CMOs are Less Direct (by 4%!) this Holiday Season
As you know, more and more often, brands want to “know” which media vehicles are driving conversions – especially in Q4. Therefore, it may be surprising to you that nearly 75% of CMOs will decrease their digital investment by 4% in Q4 2011 compared to the same quarter in 2010. According to a November 2011 BDO USA survey, CMOs representing the top 100 brands in the US will have a marketing mix consisting of print advertising (44%), broadcast (27%), outdoor advertising (including billboards – 5%) digital (which includes search, social and display) and 2% to other tactics.
Finally, 65% of CMOs report their 2011 holiday marketing and advertising budget is about the same to +0.4% compared to 2010.