The second installment of the ACA’s Marketer’s Pulse finds that a majority of the Canadian marketers polled are responding to the challenges of today’s rapidly shifting landscape by changing their marketing organization structures. Overall, the report — based on a survey of 54 senior marketers — found that 60% of respondent marketing organizations are making changes.
In addition, nine in 10 respondents said they are looking to enhance their digital marketing resources.
Here are some more top-line results:
A majority (57.4%) of respondents indicated that Procurement is involved with marketing to manage MarCom agency relationships.
Over 40% of respondents are planning to make a change to their agency roster by either increasing or decreasing their number of MarCom agency partners.
Consistent with the previous survey done in March, overall changes in MarCom budgets are split almost proptionately between increasing, decreasing and stable.
Overall expectations for business conditions were more optimistic (May versus March ), with almost 95% now reporting stable to improving business expectations.
The next survey is expected to be in-field in September. Click here for more information about Marketer’s Pulse.