are impacting plans and budgets

Breakdown of spend across operational and demand generation activities, along with detailed data about the shifts in where and how marketing dollars are being allocated

Strategic initiatives and investments to increase marketing efficiency, proficiency and effectiveness

Evaluation and embrace of digital marketing systems, programs and alternative media channels

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Articles