A survey of nearly 250 marketing top marketing executives revealed an overall increase of spending of 9.1% over the next 12 months but… the survey also revealed that integration is still a long way off.
Conducted by Duke University’s Fuqua School of Business, the twice a year survey “collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and society.”
And just as I did with the Trends In Social Advertising Survey by Brian Solis and The Pivot Conference, I am once again… going behind the numbers. My natural curiosity must come from watching all those mystery and copy shows growing up… is there such a thing as too much Columbo?
Nah…
Anyway, while I am happy to report that overall marketing spending is expected to increase over 9% over the next 12 months as per the survey findings – there are some intriguing, if not disconcerting, additional findings form the survey I want to bring to your attention.
The first one has to do with the overall spending increase itself. Look at the chart below…
Now, you’ll see the aforementioned 9.1% increase but look at the trend from the February to August for each of 2010 and 2011. I realize it’s only two years we’re talking about but why the up and down from February to August each year? When the CMOs were asked in February about spending were they coming off poor holiday, end-of-year numbers and thus indicated via the survey they don’t plan on spending as much as they indicated a few months later in August?