2010 marketing mix survey

© 2001-2010 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

2010 Marketing Mix Survey Summary Report

Sagefrog Marketing Group, LLC

August 2010

© 2001-2010 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 2

Survey Profile • Survey implemented during the summer of 2010 • Online questionnaire with 100 respondents • Broad industry distribution overweighed in the health and technology markets • Primarily marketing management professionals • Geographically focused in the greater Philadelphia and New Jersey area

Research Objective This survey was conducted to gain insights into marketing practices and uncover what marketers are doing to implement successful marketing tactics. Data from previous years’ surveys were used to identify marketing trends.


Most Companies Have a Formal Marketing Plan

3

59%

41% Yes

No


Most Companies Outsource on a Project Basis

4

45%

10%

17%

28% Project Basis

Ongoing Retainer

Both

Company does notoutsource


Most Companies’ Marketing Needs are fulfilled via In-house and Outsourcing

5

59%

39%

2%

Both

In-house

Outsource


Percentage of Companies’ Overall

Budget Invested in Marketing

6

11%

6%

16%

34%

20%

13%

>15%

15%

10%

5%

1%

<1%


Amount of Marketing Budget Spent (most to least)

7

1. Website Development 2. Online Marketing 3. Tradeshows and Events 4. Direct Marketing 5. Advertising 6. Marketing Planning and Brand Strategy 7. Public Relations


Sources of Sales Leads (most to least)

8

1. Referrals 2. Online Marketing 3. Tradeshows and Events 4. Email Marketing 5. Telemarketing 6. Advertising 7. Direct Mail 8. Public Relations


Return On Investment (most to least)

9

1. Referrals 2. Tradeshows and Events 3. Online Marketing 4. Email Marketing 5. Direct Mail 6. Advertising 7. Public Relations 8. Telemarketing


Popularity of Marketing Tactics

10

7% 11% 33% 34% 36% 37% 40% 41% 43%

52% 52% 52% 54%

71% 82%


Popularity of Social Media Tactics

11

1% 10% 11% 13% 18% 23% 27% 28%

28%

43%

63%


About Half of Companies’ Plan to Increase Budget in 2011

12

48%

11%

41% Increase

Decrease

Stay the same


Marketing Trends

• The majority (60%) of the companies are using both in-house resources and outsourcing to marketing agencies on a project basis

• Over the past 5 years, “5% of the overall budget is invested in marketing” is most common response; with an increasing percentage spent on website development and online marketing (2006 through 2010)

• The greatest percentage of marketing budgets are spent on website development, online marketing, tradeshows & events, direct marketing and advertising

• The greatest source of leads and Return-On-Investment are referrals, online marketing, tradeshows & events and email marketing

• The most utilized social media tactics are social networking sites such as Facebook and LinkedIn; as well as Blogs with usage rates of 63% and 43% respectively

• Despite the economy, approximately half of companies plan to increase their 2011 marketing budget


About Sagefrog Sagefrog Marketing Group is a full service marketing, interactive and public relations company. Sagefrog specializes in health, technology and business marketing for companies based in the greater Philadelphia and New Jersey area. We utilize strategy, creativity and a proven process to help our clients reach the next level. Our services include: • Marketing Strategy and Tactics • Brand Positioning, Messaging and Identity • Website and Graphic Design • Online Marketing – SEO, SEM, SMM • Public Relations Services • Advertising and Trade Show support • Direct and Email Marketing Contact us and we will leap into action! Sagefrog Marketing Group, LLC 196 West Ashland Street Doylestown, PA 18901 Phone: 215-230-9024 [email protected]

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2010 marketing mix survey

Documents

marketing budget

online marketing

direct marketing

marketing trends

email marketing

marketing agencies

marketing planning

marketing practices