2009 Marketing Outlook SurveySetting the course for marketing strategy and spending |
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More than 650 marketers at companies worldwide participated in this year’s Chief Marketing Officer (CMO) Council Marketing Outlook survey. The survey, sponsored jointly by Deloitte Consulting LLP, Jigsaw and Ad-ology, explores:
- Professional and organizational goals of the CMO
- How marketers measure their value to the business
- Broad market factors that are influencing CMO priorities for program and technology spend
- 2009 budget allocations
The results revealed that, despite a restrained economy, marketers see budgets holding up well, with dollars being stringently controlled and directed against growing and retaining market share.
Additional findings reveal:
- Almost half of respondents will decrease spending somewhat, with 19 percent anticipating cuts of more than 15 percent.
- Marketers remain committed to their personnel, which represent 42 percent of budgets, and plan to invest in retraining employees for the digital age rather than replacing them with new talent.
- Spending on online media and related marketing activities is expected to be approximately 50 percent higher than on traditional media among all respondents.
To learn more about the third annual 2009 Marketing Outlook Survey, please download the executive summary below. View Deloitte's perspective on the survey results. The full report, including detailed findings of the survey, is available through the CMO Council.
2009 Marketing Outlook Survey
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