Digital Marketing Survey
Summary of Findings For Club Members May 19, 2009
Pete Krainik
Founder The CMO Club
Austin Bankhead
CMO Programs Director Omniture
Survey Methodology
The CMO Club Digital Marketing Survey was conducted among members of the CMO Club, an 800member organization comprised of executives who are the most senior marketing executives within in their respective organizations. The survey was administered online February 3-March 30, 2009. 102 CMO respondents completed the survey. Survey design, tabulation, and analysis were conducted by Omniture in consultation with The CMO Club leadership. For more information about the survey, contact: Pete Krainik Founder, The CMO Club Pete.Krainik@thecmoclub.com www.TheCMOClub.com Austin Bankhead CMO Programs Director, Omniture abankhead@omniture.com www.Omniture.com
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Survey Objectives
1. Identify key insights and benchmarks for Chief Marketing Officers a) Usage and effectiveness of specific tools b) Relative priority of digital marketing benefits c) Identify best practices, CMO insights, and areas for further analysis and CMO conversations 2. Create baseline metrics for future CMO progress reports 3. Share “CMO worthy” insights and approaches with the industry
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Profile of 102 CMO Respondents
Industry Business Type Annual Revenue
$1 billion+ $50-999 million $5-50 million $0-5 million Confidential* 25% 24% 28% 17% 8%
*Based on survey responses and comments, CMOs with “confidential” annual revenue appear to work at smaller organizations.
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CMO Self-Evaluation
“I (the CMO) understand how to use digital marketing to achieve our marketing objectives.” How effectively CMOs’ company currently uses digital marketing compared to:
41% 35% 30% 24% 16% 16% 13% 33% 30%
One Year Ago
Top Competitors
More Effectively
CMO's Overall Industry
Much More Effectively
About the same
• Most CMOs advanced their digital marketing effectiveness last year • Smaller-company CMOs more confident in their own digital capabilities
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Benefits of Digital Marketing
Relative rank of digital marketing benefits*
• Cost-effective acquisition and conversion seen as greatest benefits • CMOs are more focused on customers than on their own credibility
*Respondents allocated 100 “votes” across these six categories
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Top Digital Marketing Challenges For CMOs
Extent to which following items are challenging for CMOs
• Top challenge is measuring impact of online spend on offline behavior • Staying up to date and finding insight also challenging • Finding digital expertise in employees and agencies less of a challenge
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Satisfaction With Digital Marketing Platforms
Ability of CMO’s technology platform(s) to deliver against selected criteria
• Overall, CMOs see lackluster platform performance • Measurement and execution relative bright spots • Dashboards and system integration biggest improvement opportunities
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Preferred Sources For Digital Marketing Insight
Resources most likely to be used for digital marketing insight in 2009
• Peer groups are #1 source • Digital marketing websites and industry events nearly tie for #2 • Vendors, industry analysts, and digital agencies have similar credibility
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Digital Marketing Prowess of Organization
[Constituents] understand how to use digital marketing to achieve company marketing objectives
• Direct reports and primary agencies have stronger digital capabilities • Lower-level staff and non-marketing peers appear to lack appropriate digital marketing understanding
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Evaluation of Digital Marketing Tools
Relative effectiveness of digital marketing media*
100% 80%
Percent
• CMOs find most value from more established digital media • So far, social media’s buzz bigger than its ROI • Mobile digital marketing tools viewed as least effective—even though mobile use has grown
60% 40% 20% 0%
Effective or Very Effective
"Not Used", "Don't Know", or "N/A"
*Five point scale ranging from “Very Ineffective” to “Very Effective”
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Usage of Digital Marketing Tools for Testing
Extent to which CMO’s company uses digital marketing tools to test indicated types of marketing programs/decisions
• CMOs not leveraging capabilities of digital testing tools • Very limited CMO testing of pricing decisions
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Most Respected Companies In Digital Marketing
“Please enter the names of up to three companies, regardless of industry, that you consider to be leaders in digital marketing.”
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Amazon.com (29 votes) Apple Google Microsoft Cisco Dell eBay Facebook Obama Campaign Ford (6 votes)
• Leaders include several wellknown brands • Fact that large number of companies were considered leaders may underscore ongoing evolution of digital marketing
Respondents listed 144 companies.
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Thank You To Our Partner
Omniture: Largest Technology Company Focused on CMOs and Marketers
• • • • • • • • • •
Leader in Online Business Optimization Public Company (NASDAQ: OMTR) $310M+ Revenue in 2008; Over 5,200 customers Global Reach: 1,200 Employees; 15 Countries Media: 5 of top 10 Retail: 6 of top 10 CPG: 7 of top 10 Auto: 11 of top 15 Travel: 4 of top 5 Banking: 4 of top 5
COMPANY
INDUSTRY LEADERSHIP
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May 19, 2009