2011 Mid-Year Marketing Trends Study Reveals Top Three Marketing Challenges

LOS ANGELES, Sept. 27, 2011 /PRNewswire/ -- The top marketing challenge for marketers is: "Acquiring a large number of new customers," which was followed closely by "Increasing retention rates and revenues from current customers," as "Increasing the quality and quantity of leads for field sales forces" was third.

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This study of 400 top-level marketing executives was conducted by The Kern Organization, An Omnicom Agency, and was released today on their website http://www.thekernorg.com/2011MidYearTrendStudyResults in traditional white paper PDF format and, simultaneously for the first time, in a video white paper format.

The study revealed that customer acquisition is the top challenge for marketers.  This result is a welcomed trend by marketers and organizations.  This trend is an indication of a return to marketing normalcy.  During the past few years following the recession, marketers have been tasked with retaining customers and increasing revenue from current customers, without being handed a budget to acquire new customers, which was deemed "too expensive" during times of extreme belt tightening.  

The research study also asked marketers about several different current trends in marketing. Ranked in order of highest agreement, they are:

• 90% say better integration of online and offline data collection and analytics is essential.
• 84% indicate that aligning sales and marketing is important.
• 53% are somewhat ready to deal with the new normal of constant change.
• 48% are now using some form of marketing automation.
• 43% allocate 25% of their total marketing spend with external agencies.

Marketing automation's accelerated adoption was a surprising finding, with 48% reporting that marketing automation is implemented by their agencies or directly by the organizations.  This can be hypothesized as a reaction to the need for accountable data analytics, which marketing automation facilitates.  

All roads lead to data.  As complexity in marketing increases rapidly, a mega-avalanche of data is created through both marketing automation and other online and offline marketing and sales activities. The collection, aggregation, analysis and facilitation of practical usage of data require technological and human resources.  Data analysis plays an integral role in providing the transparency and visibility essential to marketing organizations for accountability to budget and to demonstrate the beneficial results of marketing initiatives.

The Kern Organization's 2011 Mid-Year Marketing Trends Survey was conducted in July 2011, with 396 top marketing executives (CMOs, VPs, and Directors) responding from various industries.  The annual sales revenue for companies responding confirms a varied sampling, with 44% from companies below $100 million per year and 56% from companies whose annual revenue exceeded $100 million per year. 30% came from organizations whose annual sales revenues exceeded $1 billion, with 9% at $500 million to $1 billion, and 16% at $100 million to $500 million.

"I never knew how entertaining a research update can be!  I continue to be impressed at how The Kern Organization innovates and embraces the online environment." Jonathan Levine, VP Marketing, Zurich

"Today's best marketers have truly embraced the trend of marketing being pushed to drive measurable revenue results.  By being tied to the delivery of qualified leads and new revenue, marketing begins to claim its seat at the strategic table.  Far from being a cost center, today's best marketing organizations provide both long term visibility into revenue results and short term ability to identify and impact the factors that can most improve revenue performance in the short term.  Great stuff- the video is very well done."  Steven Woods, CTO, Eloqua, Author of "Digital Body Language"

"I just read, or should I say, watched a white paper from the Kern Organization on 2011 Mid-Year Marketing Trends.  First and foremost, I simply love the video presentation. It was just under 7 minutes and chock full of information. While the PDF was nice, the video was great.  It still surprises me how many organizations still do not get the power of a solid content marketing strategy and how it influences and strengthens the brand on the social web."   Michael Weiss, Managing Director, Figure18.com

"6.56 is the running time of one of the best research updates I have experienced this year.  I say experienced because I didn't read it, I watched and listened.  The results should be viewed by CEO's who need info but don't have time to read a 3 lb. report.  I know it can help Sales Lead Management Association members make some important decisions right now."  James Obermayer, CEO of the Sales Lead Management Association  

To review the entire "2011 Mid-Year Marketing Trends Study" visit:
http://www.thekernorg.com/2011MidYearTrendStudyResults

About The Kern Organization
For clients who are unwilling to accept trade-offs, The Kern Organization, An Omnicom Agency, based in Los Angeles, California, is the ideal Integrated Marketing partner. Sophisticated, efficient, and energetic, The Kern Organization has a long history of creating and implementing campaigns that produce results immediately and do so within the context of the brand.  As a turn-key supplier of creative marketing solutions, Kern gets our clients to market quickly—slashing cost-per-sale, building large sales pipelines in record time, and pleasantly surprising marketing executives who previously had to settle for lower levels of results. The Kern Organization achieves all of this through a carefully calibrated combination of advanced data management, sophisticated strategic planning, and innovative creative and technological solutions. http://www.thekernorg.com

About Omnicom Group
The Kern Organization is a part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to more than 5,000 clients in more than 100 countries.

SOURCE The Kern Organization