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Marketing Management Survey
For the past five years, MS&L has partnered with PRWeek on the PRWeek/MS&L Marketing Management Survey, which asks senior marketing executives to examine the value and contributions of PR in the marketing mix and highlights recent trends in the industry.
The 2007 survey focused on consumer generated media, integrated marketing and industry ethics.
According to this year’s survey, marketers are still leery of using new-media and consumer-generated media (CGM) tactics in their plans, and only 8% of the 279 marketers polled say CGM is a "very important" part of the their marketing platforms. "Despite the increased awareness of the power of consumers in a digital age on brands and sales, marketing execs are unwilling to give up control to these empowered consumers," said Mark Hass.
Additionally, 17 percent of senior marketers say their organizations have bought advertising in return for a news story, which is comparable to the 2006 survey which revealed that almost 50 percent of marketers said they have paid for an editorial or broadcast placement (link to the NYT article from 6.26.06). “These results indicate that there is a group of marketing executives that do not respect the role of earned media,” said Mark Hass, Global CEO of MS&L. “Even the smallest percentage of people who are willing to pay in return for a story is an ethical issue.”
Marketing Executives Report Rise in Use of Public Relations in Marketing Mix
Read PRWeek US survey feature (pdf - 359k).