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Social media is an essential marketing tool that most companies are embracing in 2010: 70% of senior marketing executives surveyed are planning new social media initiatives during the year, according to a new survey from Marketing Executives Networking Group (MENG) and Anderson Analytics.

Below, other findings from the Third Annual Survey of Top Marketing Trends among senior marketing executives.

Among those using social media, large companies (2,000+ employees) are more likely than smaller companies (fewer than 2,000 employees) to have a presence on Twitter (47% vs. 31%), Facebook (63% vs. 39%), YouTube (35% vs. 16%), and MySpace (13% vs. 3%); smaller companies, however, are more likely to have a presence on LinkedIn (47% vs. 36%).

Regarding personal use of social media, LinkedIn and Facebook are the sites most popular among all executives. However, marketing executives at smaller companies (15%) are significantly more likely to have a personal blog than those at larger companies (6%).

Meanwhile, some marketers are beginning to tire of social media-related buzzwords, including social media itself (29.1%), Twitter (14.8%), and social networking (7.5%)—the top 3 buzzwords marketing executives are most tired of this year.

2010: Business Prospects and Marketing Budgets

Nearly two-thirds (66%) of marketers are more optimistic about business opportunities in 2010, while 28% view 2010 as being similar to last year, and just 6% are less optimistic about the business outlook this year. 

Compared with 2009 levels, more marketing executives are planning increases in their budgets: 24% plan to increase their annual 2010 marketing budgets, compared with 11%  who said so last year. Meanwhile, 27% plan to reduce their annual budgets, compared with 51% last year.

However, larger companies are less optimistic: Only 21% of large companies plan to increase their marketing budgets in 2010, while over one-third (35%) plan to reduce their marketing spend this year.

Overall, marketers' 2010 budgets still favor offline marketing (55%) over online (45%), with smaller companies investing a larger percentage of their budgets in online (48%) compared with larger companies (30%).


Looking for real, hard data that can help you match social media tools and tactics to your marketing goals? The State of Social Media Marketing, a 240-page original research report from MarketingProfs, gives you the inside scoop on how 5,140 marketing pros are using social media to create winning campaigns, measure ROI, and reach audiences in new and exciting ways.


Top 15 Marketing Concepts, Buzzwords

Marketing ROI is the most important marketing concept this year, cited by 58% of marketing executives, followed both by customer retention and by brand loyalty (53% each ) and positioning/differentiation (52%).


Mobile marketing (44%) and social media (42%) this year emerged among the top 15 concepts, for the first time. 

Market Opportunities

Marketing execs rank China (44%) as the top geographic opportunity for growth, followed by India (20%), Latin America (8%), and Brazil (8%).

Among the various target demographics, marketers say Boomers (79%) represent the best opportunity for customer targeting, followed by women (65%), and Hispanics (62%). The overall importance of different demographics has not changed significantly since last year's survey. 

Top Marketing Sources: Gurus, Books, and Publications

The main sources of marketing inspiration remained practically the same this year: Seth Godin is the favorite marketing/business guru, followed by Steve Jobs (No. 2), Philip Kotler (No. 3), and Warren Buffet (No. 4).

Two social media-focused gurus, David Meerman Scott (No. 8) and Chris Brogan (No. 9), this year made the list for the first time.

Regarding recommended reading, marketing executives selected the following books as their top 5 favorites:

  1. Outliers
  2. Good to Great
  3. Blue Ocean Strategy
  4. Made to Stick
  5. Freakonomics

Among publications, Advertising Age, both online and offline, is the most popular publication among senior marketing executives:

Online favorites include MediaPost (6%), SmartBrief (6%), and MarketingProfs (5%), while top offline publications include the Wall Street Journal (13%), Fast Company (9%), and the Harvard Business Review (8%).

Top Brands

Apple is the brand most respected brand among marketing executives. Below, the complete list of brand favorites:

  1. Apple: 57.4%
  2. Procter & Gamble: 15.0%
  3. Google: 8.7%
  4. Coca-Cola: 5.8%
  5. Nike: 4.1%
  6. Zappos: 3.1%
  7. American Express: 2.7%
  8. Amazon: 2.4%
  9. IBM: 2.2%
  10. Target: 1.9%

About the data: Anderson Analytics conducted the Top Marketing Trends survey among 533 Marketing Executives Networking Group (MENG) members from Jan. 11 to Feb. 8, 2010.


Looking for real, hard data that can help you match social media tools and tactics to your marketing goals? The State of Social Media Marketing, a 240-page original research report from MarketingProfs, gives you the inside scoop on how 5,140 marketing pros are using social media to create winning campaigns, measure ROI, and reach audiences in new and exciting ways.


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