Case Study #1
IT Marketing Executives Respond to a Difficult Economy
a result of the poor economic environment, many of our technology
clients were struggling to adapt their marketing efforts and wanted
to learn how marketing executives in top U.S. software companies
were planning to address market challenges moving forward. Software
firms were trying to answer questions such as: How were marketing
priorities changing as a result of the difficulty economy? Were
the majority of firms slashing marketing budgets or were some using
this time to invest in marketing activities? What percent of revenue
were most firms spending on marketing? Was that changing? Were software
companies altering their marketing plans, budgets, and activities?
And if so, how?
MarketWise Insights, Inc. in conjunction with a marketing communications firm, Smith
& Suita, Inc., designed and conducted a detailed market research
project; research was conducted via comprehensive executive interviews
with 44 software companies headquartered in the U.S. Lengthy
interviews were completed with VPs of Marketing, Chief Marketing
Officers, and Marketing Directors.
Marketing executives were questioned on three key areas:
marketing planning, spending, and execution, and comparisons were
made between current and prior year.
Companies in this
study ranged in size from $6M in annual revenue to more than $15
Billion in annual revenue.
After the research was
analyzed and presented in a report, software executives were able
to have a clear understanding of technology marketing trends. In
addition, the data was presented by company size, allowing marketing
executives to compare key priorities, spending trends, and percentage
of revenue spent on marketing with companies of similar size.
Marketing executives were also able to compare how marketing
budgets are split among ten key marketing activities, such as direct
mail, advertising, market research, etc.
This landmark research was able to help marketing executives
determine priorities going forward, with a deep understanding of
how competitors were allocating funds.
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