2010 marketing mix survey

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

2010 Marketing Mix SurveySummary Report

Sagefrog Marketing Group, LLCSeptember 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 ObjectiveThis 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%YesNo


Most Companies Outsource on a Project Basis

4

45%

10%

17%

28%

Project BasisOngoing RetainerBothCompany does not outsource


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

5

59%

39%

2%

BothIn-houseOutsource


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 Development2. Online Marketing3. Tradeshows and Events4. Direct Marketing5. Advertising6. Marketing Planning and Brand Strategy7. Public Relations


Sources of Sales Leads (most to least)

8

1. Referrals2. Online Marketing3. Tradeshows and Events4. Email Marketing5. Telemarketing6. Advertising7. Direct Mail8. Public Relations


Return On Investment (most to least)

9

1. Referrals2. Tradeshows and Events3. Online Marketing4. Email Marketing5. Direct Mail6. Advertising7. Public Relations8. Telemarketing


Popularity of Marketing Tactics

10

Books/eBooks

Other

Webinars

Telemarketing

Online Adve

rtise

mentsSE

M

Seminars

White

papers

Print A

dverti

sements

SEO

Socia

l Media

Press Release

s

Direct

Mark

eting

Email M

arketing

Websit

es

7% 11%

33% 34% 36% 37% 40% 41% 43%52% 52% 52% 54%

71%82%


Popularity of Social Media Tactics

11

Widge

ts

Media

Shari

ng-Docu

ments

Rating a

nd Reviews

Bookmark

ing

Media

Shari

ng-Photo

s

Foru

ms and Communities

Micr

oblogs

Don't use

socia

l media

Media

Shari

ng-Video

Blogs

Socia

l Netw

orks

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% IncreaseDecreaseStay 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 SagefrogSagefrog 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, LLC196 West Ashland StreetDoylestown, PA 18901Phone: [email protected]

mailto:[email protected]

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2010 marketing mix survey