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EMC Survey 2006 vs. 2008
Key Comparative Results
Main company
concerns
The overall picture in 2008 is very similar to that of 2006.
The hierarchy of concerns remains by and large unaltered, with no major
differentiations. We have to note however some movements, such as the
rise of internal communication, as well as downsizing (though not to the
extent one might expect given the overall global climate).
Please state to what degree the following issues concern your
company (% of ‘concerns very much’).
2008
2006
52%
53%
Customers´retention and loyalty
40%
42%
Customer recruitment
36%
35%
Innovative thinking
33%
34%
Management of innovation proccess
31%
29%
Diminishing production costs
23%
24%
Globalisation as an opportunity
26%
24%
Corporate sustainability marketing strategy
Internal communication
23%
Increased knowledge of employees
17%
Management of the process of change
17%
17%
22%
6%
5%
Globalisation as a threat
Downsizing
5%
0%
Base: Total Sample 2006/2008
28%
9%
10%
20%
30%
40%
50%
60%
Company
Practices
Though there are no major shifts, the overall picture denotes an increase
in reported practices (at worst, they remain to the same levels).
Bigger rises are recorded in the application of customer satisfaction
surveys and the reported internal understanding of the Organisational
brand.
Are the statements below true for your company?
Please select the level of commitment (% of ‘often’ &’ very often’).
2008
2006
70%
Our business strategies are defined by the need to create greater
value for our customers
70%
All our business activities/functions (i.e. Marketing, sales,
production, R&D, financial, etc.) operate under a common
philosophy intending to serve the needs of the market
67%
66%
55%
We decide on our brand proposal based on how customers
perceive it and feel it
53%
We actively take into account what is important for our
customers using surveys, personal interviews, questionnaires,
etc.
53%
53%
55%
We measure regularly the level of satisfaction of our customers
48%
Our employees understand the essence of our brand, what it
stands for and its "Unique Brand Proposal" compared to our
competitors
52%
46%
0%
Base: Total Sample 2006/2008
10%
20%
30%
40%
50%
60%
70%
80%
Marketing dept. and
functions
At the level of the control that the marketing department exerts over its
functions, there are quite noticeable differences between 2006 and 2008.
We must note that the makeover of the participants’ companies in terms
of size is very similar, so differences cannot be attributed to that factor.
The overall level of control is slightly higher (37% vs. 35% on average), but
the biggest positive changes are reported in terms of communication
strategy, the marketing budget and pricing – while on the other end of the
spectrum control over market research and sales goal setting goes down.
Over what decisions does the Marketing Department have influence or
control? Please select the level of influence (% of ‘total control’).
2008
2006
53%
54%
Selection of advertising agencies
Organization of the marketing department
51%
Communication strategy and its implementation
32%
Hiring of marketing staff
47%
38%
17%
Definition of target markets and sales goals
Definition of Commercial Action Plan
29%
27%
16%
Distribution strategy and trade marketing
Size of the marketing budget
33%
23%
19%
Pricing policy
45%
30%
24%
Launch and development of new products/services
29%
51%
18%
0%
Base: Total Sample 2006/2008
57%
47%
Selection of market research companies
10%
54%
20%
30%
40%
50%
60%
The future of
marketing & marketers
Though the overall outlook is not different, we can say that the degree of
optimism is slightly lower in 2008.
The Marketing Department and the future of marketers.
Do you agree with the statements below?(% of ‘agree/strongly/totally’).
2008
2006
In the long run, the relevant power of the marketing
department and its functions in a company should be
expected to increase
87%
96%
79%
Marketing is expected to perform a dominant role in the
Boardroom
93%
In the long run, marketeers will be envolved in crossfunctional workgroups covering different areas of the
business
82%
86%
The salary of a marketing executive will grow faster than
the average salary of other executives in the
marketplace
82%
83%
91%
Brand management will be at the top of all corporate
functions
83%
Medium term brand startegies can be implemented
without short term pressure for profits
82%
76%
0%
Base: Total Sample 2006/2008
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Main workplace
concerns
The levels of 2008 are very close to those of 2006, however there are
some notable differences.
Higher revenue seems to be a somewhat bigger concern, while the
development of new skills and the better work-life balance seem to fall a
little in terms of prevalence.
What are the major concerns in your workplace?
(% of ‘concerns very much’).
2008
2006
37%
40%
Development of new skills
34%
34%
Better management of the information flow in my work
32%
32%
More participation in the strategic decision process
25%
Better balance between private life and work
More clear goals and responsibilities for myself and my
department
28%
28%
Higher revenue
27%
31%
25%
26%
Better relationships with all departments
0%
Base: Total Sample 2006/2008
29%
10%
20%
30%
40%
50%
Marketing executive
ideal profile
The profile of the idea marketing executive is surprisingly stable between
the two measurements, with the hierarchy of attribute remaining
practically identical, at least among the top positions.
The top characteristics of strategic thinker and innovator are further
enhanced in terms of importance.
Select the 5 most important characteristics of a successful marketing
executive – (% of people)
2008
2006
91%
87%
Strategic thinker, perceptive/insightful
71%
68%
Inventive, innovative
57%
61%
Person with vision
54%
56%
Competent people´s manager
45%
46%
With principles, moral, ethical
Competent negotiator
29%
34%
Flexible
34%
33%
30%
32%
Daring, subversive, ready to take the risks
22%
24%
Persistent
23%
21%
Sociable
22%
19%
Systematic
16%
15%
Competent crisis manager
0%
Base: Total Sample 2006/2008
20%
40%
60%
80%
100%
Sources of
information
Though the general picture is pretty much stable, electronic media are
further increased in terms of importance, while conventional ones slightly
diminish.
What sources do you use for your own information?
(% of ‘often’ &’ very often’).
2008
2006
93%
Internet
92%
76%
National magazines / Newspapers
79%
48%
Intranet
53%
47%
International magazines / Newspapers
49%
48%
Tv
42%
0%
Base: Total Sample 2006/2008
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Interest
on topics
The average level of interest expressed across topics, increases quite
significantly in 2008 (from 27% to 32%), revealing an evolution towards an
across-the-board knowledge.
Leaving aside the very low-interest topics, the most significant increases
are recorded in the case of New Media (+50%), CSR (+45%), Promotion
(+29%), and Industrial/B2B (+25%). Advertising and Consumer Marketing
are the only topics that display a slight decrease.
State your level of interest in each one of the following areas
(% of ‘interests me very much’). 1 of 3
2008
2006
Market Segmentation and Targeting
Branding
50%
42%
Consumer behaviour / psychology
41%
38%
Consumer marketing
37%
Advertising and communications
Services marketing
41%
46%
41%
37%
Data base marketing / CRM
34%
Industrial marketing / Business-to-Business
32%
0%
5%
10%
15%
20%
25%
30%
35%
46%
41%
39%
New Product Development
Base: Total Sample 2006/2008
50%
43%
38%
40%
40%
45%
50%
State your level of interest in each one of the following areas
(% of ‘interests me very much’). 2 of 3
2008
2006
International marketing
31%
Sales
31%
29%
Market research
28%
Public Relations
27%
Strategic / Account Planning
27%
Direct Marketing
26%
Internal marketing / Corporate culture
26%
New media
26%
Experiential marketing
24%
0%
Base: Total Sample 2006/2008
10%
20%
36%
31%
31%
33%
29%
31%
39%
27%
30%
40%
50%
State your level of interest in each one of the following areas
(% of ‘interests me very much’). 3 of 3
2008
2006
Design
23%
Sponsoring / Events
22%
Promotion
21%
Customer Service / Account management
21%
Corporate Social Responsibility
19%
Retailing
13%
Franchising
4%
Logistics
3%
0%
Base: Total Sample 2006/2008
25%
27%
25%
29%
20%
Sensorial marketing
5%
27%
22%
16%
7%
6%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Degree of interest
for EMC accreditation
Finally, the levels of interest displayed for the EMC accreditation are
clearly on the rise.
Degree of interest for EMC Accreditation
(% of ‘interests me very much’).
For the Marketing Community/ professionals in your country
Personally
43%
2008
42%
33%
2006
33%
0%
5%
Base: Total Sample 2006/2008
10%
15%
20%
25%
30%
35%
40%
45%
50%
Thank you!