How do you stack up with other CMOs/VPs of Marketing?

The annual Deloitte CMO survey is available for 2022. It’s a great chance to understand what your peers and working on and thinking about.  Some key highlights include:

  • 60% of CMOs report that marketing is becoming more important in their company
  • Decreased CMO optimism in the economy because of inflation
  • Top reactions to the inflationary environment: 65% plan to raise prices, 40% plan to communicate a stronger value proposition, 27% plan to make more robust brand-building investments
  • Marketing spending averages 9% of revenue (B2C products average 15%), projecting to decline slightly in 2023
  • Social and digital media spending projected to grow in the next 12 months
  • Marketing teams are still growing (15% vs. 2021)
  • % of marketing teams working from home full time =49% and CMOs view remote working as a positive trend for culture and productivity

Download the full CMO survey 2022 report here.

Read more →

Humor in advertising: A big opportunity to connect, but what’s funny depends on age, income and political views

Comedy is the most-watched entertainment genre, so it makes sense to consider using it in advertising. However, what people find funny is highly personal—based on factors such as age, income level and political ideology. While people like it when brands use humor to connect with them, they feel like few brands are doing it right.

The attached report from IPSOS provides some great information about how humor tastes differ for various demographic groups.  Use this info as you develop your next campaign brief.

Download the full report here.

Read more →

Consumer concerned, but optimistic heading into 2021

Check out the latest survey information from Engine Insights (Representative sample of the U.S. population N=1,000) below from January 10.

As we enter 2021, people are more concerned about disinformation (81%) and violence (78%) than lockdowns (74%) and contracting COVID (71%), but all the numbers are still high.

The vaccination launch is helping to reduce the concern as 18% of respondents claim to be signed up or on a waiting list for the vaccine, while another 34% are planning to get one soon. 71% are optimistic that 2021 will be better than 2020. This bodes well for sales rebounds throughout the year.

American-manufactured products, small business and environmentally friendly products might fare even better with 41% of consumers planning to purchase more products made in the USA, 36% planning to purchase more from small business and 30% planning to buy more environmentally friendly products.

As you project your sales bounce back in 2021, it still looks like summer for the biggest jump with concerns still running high now. Continued sensitivity in marketing messaging and providing continued COVID-related support for customers/community remain solid ways to maintain engagement until sentiment changes.

Download the infographic:


Read more →