What Do
Leading Brand
Executives
Really Think?
PANEL MODERATOR AND SURVEY ADMINISTRATOR
DR. LARRY
CHIAGOURIS
Professor of Marketing
Lubin School of Business
Pace University
PANELISTS
ALAN
ANTIN
STEPHANIE
FIERMAN
CHRISTINE
FITZGERALD
BRIAN
HARRINGTON
VP Professional Markets
Nuvita
Chief Marketing Officer
MediaCom Worldwide
Director, Member
Communications and
Engagement
Nurtur Health, Inc.
Chief Marketing Officer
Zipcar
Marketing pulse survey
A brief exploration followed
by qualitative discussion
!  272 senior marketing
execs at large- and midsized companies
Comparison to consumer
responses on same issues
!  1,036 consumers
Internet panel survey
completed May 7 2015
Marketing pulse survey topics
#3
#2
Mobile
Marketing
Privacy
#1
Social
Media
Key
challenges
facing senior
marketing
execs
#4
Customer
Service
#5
Findings
Social
Media
Senior marketers are divided on their ability to act on social media data
“Most information available from monitoring
social media is not actionable”
39.20%&
Agree/Strongly&Agree&
Neither&Agree&or&Disagree&
Disagree/Strongly&Disagree&
23.35%&
37.44%&
Senior marketers generally agree that social media outreach can be intrusive
“Companies too often use social media in a
manner that is intrusive to consumers”
54.62%&
Agree/Strongly&Agree&
Neither&Agree&or&Disagree&
Disagree/Strongly&Disagree&
22.03%&
23.35%&
Consumers generally agree that social media is intrusive
“Companies too often use social media in a
manner that is intrusive to consumers”
54.62%&
51.54%&
Agree/Strongly&Agree&
22.03%&
32.82%&
Neither&Agree&or&Disagree&
Disagree/Strongly&Disagree&
23.35%&
15.64%&
Senior Marketing Professionals
Consumers
Customer
Service
Marketing executives and consumers agree that most companies try to
provide a positive experience
“When designing their marketing and sales programs, most
companies provide a positive customer experience”
66.96%&
64.77%&
Agree/Strongly&Agree&
25.11%&
28.28%&
Neither&Agree&or&Disagree&
Disagree/Strongly&Disagree&
7.93%&
6.95%&
Senior Marketing Professionals
Consumers
Mobile
Marketing
Senior marketers are ready to engage the more than 65% of consumers
who use mobile devices to find product information
SENIOR MARKETERS
“My company is ready to engage and
67.26%&
provide a good customer experience
through the mobile marketing channel.”
CONSUMERS
“When looking for information about
a company or product, I usually use
a mobile phone or tablet.”
21.68%&
67.26%&
47.38%&
Agree/Strongly Agree
11.06%&
21.68%&
11.06%&
Neither Agree or Disagree
Disagree/
Strongly Disagree
21.30%&
31.32%&
Marketers must balance their readiness with consumer resistance to
receiving unsolicited offers, even at the point of sale
“I am willing to receive unsolicited text messages
with coupons and offers on my mobile phone…
…when walking down the street.”
29.95%&
29.95%&
Agree/Strongly Agree
21.37%
21.37%&&
48.69%&
…when I enter a retail store.”
Neither Agree or Disagree
48.69%&
Disagree/
Strongly Disagree
34.79%&
20.08%&
45.13%&
Privacy
Senior marketers and consumers agree that most companies
are not doing enough to safeguard privacy
60.62%&
57.91%&
Agree/Strongly&Agree&
Neither&Agree&or&Disagree&
Disagree/Strongly&Disagree&
22.57%&
29.54%&
16.82%&
12.55%&
Senior Marketing Professionals
Consumers
Consumers are less willing to give companies personal biometric info
in exchange for higher levels of data security
“I would be willing to share my finger prints with companies to
access their services if it made my personal data more secure.”
49.12%&
Agree/Strongly&Agree&
Neither&Agree&or&Disagree&
Disagree/Strongly&Disagree&
34.04%&
26.11%&
21.11%&
24.78%&
Senior Marketing Professionals
44.85%&
Consumers
Key Challenges
Faced by
Senior Marketing
Executives
3/4s of senior marketers agree their job is to generate data-driven
insights to tell a brand story
“A primary responsibility of marketing professionals is to generate
data-driven insights about prospects and customers, and then
create a brand or sales story based on those insights.”
75.66%&
Agree/Strongly&Agree&
19.47%&
Neither&Agree&or&Disagree&
Disagree/Strongly&Disagree&
4.87%&
Marketing teams are not adequately prepared to leverage digital marketing
to accomplish this objective
“Most of the members of my marketing team are not as skilled in
the use of digital marketing as they need to be.”
56.20%&
Agree/Strongly&Agree&
Neither&Agree&or&Disagree&
Disagree/Strongly&Disagree&
17.70%&
26.10%&
Brand managers and agencies also have more work to do
How&well&do&brand&managers&integrate&storytelling&into&
markeFng&materials?&
74.8%
How&well&do&most&ad,&PR&and&ad&tech&agencies&help&clients&
integrate&storytelling&into&markeFng&materials?&
73.1%
How&well&do&most&brand&managers&use&analyFcs&to&assess&
markeFng&campaigns?&
78.1%
How&well&do&most&brand&managers&monitor&social&media?&
79.2%
How&well&do&brand&managers&integrate&oﬄine&and&online&
markeFng&iniFaFves?&
(Based on a 1-10 weighted average multiplied by 10)
76.5%
Senior marketers must do more to nurture their C-level relationships
“Marketing managers should have
more access to the CEO’s office.”
51.54%&
“Constraints imposed by CFOs and
financial personnel limit the development
of brand equity in my company.”
51.54%&
Agree/Strongly Agree
35.68%&
Neither Agree or Disagree
12.77%&
Disagree/
Strongly Disagree
31.72%&
16.74%&
If I knew then what I know now…
“If I were to start my career over, I would have
chosen a different career direction.”
44.25%&
Agree/Strongly&Agree&
Neither&Agree&or&Disagree&
Disagree/Strongly&Disagree&
29.20%&
26.55%&
Parking Lot Issue:
Among Tech
Competitors:
Who Do Consumers
Trust?
Consumers overwhelmingly trust Amazon for product
information vs. other online resources
“Among the following major brands that provide product information
online, this is the one I trust the most for most products”
52.98%
10.83%
8.78%
13.95%
5.07%
I don’t trust any of these…
8.39%
Thank you!
The Marketing Executives
Networking Group
(www.mengonline.com)
For questions about the survey,
please contact:
[email protected]