2009 Marketing Industry
Trends Report
“…a community effort”
July, 2009
Table of Contents
2
2009
Marketing
Industry
Trends
Equation
Research
Background and Methodology
3
Community Questions
4
Key Findings and Implications
5-6
Detailed Findings
7-26
Meaning of Social Media
7-11
Current and Intended Social Media Use
12-14
Barriers to Social Media
15-17
Social Media Tools Used
18-20
Social Media Measurement
21-23
Marketing Channel - Allocation
24-25
Marketing Channel - Forecast
26-28
Channel With the Most Promise
29-31
Mobile Marketing
32-34
Corporate Responsibility Initiatives
35-36
Appendix I – Sample Profile
38-39
Appendix II – About Equation
40
Info@equationresearch.com
Background and Methodology
3
2009
Marketing
Industry
Trends
Equation
Research
Background “…a community effort”
Equation‘s annual Marketing Industry Trends survey was created to monitor how
the world of Marketing is evolving with the changing consumer/media landscape.
The 2009 study is unique in that we opened up survey development to the
Marketing Community—and did so by leveraging a Web 2.0 strategy of
―crowdsourcing‖ the survey questions directly from marketers. Christina Kerley
(―CK‖) engaged the marketing community to create questions and submit topics on
what they wanted to know through posts on the leading industry marketing blog
MarketingProfs Daily Fix and her own Marketing Blog.
To the best of our knowledge, it‟s the first time a trends survey of this size
has been constructed by and for the community it‟s targeting.
Our original invitation via a post by CK on the MarketingProfs blog produced
outstanding feedback , spurring diverse and thoughtful questions covering social
media and emerging marketing tactics. The focus of this report will be to help
answer these questions, bring together common threads of insight and develop
some useful and actionable implications for the community.
Methodology
Email invitations were sent to over 50,000 marketing professionals to take part in a
ten minute online survey. Responde