EMC Survey 2006 vs. 2008 Key Comparative Results

EMC Survey 2006 vs. 2008EMC Survey 2006 vs. 2008 Key Comparative Results Key Comparative Results

Main company Main company concernsconcerns

The overall picture in 2008 is very similar to that of 2006.

The hierarchy of concerns remains by and large unaltered, with no major differentiations. We have to note however some movements, such as the rise of internal communication, as well as downsizing (though not to the extent one might expect given the overall global climate).

Base: Total Sample 2006/2008

Please state to what degree the following issues concern your company (% of ‘concerns very much’).

Company Company PracticesPractices

Though there are no major shifts, the overall picture denotes an increase in reported practices (at worst, they remain to the same levels).

Bigger rises are recorded in the application of customer satisfaction surveys and the reported internal understanding of the Organisational brand.


Are the statements below true for your company? Please select the level of commitment (% of ‘often’ &’ very often’).

Marketing dept. Marketing dept. and functionsand functions

At the level of the control that the marketing department exerts over its functions, there are quite noticeable differences between 2006 and 2008. We must note that the makeover of the participants’ companies in terms of size is very similar, so differences cannot be attributed to that factor.

The overall level of control is slightly higher (37% vs. 35% on average), but the biggest positive changes are reported in terms of communication strategy, the marketing budget and pricing – while on the other end of the spectrum control over market research and sales goal setting goes down.


Over what decisions does the Marketing Department have influence or control? Please select the level of influence (% of ‘total control’).

The future of The future of marketing & marketing & marketersmarketers

Though the overall outlook is not different, we can say that the degree of optimism is slightly lower in 2008.


The Marketing Department and the future of marketers. Do you agree with the statements below?(% of ‘agree/strongly/totally’).

Main workplace Main workplace concernsconcerns

The levels of 2008 are very close to those of 2006, however there are some notable differences.

Higher revenue seems to be a somewhat bigger concern, while the development of new skills and the better work-life balance seem to fall a little in terms of prevalence.


What are the major concerns in your workplace? (% of ‘concerns very much’).

Marketing executive Marketing executive ideal profileideal profile

The profile of the idea marketing executive is surprisingly stable between the two measurements, with the hierarchy of attribute remaining practically identical, at least among the top positions.

The top characteristics of strategic thinker and innovator are further enhanced in terms of importance.


Select the 5 most important characteristics of a successful marketing executive – (% of people)

Sources of Sources of informationinformation

Though the general picture is pretty much stable, electronic media are further increased in terms of importance, while conventional ones slightly diminish.


What sources do you use for your own information?(% of ‘often’ &’ very often’).

Interest Interest on topicson topics

The average level of interest expressed across topics, increases quite significantly in 2008 (from 27% to 32%), revealing an evolution towards an across-the-board knowledge.

Leaving aside the very low-interest topics, the most significant increases are recorded in the case of New Media (+50%), CSR (+45%), Promotion (+29%), and Industrial/B2B (+25%). Advertising and Consumer Marketing are the only topics that display a slight decrease.


State your level of interest in each one of the following areas(% of ‘interests me very much’). 1 of 3

Degree of interest Degree of interest for EMC accreditationfor EMC accreditation

Finally, the levels of interest displayed for the EMC accreditation are clearly on the rise.


Degree of interest for EMC Accreditation (% of ‘interests me very much’).

Thank you!Thank you!

EMC Survey 2006 vs. 2008 Key Comparative Results

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