The state of marketing 2012 ibm's global survey of marketers final

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The State of Marketing 2012
IBM’s Global Survey of Marketers
© 2012 IBM Corporation

Businesses perform better when they have a marketing system of
engagement across all channels …
• Our Findings
• Ou...

But marketers face transformational challenges as they seek to
harness massive amounts of data and new channels to create
...

We surveyed 362 marketing professionals
worldwide, across more than fifteen industries,
...

… just 34% of marketing organizations have a sophisticated
approach to “investing” marketing resources and “engaging”
cust...

…these individuals are what we call leading marketers and they
exhibit the following characteristics
...

To become leading practitioners, marketing must …
Expand Remove Embrace a
...

Expand its role
to lead the
customer
experience
Leading marketers work for compa...

Leading marketers belong to companies that have higher revenue
and profitability growth rates of more than 10%
Leading ma...

Leading marketers have an increased scope across the 4Ps
Leading marketers NOT only have greater responsibilities for the ...

Leading marketers are extending their role beyond marketing
These marketers are more likely to lead the coordination of me...

Leading marketers engage their customers across all channels and
in real-time using different, but integrated tactics
...

Leading marketers are more innovative across mobile and social
channels engaging customers on an individual level
...

Leading marketers have greater visibility and measure their
programs to justify additional investments
85% ...

Marketers’ Next Steps
Lead the customer
experience
Collaborate with business
functions to ex...

More must be done to link insight to action for online visitor data
65% O...

Better integration required to improve email targeting & relevance
Barely a third of respondents automate email data with ...

Remove
silos and
integrate
Emerging silos?
Mobile and social
19 ...

Keeping pace with social & mobile proliferation is the biggest challenge
...

Marketers are mobilizing, but success hinges on integration
Only 21% ...

Marketers become socially awkward as experimentation abounds
Only 22% 79% ...

Remove
silos and
integrate
The Cross-channel
Imperative
23 ...

Channel spend to increase, but integration and personalization
must improve
More than 50% 7...

Inbound marketing adoption across all channels requires greater
coordination
Marketers intend to expand inbound tactics ac...

Marketers’ Next Steps
Lead the Customer Break Down Silos &
Experience Integ...

Embrace a
marketing
technology
platform
IT alignment is key to
m...

Marketing software adoption will span deployment models - requiring
a hybrid suite and greater IT collaboration
More tha...

Leading marketers have a significantly better relationship with
IT and have moved beyond mechanical and operational chall...

Leading marketers collaborate with IT and are focused on scaling
their function by developing skills and improving the usa...

Marketers’ Next Steps
Lead the Customer Break Down Silos Embrace a Marketing
Experien...

Why should I become a leading marketer?
Better Financial Performance
Marketers that have greater responsi...

How should I become a leading marketer?
Measurement Justifies Investment
Marketers need to be more accounta...

Survey Approach
Surveyed more than 350 marketing
practitioners globally about their level of
marketing te...

Respondent profiles
Respondents are from a wide range of industries, geographies and sizes
Figure: Respo...

Thank You
36 © 2012 IBM Corporation

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