Marketing strategies are going back to basics this year, say the Marketing Executives Networking Group (MENG) and Anderson Analytics. The second annual survey of Top Marketing Trends for 2009 shows a re-focusing on customer satisfaction and retention, with 79 percent of respondents considering these trends as "very important." 65 to 61 percent judge marketing buzz words such as return-on-investment (ROI), brand loyalty and segmentation most important. Of the 62 identified marketing concepts, the smallest responses are for immigration (eight percent), anti-Americanism (seven percent), game theory and six sigma (both at five percent), and faith-based/religion (four percent). Environmental issues show movement that does not reflect their mutual relation: alternative energy up in importance to 41 from 31 percent, global warming shows the largest decrease in importance of all trends from thirty percent to 23 percent, and green marketing a three percent increase from 37 to forty percent.
Twice as many marketers are sick of web 2.0 (19.4 percent from 9.1) and related buzzwords (social networking and media, blogs and viral marketing) as last year. However, a November 2008 MENG social media study shows that 67 percent of executive marketers consider themselves beginners to using social media for marketing purposes.
Executives still feel that Boomers represent the most important demographic at 78 percent. Women were the second place demographic at 64 percent. Perceived importance of Gen X and Y grew significantly from last year 53 and 52 percent up from 40 and 41 percent last year.
"Even after the Olympics," China ranked number one greatest region of opportunity for 53% of the marketers with international responsibility. India remains a distant second with 17 percent.
Good to Great remains most widely read and most recommended business book. Seth Godin also keeps his place as the favorite marketing/business guru, with Warren Buffet and Malcom Gladwell at second and third place.