A recent survey revealed just how much pressure chief marketing officers are facing. Of those surveyed, 89% said they were facing intense scrutiny, with the most pressure being placed on showing returns on investments. “Increasingly, it is important for marketers to be able to justify their expenses,” said Peter Sargent, vp, Jupiter Research. “We need to get smarter as a community as we assess just how effective our brand messaging is.”

To cope with the mounting pressure, CMOs are:

• Seeking to increase yield/accountability by evaluating spending (64%)
• Improving customer communications with existing resources (47.3%)
• Focusing on customized communication technologies (40.9%)
• Investing in Internet/mobile channels (38.7%)
• Utilizing CRM and sales automation applications (31.5%)

To read other plans CMOs have for 2009, click here.

Looking forward to 2009, more than a quarter of recently surveyed small business owners plan to spend more on advertising, and another 60% plan to spend about the same as in 2008.

The Ad-ology Small Business Marketing Outlook survey found that small business owners are cautiously optimistic going into 2009. While 25% stated they are fearful about the current economic situation and 58% are concerned, 83% expect 2009 sales to be up or about the same as 2008.

When broken down by media type, over half of small business advertisers plan to spend the same or more on the following: Online advertising (69%), Yellow Pages (54%), newspapers (51%), and direct mail (51%).

“Small business owners rely on advertising sales reps for guidance and are clearly looking for consultative partners in the advertising process,” said C. Lee Smith, president and CEO of Ad-ology Research. “They are more likely to purchase advertising from those that understand their business,” Smith said.

Other key findings from the survey:
• “Knows my company/line of business” is the top attribute small business owners look for in a media advertising sales rep. “Delivers what they promise” is the second most desirable attribute.
• 52% of small business owners surveyed agree with the statement “you can gain market share by marketing while your competitors are cutting back.”
• 74% believe their company “must be one of the first 2-3 that come to a customer’s mind” when they need what the small business owner is selling.
• More than half of respondents plan to spend the same or more time and money on their Web sites and email marketing in 2009.
• The majority of small businesses are not using other emerging media: 77% do not use online video, 83% do not podcast, and 82% do not use mobile advertising.

The Small Business Marketing Survey was conducted in October 2008 by Ad-ology Research to study the attitudes of small business owners. The Small Business Marketing Outlook report is available for purchase through Ad-ology.net.

ABOUT AD-OLOGY RESEARCH

Ad-ology Research analyzes key marketing and advertising trends in over 370 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. – a Westerville, Ohio firm founded in 1989.

METHODOLOGY

Ad-ology Research surveyed an online panel of 863 owners of U.S. businesses with less than 100 employees in October 2008. The margin of error for this survey is +/- 3.34 percentage points.

Nearly 80 percent of recent home computer and computer accessory buyers rated brand name as an important or very important factor in their buying decision, according to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey.

The survey also found that online media increasingly influences buyers. A majority of respondents said they were influenced by manufacturer Web sites (74.5%) and online product reviews (68.2%).

A higher percentage of respondents prefer to buy these products online versus other retail categories studied. Nearly 40 percent of computer purchasers surveyed prefer to buy online, and that figure jumps to nearly 60 percent for the 35-to-44 age group.

That age group also showed a considerably higher rate of influence by social networks and consumer generated media with nearly 84 percent of respondents reporting some or significant influence.

“Successful manufacturers provide the technical details consumers want and monitor user generated content,” said C. Lee Smith, president and CEO of Ad-ology Research. “Online product reviews are very influential and these online conversations help build brand loyalty, and ultimately reinforce the purchase decision,” Smith said.

Other key findings from the survey:
• Of recent buyers, the breakdown by age category is very evenly split, even across the older demographics
• Approximately 44 percent of males prefer buying computers/computer accessories online, compared to 29 percent of females
• Young purchasers (18 to 24) say the latest trend is an important factor in the purchase decision
• Online video was most influential for purchasers ages 44 and under

The Media Influence on Consumer Choice survey is conducted quarterly by Ad-ology Research to study on- and off-line media influence on buying decisions.

The full report, “Media Influence on Consumer Choice: Computers, Computer Accessories” can be purchased online through Ad-ology. The 58-page downloadable report is $495 and features 24 data charts, consumer-spending estimates by market, and additional marketing insights.

Desire for Product Safety, Educational Toys Shows Opportunity for Independent Toy Stores

More than half of recent toy purchasers rank manufacturer and store websites as having some influence on their buying decision, according to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey. Product reviews and other information and advertising found online also play a role in influencing buying decisions.

The Ad-ology survey also indicates “product quality” and “price” are the most important factors as consumers shop for toys, followed by “product safety” and “educational value.”

“These results reveal an opportunity for independent toy retailers who specialize in unique, high quality and educational toys and whose stores feature sales personnel knowledgeable about toys and child development,” said C. Lee Smith, president and CEO of Ad-ology Research. “It is critical toy retailer web sites show the quality and value of what they’re selling, the breadth of product selection and the expertise they provide.”

Other key findings from the survey:
• Nearly 84% of consumers say they still prefer to buy toys at a store as opposed to online.
• Those with high incomes, males, and married consumers report the most preference for online toy purchases.
• 65 percent of recent toy purchasers were influenced by information or advertising from television. Newspapers and magazines were also among the most influential traditional media.
• Half of households with children under 18 recently purchased toys, compared to only 18% of those without.

The Media Influence on Consumer Choice survey is conducted quarterly by Ad-ology Research to study on- and off-line media influence on buying decisions.

The full report covering “Media Influence on Consumer Choice: Toys” is available through Ad-ology and can be purchased online at http://www.ad-ology.net. The 48-page downloadable report is $495 and features 27 data charts, consumer-spending estimates on toy purchases, and additional marketing insights.