Meng marketing trends report 2009

© Anderson Analytics LLC, 2008. All Rights Reserved 1

MENG Marketing Trends Report 2009

© Anderson Analytics LLC, 2008. All Rights Reserved


Contents

• Background– Objectives– Methodology

• Summary & Key Findings• Trends & Buzzwords• Demographics• Appendix


Background


Background• Objectives

– Measure importance of various marketing trends among Marketing Executives Networking Group (MENG) members.

– Specifically, the study asked MENG members several closed and open ended questions regarding industry buzzwords, geographic/demographic focus, as well as opinions on off-shoring and marketing budgets.

• Methodology– The research was conducted online among members of MENG– To become a member of MENG members must have held a position of Vice

President or higher before joining, pass a screening process including a minimum base salary (excluding bonuses, options, etc.) of $160K. Therefore the sample is a good source of nationally representative senior marketing executives.

– All 1,800+ active members of MENG were emailed on November 15, 2008 and asked to complete an online survey.

– The survey took approximately 10 minutes to complete– The Survey was closed on December 2, 2008– 643 responses (representing a 36% response rate) were received over a 30-

day period


Summary & Key Findings


Summary & Key Findings• While half of executives believe their marketing budgets will be decreased

this year, and only 34% think the economic environment will have no effect on their staffing needs, they are rather optimistic in terms of both R&D and Marketing Research. Over three quarters of executives say R&D and use of Market Research will either stay the same or increase!

• “Customer Satisfaction” & “Customer Retention” are still the marketing concepts which are most interesting and relevant to most marketing executives

• Other popular marketing concepts include: Marketing ROI, Brand Loyalty, Segmentation, Quality, SEO, Competitive Intelligence, and Data Mining

• Most likely due to the current economic condition, Credit Availability, Housing Markets, Alternative Energy, Trade Deficits, have become much more important than last year; and Off-Shoring has diminished the most in importance

• Several executives indicated that they are a bit tired of hearing “Web 2.0” and other Web 2.0 related buzzwords such as “blogs” and “social networking”


Summary & Key Findings• Among the various age/gender/race based demographics, MENG members

still feel that the Boomers represent the most important demographic. However, the perceived importance of Generation X and Y grew significantly compared to last year

• Half of executives still agree the Chinese market represents the greatest foreign opportunity. India is a distant second, thought best opportunity by 17%

• Less than 20% of the respondents’ companies currently ‘off-shore’ any part of their marketing function. This statistic is similar to previous year.

– However, significantly more executives tend to agree that off-shoring “is not as profitable as others think, and is fraught with risk”. (58% vs. 49% from a year ago)

• Good to Great remains the most widely read book among the executives; Good to Great is also well regarded as it is the one book marketers are most likely to recommend to others.

• Seth Godin remains the favorite marketing/business guru this year as well. Warren Buffet and Malcom Gladwell now occupy second and third place, respectively


Economic Considerations 2009


Marketing Budget and Planning

• Half of executives believe that their marketing budget will be decreased due to the current economic condition

• 34% of the respondents believe that the economic condition will have no effect on their staffing plans

• Respondents are more positive about their spending on Innovation and R&D Initiatives. 51% believe that there is no impact and 21% believe that the budget will actually be increased

Q. How is the current economic environment DIRECTLY affecting your business planning for 2009?

Staffing

No effect on staffing plans

34%

Hiring Only incremental

staff22%

Not filling open

positions25%

Reducing staff19%

Marketing budget is

being increased

11%

No impact on marketing

budget38%

Marketing budget is

being decreased

51%

Innovation and R&D

initiatives are being

increased21%

No impact to innovation/R&D initiatives

51%

Innovation and R&D

initiatives are being

decreased28%

Marketing Budget Innovation and R&D

New Questions For 2009 Report


Use of Marketing Research

• Over two thirds of executives believe their use of market research will stay the same or grow over the coming year.

• 39% believe that their use of marketing research will increase and another 39% of executives believe that their use of marketing research will remain at current levels

• Only 22% believe that their use of marketing research will be reduced in the coming year

Q. How, if at all, do you think your use of marketing research will change over the coming year?

Much greater use

of MR10%

Somewhat greater use

of MR29%

No change in MR39%

Somewhat less use of

MR17%

Much less use of MR

5%

New Questions For 2009 Report


Marketing Concept Trends & Buzz Words


Concepts: Most Important

1 Customer Satisfaction 79% 11 Word of Mouth 42%

2 Customer Retention 76% 12 Alternative Energy 41%

3 Marketing ROI 65% 13 Mobile Communications 40%

4 Brand Loyalty 61% 14 Electronic Media 40%

5 Segmentation 61% 15 Green Marketing 40%

6 Quality 56% 16 E-commerce 39%

7 SEO (Search Engine Optimization) 48% 17 Globalization 39%

8 Competitive Intelligence 43% 18 Experiential/Emotive branding 38%

9 Data Mining 43% 19 SNS (Social Network Sites) 37%

10 Lead Generation 43% 20 Multicultural 36%

• Of the 62 marketing concepts, the top concepts in terms of the proportion of executives agreeing on their high importance were Customer Satisfaction, Customer Retention, Marketing ROI, Brand Loyalty, Segmentation, Quality, SEO, Competitive Intelligence, and Data Mining

Q. Which particular marketing Buzz words or trends do you feel are most important to pay attention to currently? (% of Top-Box, “Very Important”)


Concepts: Least Important

43 Convergence 17% 53 Buy American 12%

44 Movement of skilled jobs 17% 54 Long Tail 11%

45 Rising Input Prices 16% 55 Selective Outsourcing 10%

46 Out Sourcing 15% 56 Text Analytics 10%

47 Multi-language 14% 57 Off Shoring 8%

48 Time Starvation 14% 58 Immigration 8%

49 Trade deficits 14% 59 Anti-Americanism 7%

50 Time Shifting (Tivo) 13% 60 Game Theory 5%

51 Developed Markets 13% 61 Six Sigma 5%

52 New Global Trading Blocs 12% 62 Faith Based (Religion) 4%

• Of 62 identified concepts, the executives find marketing concepts such as Faith Based marketing, Six Sigma, Game Theory, Anti-Americanism, and Immigration least important



Marketing Issues

“In this economy, too many people are trying to shrink their way to success - cutting faster than the next person. I think its critical to go on offense while the competition is hiding. Finding inexpensive ways to gain competitive advantage and grow share is critical to longer term success when the economy starts to recover.”

“Unifying the customer experience (with the brand) across the myriad of communication mediums.”

“The sense of entitlement among gen Y ers and what that means in terms of expectations as a consumer. “

“Focused and Disciplined Innovation. Too much innovation today is based on non-disciplined approaches (ad hoc, subjective, limited research) due to lack of time and/or budget. The result is poor success rates, lack of confidence in the innovation function, and too much employee turnover. More time and effort needs to be devoted to determine what innovation opportunities exist and properly defining the requirements before ideation, concept development and product development occur.”

“With the onset of so many forms of disruptive media in recent years, it is challenging to know how much of your investments Should be flagged… the tried and true and how much to set earmark for testing. In addition, ROI is measured differently for one media type or marketing method. When innovative methods come onto the scene, analytics driven marketers may abandon an effort prematurely because they did not plan it with the appropriate objective or realistic ROI…”

“As we all sprint to compete in this flat, wired, 24/7 world, I believe it is absolutely essential to ensure brand health and consistent equities across the globe. The FUTURE lies in emerging markets, but it takes years, sometimes a generation, to build a brand and the time to start is NOW.”

Quotes from the respondents…(Q: Please describe in as much detail as possible a specific marketing issue you are currently interested in, and why it is important? )


15

Marketing Concepts: Most Important(Comparison to Last Year)

• Compared to last year, executives were significantly more likely to agree that several of the marketing concepts were important


Trend 2009 Report 2008 Report ∆

1 Customer Satisfaction 79% 75% 4%

2 Customer Retention 76% 65% 11%

3 Marketing ROI 65% 53% 12%

4 Brand Loyalty 61% 55% 6%

5 Segmentation 61% 58% 3%

6 Quality 56% 54% 2%

7 SEO (Search Engine Optimization) 48% 42% 6%

8 Competitive Intelligence 43% 43% 0%

9 Data Mining 43% 35% 8%

10 Lead Generation 43% 33% 10%

11 Word of Mouth 42% 35% 7%

12 Alternative Energy 41% 31% 10%

13 Mobile Communications 40% 34% 6%

14 Electronic Media 40% 40% 0%

15 Green Marketing 40% 37% 3%

16 E-commerce 39% 42% -3%

17 Globalization 39% 38% 1%

18 Experiential/Emotive branding 38% 35% 3%

19 SNS (Social Network Sites) 37% 33% 4%

20 Multicultural 36% 31% 5%

21 Fragmentation of Media 36% 40% -4%

10%+ increase

5%+ decrease

• Specifically, Among the marketing concepts rated as important by more executives, Customer Retention, Marketing ROI, Lead Generation and Alternative Energy showed the largest increases from last year

Significantly Higher (95% conf lvl)


16

Concepts: Somewhat Important(Comparison to Last Year)



22 Personalization (1to1 marketing) 36% 35% 1%

23 Credit Availability 35% 9% 26%

24 CRM 35% 29% 6%

25 Emerging Markets 34% 33% 1%

26 Value of US Dollar 34% 28% 6%

27 Viral marketing 33% 26% 7%

28 Leading through Creativity 33% 31% 2%

29 Importance of "Stories" 31% 25% 6%

30 Housing Markets 30% 15% 15%

31 Leading through Analytics 29% 23% 6%

32 Health Awareness 26% 31% -5%

33 Web 2.0 25% 23% 2%

34 Ability to Shop/Source Worldwide 24% 27% -3%

35 Intellectual property laws 24% 22% 2%

36 CGM (Consumer Generated media) 24% 17% 7%

37 Global Risks 23% 15% 8%

38 Technological Disruption 23% 19% 4%

39 Blogging 23% 21% 2%

40 Global Warming 23% 30% -7%

41 Business Model Disruption 21% 17% 4%

42 Global terrorism 18% 20% -2%

10%+ increase

5%+ decrease

• Among the mid-importance marketing concepts, many are also showing significant increases in importance

• Credit Availability and Housing Markets have the largest magnitude of increase, this is obviously due to the economic crisis this past year

• On the other hand, Global Warming experienced the largest decreases in importance



17

Concepts: Least Important(Comparison to Last Year)



43 Convergence 17% 16% 1%

44 Movement of skilled jobs 17% 12% 5%

45 Rising Input Prices 16% 13% 3%

46 Out Sourcing 15% 17% -2%

47 Multi-language 14% 15% -1%

48 Time Starvation 14% 17% -3%

49 Trade deficits 14% 8% 6%

50 Time Shifting (Tivo) 13% 18% -5%

51 Developed Markets 13% 10% 3%

52 New Global Trading Blocs 12% 9% 3%

53 Buy American 12% 8% 4%

54 Long Tail 11% 9% 2%

55 Selective Outsourcing 10% 11% -1%

56 Text Analytics 10% 8% 2%

57 Off Shoring 8% 13% -5%

58 Immigration 8% 12% -4%

59 Anti-Americanism 7% 12% -5%

60 Game Theory 5% 7% -2%

61 Six Sigma 5% 8% -3%

62 Faith Based (Religion) 4% 6% -2%


10%+ increase

5%+ decrease

• Among the marketing concepts that were considered important by far fewer executives, Off-shoring, Time Shifting and Anti-Americanism have the largest magnitude of decreases


18

Concepts: Changes in Rankings

Buzz Word that became much more important

2009 Report 2008 Report

Ranking ChangeRanking

% of top-box (very important) Ranking

% of top-box (very important)

Credit Availability 23 35% 56 9% 33

Housing Markets 30 30% 44 15% 14

Alternative Energy 12 41% 23 31% 11

Trade Deficits 49 14% 60 8% 11

Lead Generation 10 43% 19 33% 9

Buzz Word that became much less important


Ranking ChangeRanking

% of top-box (very important) Ranking

% of top-box (very important)

Off Shoring 57 8% 48 13% -9

Immigration 58 8% 49 12% -9

Fragmentation of Media 21 36% 11 40% -10

Time Shifting (Tivo) 50 13% 38 18% -12

Global Warming 40 23% 26 30% -14

• In terms of the importance ranking, some concepts have moved up in significantly while others have moved down

• Most likely due to the current economic condition, marketing concepts that have become much more important than in the previous year are: Credit Availability, Housing Markets, Alternative Energy, Trade Deficits, and Lead Generation

• Among all the concepts listed, the importance of Off-Shoring, diminished the most


19

Industry Buzz Words: Most Tired of Hearing

• Executives were asked what industry buzz words, if any, they were most tired of hearing?

• Web 2.0 was cited most frequently. In addition, many terms related to Web 2.0 were also frequently mentioned (Social networking, blogging, etc.)

Most tired of hearing

Web 2.0 19.4%

Social Networking 12.2%

Social Media 11.3%

Blogging 7.9%

Viral Marketing 6.2%

Synergy 5.8%

Branding 5.1%

ROI 4.9%

Green 4.9%

SEO 3.8%


20

RankTop 10 Buzzwords

Tired of Hearing2009

Report2008

Report

1 Web 2.0 19.4% 9.1%

2 Social Networking 12.2% 6.0%

3 Social Media 11.3% 0.8%

4 Blog 7.9% 0.0%

5 Viral Marketing 6.2% 6.3%

6 Synergy 5.8% 5.6%

7 Branding 5.1% 3.2%

8 ROI 4.9% 4.8%

9 Green 4.9% 0.0%

10 SEO 3.8% 1.8%

Rank

Top 10 Buzzwords Tired of Hearing

2008 Report %

1 Web 2.0 9.1%

2 WOM Marketing 6.5%

3 viral marketing 6.3%

4 CRM 6.1%

5 Social Networking 6.0%

6 Synergy 5.6%

7 ROI 4.8%

8 Branding 3.2%

9 New Media 2.2%

10 Innovation 2.0%


Industry Buzz Words: Most Tired of Hearing(2009 Report VS 2008 Report)


21

Main Trends• Factor analysis were used

to narrow the 62 listed concepts into 15 major groups. This year the top 3 categories remained: Marketing Basics, SEO, and Personalization

• Compared to last year, Marketing Basics, SEO, Viral/WOM marketing, Macro Economics, and Social Issues have become significantly more important

Trends2009 Report

Average % of Top-Box2008 Report

Average % of Top-Box ∆

Marketing Basics 67 60 7

SEO 48 42 6

Personalization 40 36 4

Innovative Branding 33 28 5

Viral/WOM 33 27 6

Green Marketing 32 32 0

Multicultural/Ethnic Issues 31 29 2

New Media 30 26 4

Breakdown of Old Media 25 29 -4

Macro Economics 21 16 5

Tech Strategy 17 15 2

Social Issues 16 10 6

Time Starvation 14 17 -3

Outsourcing 11 13 -2

Other 9 8 1

Significant difference (95% confidence level)


22

Most Important Demographics

• Baby Boomers remains the most important demographic group, with 78% of MENG executives reporting that the group is “very important”

• Generation X, and Generation Y experienced the largest gains in importance, with over half of executives now viewing these two groups as very important.

Q: How important do you feel the following demographic groups are currently?

78%

64%

60%

53%

52%

34%

29%

28%

72%

56%

53%

40%

41%

26%

26%

21%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Boomers

Women

Hispanic/Latino

Generation X

Generation Y

Generation Z

Asian

Urban


Significantly higher (95% conf lvl)*

*

*

*

*

*

*

*


23

2008 Report

China53%

India20%

Latin America5%

Eastern Europe10%

Brazil3%

Western Europe5%

Russia2%

Mexico2%

Where Are the Opportunities?

• Even after the Olympics, half of Executives still feel that China is the region with the greatest opportunity

• India remains a distant second, thought of as the greatest opportunity by 17%

Q: Which of these regions do you feel represents the greatest opportunity currently?

2009 Report

China48%

India17%

Latin America7%

Eastern Europe6%

Brazil5%

Western Europe5%

Other*8%

Russia2%

Mexico2%

* “other” added as a choice in the 2009 Report


24

Yes15%

No81%

Not Sure4%

Off-Shoring

• The majority of executives said that their companies do not off-shore any part of their marketing function

• The percentage of companies off-shoring any part of the marketing function decreased by 4%

Does your company engage in off-shoring any part of the marketing function?

2008

Yes19%

No77%

Not Sure4%

2007

Significant difference (90% confidence level)*

*


25

Off-Shoring

• Compared to last year, significantly more executives agree that off-shoring “is not as profitable as others think and is fraught with risk”. (58% vs. 49% from a year ago)

Overall ResponseAmong those who are currently off-shoring

2008 2007 2008 2007

N= 555 529 82 102

Top-2-box 58% 49% 28% 24%

It is not as profitable as others think and is fraught with risk 18% 17% 7% 4%

2 40% 32% 21% 20%

3 23% 28% 22% 26%

4 12% 15% 27% 25%

It is necessary and a good way for companies to stay competitive 7% 8% 23% 25%

Bottom-2-box 19% 23% 50% 50%

What is your personal feeling on Off-shoring any part of the marketing function?



26

Books – Last Book Read• Good to Great is the book most recently read by most marketing executives (2 years in a

row). It is also well liked (receiving a 4.1 out of 5 overall rating)• The World is Flat has the overall highest book rating, and is the third most read book

among the executives currently

Q: What was the last business book you have read?Q: What would be your rating of this book on a 5 point scale? (5 being best)

2009 ReportPopularity

Rank Title Avg. Book Rating

1 Good to Great 4.1

2 The Tipping Point 3.6

2 The World is Flat 4.6

4 Groundswell 4.3

5 Blink 3.6

6 Hot, Flat, and Crowded 4.4

7 Blue Ocean Strategy 4.2

8 Made to Stick 3.7

9 The Black Swan 4.4

9 Predictably Irrational 4.2

11 Mavericks at Work 4.3

11 Who Moved My Cheese 4.5

11 Execution 4.0

11 The New Rules of Marketing and PR 3.3

15 The Art of the Start 3.3

15 Purple Cow 3.7

15 Go Put Your Strengths to Work 4.3

15 Our Iceberg is Melting 3.5

2008 Report

Popularity Rank TitleAvg. Book

Rating

1 Good to Great 4.3

2 The World is Flat 4.1

3 Blink 3.4

4 Blue Ocean Strategy 3.9

5 The Tipping Point 3.9

6 Long Tail 3.6

7 Made to Stick 4.3

7 Freakonomics 4.3

9 Execution 3.8

10 4 Hour Work Week 4.4

10 Age of Turbulence 4.0

10 Who Moved My Cheese 3.2

13 Wikinomics 4.5

13 Word of Mouth marketing 3.8

13 The Goal 4.7

15 New Leaders 100 Day Action Plan 4.0

Change in Rank from 2008 Report


27

Books – All Time Recommendation

• When asked “what one business book of all time would you most recommend to fellow marketers?” Good to Great remains #1, followed by Positioning.

• This year The Tipping Point entered the Top-3

Q: What one business book of all time would you most recommend to fellow marketers?

2009 Report

Rank Title

1 Good to Great

2 Positioning

3 The Tipping Point

4 The 7 Habits of Highly Effective People

5 The World is Flat

5 Marketing Management

7 Crossing the Chasm

8 Built to Last

8 In Search of Excellence

8 Competitive Strategy

8 Blue Ocean Strategy

12 The Discipline of Market Leaders

13 The One Minute Manager

13 Competitive Advantage/Strategy

15 Execution

2008 Report

Rank Title

1 Good to Great

2 Positioning

3 7 Habits of Highly Effective People

4 Competitive Advantage/Strategy

4 The World is Flat

6 The Tipping Point

6 Innovator's Dilemma

6 How to Win Friends and Influence People

9 Art of War

10 One Minute Manager

11 Marketing Management

11 The Goal

11 Crossing the Chasm



28

Marketing/Business Gurus

• Seth Godin was mentioned by most executives as the most important marketing/business Guru

2008 Report

1 Seth Godin

2 Steve Jobs

3 Peter Drucker

4 Warren Buffet

5 David Aaker

6 Tom Peters

6 Jim Collins

8 Jack Welch

8 Malcolm Gladwell

10 Al Ries

10 Phil Kotler

12 Ram Charan

13 Thomas Friedman

13 Al Gore

13 John Kotter

13 Jack Trout

17 Peppers & Rogers

What one marketing/business Guru do you feel is most important currently?

2009 Report

1 Seth Godin

2 Warren Buffet

3 Malcolm Gladwell

4 Steve Jobs

5 Thomas Friedman

6 Jim Collins

7 Michael Porter

8 Peter Drucker

9 Tom Peters

10 Ram Charan

11 Phil Kotler

11 Jack Welch

13 Jim Stengel

13 Al Ries

• Mr. Godin occupies the top marketing guru spot two years in a row among the surveyed MENG executives



Respondents Demographics


30


• Gender– About 70% of the survey respondents are male

Male69%

Female31%


31


• Occupation Level– Over half of the respondents (58%) are executives or senior level managers– An additional 31% are owners/partners

Q: Which of the following best describes your current occupational level?

Middle Level Management

(below VP level)7%

Senior Management (VP

level)37%

Executive Management (C-

level)21%

Owner/Partner31%

Other4%


32


• Type of marketing work– Strategic planning and brand management are the most common type of

marketing functions the respondents perform on a regular basis

Advertising10%

Brand management

27%

Market Research

6%

Sales15%

Strategic planning

30%

None of these12%

Q: Which area of Marketing do you work with most closely/frequently?


33

Member Demographics

B2B32%

B2C35%

Both Equally33%

• B2B or B2C– Similar numbers of respondent engage in B2B and B2C marketing

Q: Which area of Marketing do you work with most closely/frequently?


Appendix


35

Major Trends in Detail (1/3)

Major Trend Individual Concept % of Top Box

Marketing Basics Customer Satisfaction 79%

Customer Retention 76%

Marketing ROI 65%

Brand Loyalty 61%

Segmentation 61%

Quality 56%

SEO SEO (Search Engine Optimization) 48%

Personalization Competitive Intelligence 43%

Data Mining 43%

Lead Generation 43%

E-commerce 39%

Personalization (1to1 marketing) 36%

CRM 35%

Green Marketing Alternative Energy 41%

Green Marketing 40%

Health Awareness 26%

Global Warming 23%

Multicultural/Ethnic Issues Globalization 39%

Multicultural 36%

Emerging Markets 34%

Multi-language 14%


36

Major Trends in Detail (2/3)Major Trend Individual Concept % of Top Box

Breakdown of Old Media Fragmentation of Media 36%

Time Shifting (Tivo) 13%

Innovative Branding Experiential/Emotive branding 38%

Leading through Creativity 33%

Importance of "Stories" 31%

Leading through Analytics 29%

Viral/WOM Word of Mouth 42%

Viral marketing 33%

Blogging 23%

New Media Mobile Communications 40%

Electronic Media 40%

SNS (Social Network Sites) 37%

Web 2.0 25%

CGM (Consumer Generated media) 24%

Long Tail 11%

Time Starvation Time Starvation 14%

Macro Economics Value of US Dollar 34%

Housing Markets 30%

Ability to Shop/Source Worldwide 24%

Global Risks 23%

Global terrorism 18%

Movement of skilled jobs 17%

Rising Input Prices 16%

Trade deficits 14%

Developed Markets 13%


37

Major Trends in Detail (3/3)

Major Trend Individual Concept % of Top Box

Tech Strategy Intellectual property laws 24%

Technological Disruption 23%

Business Model Disruption 21%

Convergence 17%

New Global Trading Blocs 12%

Game Theory 5%

Outsourcing Out Sourcing 15%

Selective Outsourcing 10%

Off Shoring 8%

Social Issues Credit Availability 35%

Immigration 8%

Anti-Americanism 7%

Faith Based (Religion) 4%

Other Buy American 12%

Text Analytics 10%

Six Sigma 5%


38

Concept & Buzz Word• Ranked By Top Box --- “Very Important”,

Concept/Buzz Word % of Top Box Concept/Buzz Word % of Top Box Concept/Buzz Word % of Top Box

Customer Satisfaction 79% Personalization (1to1 marketing) 36% Convergence 17%

Customer Retention 76% CRM 35% Movement of skilled jobs 17%

Marketing ROI 65% Credit Availability 35% Rising Input Prices 16%

Brand Loyalty 61% Value of US Dollar 34% Out Sourcing 15%

Segmentation 61% Emerging Markets 34% Multi-language 14%

Quality 56% Viral marketing 33% Time Starvation 14%

SEO (Search Engine Optimization) 48% Leading through Creativity 33% Trade deficits 14%

Competitive Intelligence 43% Importance of "Stories" 31% Time Shifting (Tivo) 13%

Data Mining 43% Housing Markets 30% Developed Markets 13%

Lead Generation 43% Leading through Analytics 29% New Global Trading Blocs 12%

Word of Mouth 42% Health Awareness 26% Buy American 12%

Alternative Energy 41% Web 2.0 25% Long Tail 11%

Mobile Communications 40% Ability to Shop/Source Worldwide 24% Selective Outsourcing 10%

Electronic Media 40% Intellectual property laws 24% Text Analytics 10%

Green Marketing 40% CGM (Consumer Generated media) 24% Off Shoring 8%

E-commerce 39% Global Risks 23% Immigration 8%

Globalization 39% Technological Disruption 23% Anti-Americanism 7%

Experiential/Emotive branding 38% Blogging 23% Game Theory 5%

SNS (Social Network Sites) 37% Global Warming 23% Six Sigma 5%

Multicultural 36% Business Model Disruption 21% Faith Based (Religion) 4%

Fragmentation of Media 36% Global terrorism 18%