Welcome, Guest [Sign In]

March 2008 - Strategy Magazine
Marketer survey

Survey says - strategy's fourth annual look at the industry

The marketing universe was good over 2007, according to our poll of Canada's industry execs. Almost three-quarters of you rejoiced in your brand's improved ad image over the past year. And over half of you said that your marketing department continues to grow in size.

Seems you're all rather content in your work, too, with over 80% describing job satisfaction as either "excellent," "very high" or "high." Morale was similarly strong, which makes sense, given 70.4% said the influence of marketing in the overall company is growing. But if looking to leave your job, 39.1% would do so for personal development.

Meanwhile, almost 60% said ad budgets increased - with just 23.5% remaining the same. And on the partner front, your interactive agency is becoming increasingly important (17.2%), followed by media (16.8%), then PR (14.5%).

Work life

The length of my work week is (in hours):
41-50 41.9%
51-60 26.8%
40 15.6%
61+ 12.9%
24/7 2.8%

The greatest stressor in my job is:
Balancing work with family obligations 41.9%
Delivering on ROI 17.9%
Staying motivated/inspired 14.5%
Staying current on industry trends 10.6%
Other 8.4%
Staying current on technologies 6.7%

The BlackBerry is my:
Friend 69.8%
Foe 30.2%

Crack's good

Is the BlackBerry your friend? According to almost 70% of you, it is. Virgin Mobile Canada CMO Nathan Rosenberg, the proud owner of his fifth BlackBerry in four years - this time a Pearl - agrees, for the most part.

It's helped him to effectively blend his work and personal lives within his day. But Rosenberg admits to a slight dependence on the PDA, which is increasingly a lifeline for many execs to check emails, make calls and organize their schedules. "I won't put it down," he says. "In fact, I seem to sleep with my hand in a cradle shape now so it doesn't even need to leave my side."

But others, like DDB Canada chairman Frank Palmer, are staging interventions. Last month, Palmer started an agency-wide effort to discourage his staff from using PDAs and other mobile devices during client and internal meetings by introducing a penalty system like the one used in soccer: yellow card for a first offence, red for a second. The consequence? The offender (rather than the company) has to pay his or her own PDA invoice for the month.

Me and my brand

When it comes to marketing disciplines, in the past 12 months I have spent the most money on:
Traditional media (newspaper, TV, radio, OOH) 51.4%
Online and websites 21.2%
Point of Sale 8.2%
DM/fax mail 6.1%
PR 5.7%
Sponsorship 3.9%
Other 3.4%
Mobile (SMS, podvertising) 0.0%

When it comes to new marketing media, in 2008 I will spend the most money on:
Broadband advertising 35.2%
Social media (online communities, CGM) 24.0%
Viral marketing 15.1%
Other 8.9%
Mobile (SMS, podvertising) 7.3%

1

2

3

NEXT PAGE

Quick Search