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2010 Trends in Marketing: Salaries, Strategies, and Beyond

Salaries are rising, but so are expectations for the majority of marketing professionals, according to a recent study conducted by Aquent and the American Marketing Association (AMA). Of the nearly 5,300 marketing professionals, more than half said their salaries increased in 2010, but only 16% strongly agreed that they have all the resources they need to meet their organization’s 2010 marketing objectives.

Marketng in 2011 - the year ahead

When we set out to predict which marketing trends and issues might be big in this new year, we didn’t go out on a limb by forecasting that 2011 will be another big year for digital marketing. That seems to be a sure thing. But we are going so far as to say that this actually could be the year that mobile marketing goes mainstream in the United States. (Egads!)

No Shortcuts - the road map to smarter marketing

Companies invest staggering sums of money in marketing with surprisingly little rigor. Because it is notoriously difficult to measure and optimize the return on marketing investments (ROMI), marketing executives often rely on rules of thumb - such as spending as a percentage of revenues - to guide their decision-making. Our research and experience suggest that these shortcuts can be imprecise, unreliable , and just plain wrong. We recommend another approach - one that goes beyond marketing to encompass all commercial investments. It integrates a top-down strategic perspective and a rigorous bottom-up analysis.

The CMO's imperative

New digital media - including online video, social media, and mobile advertising - are transforming the marketing landscape. The Boston Consulting Group has spoken to dozens of chief marketing officers (CMOs) and other leaders who realize that 50 years of marketing-management approaches must change dramatically. These marketers don't need a call to action. Rather, they are actively seeking to build a twenty-first-century marketing capability that can navigate whatever comes next.