2019 C-Suite Survey: Growth & Marketing Investment Perspective (over the next 3 years)

The results of our 2019 C-Suite Marketing and Technology Survey are in. GRMA conducted research to gain perspective on how C-suite leaders are projecting a three year outlook with regards to growth and marketing/ad investments, channel mix, marketing tech stacks, data optimization, C-suite skill sets, talent management and more. This data represents the collective input of our GRMA C-suite community revealing the challenges and opportunities they will encounter in 2019 and beyond.

Expected Revenue Growth

Q1. In three years your total revenue will be?

Slightly Higher

Moderately Higher

About the Same

Lower

Expected A/S Ratio Change

Q2. In three years, your marketing spend as a percent of total sales (A/S ratio) will be?

Less

Same

Marketing Investment

Q3. How are you planning to shift your marketing investments over the next three years?

Please indicate either an increase or decrease as a percent of the current total spend in each category.

SEO/SEM

No change

+5% - +10%

+11% - +25%

+26% - +50%

+100%+

-5% - -10%

-11% - -25%

Social

No change

+5% - +10%

+11% - +25%

+26% - +50%

+100%+

-5% - -10%

-11% - -25%

Affiliate

No change

+5% - +10%

+11% - +25%

+26% - +50%

+100%+

-5% - -10%

-11% - -25%

-26% - -50%

-80%

Direct Marketing

No change

+3% - +10%

+11% - +25%

+26% - +50%

+100%+

-5% - -10%

-11% - -20%

Traditional Video

No change

+3% - +10%

+11% - +25%

+26% - +50%

+100%+

-5% - -10%

-11% - -20%

Non-Traditional Video

No change

+3% - +10%

+11% - +25%

+26% - +50%

+100%+

-5% - -10%

-26% - -50%

Magazines

No change

+3% - +10%

+11% - +25%

+26% - +50%

+100%+

-5% - -10%

-26% - -50%

OOH

No change

+3% - +10%

+10% - +25%

+26% - +50%

+100%+

-5% - -10%

-80%

Newspapers/Circulars

No change

+3% - +10%

+10% - +25%

+26% - +50%

+100%+

-1% - -10%

-15% - -25%

-26% - -50%

-75%

-100%

Loyalty

No change

+3% - +10%

+11% - +25%

+26% - +50%

+61% - -100%

Other

No change

+3% - +10%

+11% - +25%

+50%

-5%

Technology Priorities

Q4. What marketing technology / infrastructure are you making significant investments in (increases of 10% or more vs. prior year)?

Personalization

Analytics/Measurement

Marketing Automation

Mobile Commerce

eComm Enhancement

Omnichannel

Artificial Intelligence

Enhanced Store Experience

Point of Sale

Data Optimization

Q5. I believe that we are optimizing our data.

Strongly Agree

Agree Somewhat

Disagree Somewhat

Disagree Strongly

Neither Agree nor Disagree

Q6. I believe that the answer to our business problems cannot be found in the data alone.

Strongly Agree

Agree Somewhat

Disagree Somewhat

Disagree Strongly

Marketing Effectiveness

Q7. Shifts in consumer shopping / purchasing behaviors and ideals over the next 3 years:

Brands & Brand names will be*

Less Important

Same Importance

More Important

Overall store/physical traffic will be*

Up significantly

Up Modestly

Flat

Down Modestly

Down Significantly

Percent that Digital/eCommerce will represent of total retail sales. (currently at 9%)*

10%

12%

15%

20%

Effectiveness of Social Media Advertising at driving consumer consideration & purchase*

Same

More Effective

Less Effective

Effectiveness of SEM/SEO at driving consumer consideration & purchase*

Same

More Effective

Less Effective

Effectiveness of Display Advertising (including video) at driving consumer consideration & purchase*

Same

More Effective

Less Effective

Effectiveness of Traditional Media at driving consumer consideration & purchase*

Same

More Effective

Less Effective

Expected level of “Experiences” (travel, dining, entertainment) as a part of discretionary spending*

Similar

A Little Higher

Slightly Higher

Significantly Higher

Slightly Less

A Little Lower

C-Suite Talent Competencies (over the next 3 years)

Q8. Which talents/skills do you feel are most important to be a successful C-suite executive over the next 3 years? (Select 3)

Organizational Influence

Digital Savviness

Vision for the Future

Collaborative Leadership

Analytical Capabilities

Mental Ambidexterity

Team/Organizational Development

Customer Centricity

Storytelling/Storymaking

Culture Shaping

Agility

Talent Competencies (over the next 3 years)

Q9. Which talents/skills do you need to develop in your team to be successful over the next 3 years? (select 3)

Organizational Influence

Digital Savviness

Analytical Capabilities

Collaborative Leadership

Mental Ambidexterity

Interdepartmental Knowledge

Customer Centricity

Storytelling/Storymaking

MROI

Agility

Marketing Team Talent & Sources (over the next 3 years)

Q10. Which industries have the best talent for your marketing organization to help you capitalize on opportunities or overcome challenges over the next 3 years?

Retail

Hospitality

Restaurant

Finance

CPG Consumables

Insurance

CPG Technology

Technology

Health

Telecommunications

Media/Agency

Entertainment/Publishing

Other (Consulting)

Q11. In three years, your internal marketing team will be…

About the Same

Moderately Leaner

Moderately Larger

Significantly Larger

Q12. How successful do you feel you be in attracting talent from outside your industry over the next 3 years?

Moderately Successful

Very Successful

Moderately Unsuccessful

Very Unsuccessful