Completed for
The Institute by Ipsos MORI, the Marketing Trends Survey questioned
marketing professionals from a broad sector of industries and
organisations.
While 77% said that technology has made marketing more
effective, 69% said that it is also leading marketing in directions
that customers perceive as being intrusive. Over half of
respondents agreed that it was "taking us down routes that
customers regard as impersonal."
Also of concern is the fact that 56% agreed that technologies
that help marketers obtain and store customer information are
moving ahead of marketers' understanding of the ethical and moral
dilemmas they can create, while only 21% disagreed.
Nearly a third of UK business spend between 1% and 2% of their
turnover on marketing, excluding salaries. Exactly one quarter
spend between 3% and 5% while a significant 13% spend between 6%
and 10%.
Advertising remains one of the heaviest lines on the marketing
budget, and 16% said that they spent over 20% of their budget on
this activity, while 12% spent 20% or more on CRM. 10% spent more
than a fifth of their budget on PR.
A total of 912 UK Chartered Institute of Marketing members
completed the online survey.
