Results from The CMO Survey, February 2012 indicate that marketers continue to increase spend on social media. In the next 5 years, marketers expect to spend 19.5% of their budgets on social media, almost three times more than the current level! Within a year, marketers expect to spend 10.8% of their budgets on social media. These figures deserve a deeper investigation into what has been happening over time. First, social media spend, as a percent of marketing budgets has continued to increase over the last 2.5 years I have been measuring these levels in The CMO Survey. From the initial level of 3.5% in August 2009, we have witnessed an 111% increase to the current levels at 7.4% (see Figure 1).
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The CMO Survey Blog
Who Outsources Marketing?
January 31st, 2012
There are good reasons to outsource marketing and many companies choose to do so. Let’s look at more CMO Survey results to get a sense of what types of firms are outsourcing marketing and what financial and strategic conditions appear to give rise to outsourcing. (more…)
Outsourcing Marketing
January 24th, 2012
I asked top marketers to report how much they expected their companies to outsource marketing in the next 12 months. This percentage has grown over time as shown in Figure 1. In fact the last measurement, taken in August 2011, grew by over 100% over the prior year! (more…)
Why Hire a Marketer?
October 11th, 2011
The CMO survey reports that companies anticipate hiring 7.2% more marketers in the next 12 months. The survey also shows that consulting companies will experience the largest increase (+17.3%) followed closely by manufacturing (+14.9%), technology (+12.5%), banking/finance (+11.9%), and healthcare/pharmaceuticals (+8.3%). (more…)
Who’s Hiring? Marketing Job Prospects
October 4th, 2011
The August 2011 CMO Survey asked top marketers to report on hiring plans by responding to the forward-looking question, “Compared to the number of marketing hires last year, by what percentage will your firm’s marketing hires change in the next year?” The response was encouraging. Marketers report their companies will hire 7.2% more marketers in the next 12 months than they did the year before. These numbers are up from 6.2% in February 2011 and 4.0% in August 2010, but down from a high of 12.9% in February 2010. (more…)
