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Marketer Survey

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Exit Survey
 
 
Thank you for participating in the 2014 Advertiser Survey!

Your participation in this study is completely voluntary; it consists of 4 pages with 5 independent question sections. The entire survey will take no longer than 15 minutes; a small investment given the return, a report compiling the results made available from both IAB Canada and AMA Toronto.

If you feel uncomfortable answering any question, you can skip it and move to the next one. Your survey responses will be strictly confidential and data from this research will be reported only in the aggregate. Your information will be coded and will remain confidential.

At the end of this survey you will have an option to provide your name and email address. This information will be used solely to enter you in a draw for two free in-person courses from IAB Canada OR a $250 gift card from Future Shop! You will also have the option to request a copy of the survey results upon the study completion.

If you have questions at any time about the survey, please contact Kelly Sanderson at 416-598-3400 ex 29 or by email at [email protected].

Click "continue" to start the survey!
 
 
 
Section 1 - About Your Organization
 
 
What industry is the company you work for involved in?
 
Alcohol
 
Automotive
 
CPG
 
Energy
 
Entertainment
 
Finance
 
Lottery
 
Government
 
Hospitality
 
Insurance
 
Non-profit
 
Pharma
 
Restaurant
 
Retail
 
Sports
 
Technology and Wireless
 
Travel/Tourism
 
Other (Specify)
 
 
 
 
How large is the company you work for?
 
1-10 employees
 
11-50 employees
 
51-100 employees
 
101-500 employees
 
500+ employees
 
 
What % of your annual media budget is spent on paid digital?
 
<10%
 
10%-20%
 
21% -30%
 
31%-40%
 
41%-50%
 
51%+
 
Prefer not to say
 
Don't Know
 
 
 
Where would you say your company is in terms of digital marketing efforts?
 
Leading edge
 
Ahead of most
 
At or around competition
 
Behind industry and competitors
 
Just starting…still a lot to get done
 
 
 
What industry organizations is your company currently a member of?
 
Interactive Advertising Bureau (IAB)
 
American Marketing Association (AMA)
 
Canadian Marketing Association (CMA)
 
Association of Canadian Advertisers (ACA)
 
None/unknown
 
Other (Specify)
 

 
 
 
Section 2 - Digital Marketing Today
 
 
The next set of questions will be used to discover what marketing tactics your company/brand is currently involved in, as well as to assess your personal level of comfort with digital.
 
 
 
Which of the following communications tactics does your company commonly use to support its marketing initiatives? Select all that apply.
 
Owned Digital - Corporate Social Media/Blogs, Branded Website, etc
 
CRM/Email Marketing
 
Magazine
 
Newspaper
 
Online Display Banners
 
Out of Home
 
Paid Search (PPC)
 
Radio
 
Traditional TV

 
 
Rank each tactic on its ability to effectively achieve your brands goals (top being the most effective and the last being the least effective).

Drag and drop each tactic into the correct order.
Drag your choices here to rank them
     
     
    When managing the execution of specific campaigns, what external resources/agencies does your company typically employ for various media? Check one per medium.
    Advertising Agency (AOR) Digital Agency PR Agency Handled Internally Don’t Know Other N/A
    CRM - Customer Relationship Marketing (Management)
    Email Marketing
    Magazine
    Mobile (App Development, Mobile Payment, etc)
    Newspaper
    Out of Home
    Owned Content Marketing (Web)
    Paid Digital Advertising (Banner/ Pre-roll/ Social/ PPC)
    Radio
    Social Media
    TV
     
     
    How do you measure the success of your digital marketing campaigns? Select all that apply.
    Primary metric Metric used Not used
    Click thru rate (CTR)
    Cost Per Thousand (CPM) efficiency
    Cost Per View (CPV) engagement
    Consumer engagements (likes, mentions, followers etc)
    Sales in store
    Sales on site
    Share of Impression (SOI)/Share of Voice (SOV)
    Quantity of Site traffic
     
     
     
    Who do you typically turn to FIRST for digital advertising/media advice? Select only one.
     
    Digital Agencies
     
    Outside Consultants
     
    Industry Publications/ Websites
     
    Marketing Colleagues ( same company)
     
    Marketing Peers (different company)
     
    Media Agencies
     
    Media Agency/AOR
     
    Trade Associations
     
    Other (Specify)
     
     
     
     
    If digital courses or workshops were to be offered, how would they best be utilized in your organization? Select all that apply.
     
    To keep your Digital experts up to speed on evolving technologies and media alternatives
     
    To train new and entry employees
     
    To raise understanding and awareness of general marketing group (Category/Brand Management)
     
    To train adjacent departments such as HR and Legal on best practices as they support digital initiatives
     
    We do not require any digital training

     
     
    Please rate each of the following statements based on whether you agree or disagree:
    Agree Disagree
    Digital marketing is a constant cycle of trial and error
    I feel overwhelmed by the pace of change in digital
    I have the digital skills and tools necessary to do my job effectively
    I know more about digital marketing than my manager
    I know our digital marketing is working
    I know our marketing is working
    Marketing has changed more in that past 5 years than in the last 50
    My company doesn't want to invest in digital marketing
    People who work for me know more about digital marketing than I do
    We are under pressure to move to digital faster
    We are lacking proven methods to measure and understand ROI
     
     
     
    Section 3 - Looking Forward
     
     
     
    Study after study has indicated that Canadian marketing and media dollars are moving increasingly toward digital. The term “digital” covers many different areas of expertise. The next section will look at what tactics and expertise you are using to address different marketing problems, and where you see digital heading in the future.
     
     
    Please review the list of activities below and rate how much more, or less, of each activity your company is doing compared to last year:
    A lot more A little more About the same A little less A lot less Have never done
    Developing presence in social media channel (non-paid)
    Digital display advertising (banners; static and rich media, video)
    Hiring staff with digital expertise
    Mobile Marketing
    Optimize and update branded website
    Paid Search
    Paid social media (sponsored stories/tweets, etc)
    Programmatic Digital Media Procurement/Buying
    Search Engine Optimization (SEO)
    Sponsored Content marketing
     
     
    On a scale of 1 to 5 scale where 1 is NOT AT ALL IMPORTANT and 5 is EXTREMELY IMPORTANT, how important is each of the following to your company TODAY?
    1 2 3 4 5
    Big Data - Data management
    Brand Website
    Customer Relationship Management (CRM)
    Magazine
    Mobile Marketing
    Newspaper
    Out of Home
    Paid Digital Advertising
    Paid Search
    Personalization of Communications
    Radio
    Social Media (Non Paid)
    TV Advertising
     
     
    On a scale of 1 to 5 scale where 1 is NOT AT ALL IMPORTANT and 5 is EXTREMELY IMPORTANT, how important do you think each of the following will be to your company in 3 YEARS?:
    1 2 3 4 5
    Big Data - Data management
    Brand Website
    Customer Relationship Management (CRM)
    Magazine
    Mobile Marketing
    Newspaper
    Out of Home
    Paid Digital Advertising
    Paid Search
    Personalization of Communications
    Radio
    Social Media (Non Paid)
    TV Advertising
     
     
     
    Section 4 - Digital Marketing Concerns
     
     
    When thinking about digital media, how do you feel it performs when compared to a traditional TV buy on the below metrics?
    Significantly Better Better The Same Not As Good Much Worse
    Ability to deliver brand message
    Ability to build reach
    Ability to target a specific audience
    Ability to drive awareness
    Ability to engage the audience
    Ability to be cost effective
     
     
     
    What would you say is the biggest barrier to spending more media and/or marketing dollars on digital? Select only one.
     
    Budget issues
     
    Company believes it currently has the right media mix
     
    Do not feel digital can build substantial reach
     
    Inability to prove success in digital vs. other channels
     
    Lack of common metrics to better understand digital and traditional advertising efforts
     
    Lack of understanding
     
    Other (Specify)
     
     
     
    Recently there has been media coverage regarding online privacy, how concerned is your brand/ company about the privacy laws coming into effect?
     
    Very concerned
     
    Kind of concerned
     
    Legal team is responsible for monitoring
     
    My brand is not affected
     
    Not aware of privacy laws effecting advertisers
     
     
    How concerned are you with the below issues facing digital advertising?
    Very concerned Kind of concerned Not concerned Have not heard of
    Ad blocking software
    Ad blindness
    Ad viewability
    Cookie deletion
    Lack of common metrics between traditional and Digital advertising
    Lowering click thru rates (CTRs)
    Managing customer comments/questions/complaints
    Traffic Fraud
     
     
     
    Section 5- About You
     
     
     
    How would you best describe your area of responsibility?
     
    Brand/Category
     
    Digital Marketing
     
    Marketing Lead (oversee all or most functions)
     
    Media Planning and/or Buying (in-house)
     
    Other (Specify)
     
     
     
     
    What is your current job title?
     
    C-level
     
    VP
     
    Director
     
    Manager
     
    Executive
     
    Assistant/Coordinator
     
    Other (Specify)
     
     
     
    How familiar are you with the following aspects of digital media?
    Very Familiar Kind of Familiar Have heard the name but nothing else Not familiar at all
    Attribution Modeling
    Mobile Marketing
    Paid Search
    Pre Roll
    Programmatic Media Procurement/ Buying
    Rich Media
    Rising Star Ad Units
    SEO
     
     
     
    How have you acquired your digital marketing knowledge? Select all that apply.
     
    In-Person training courses (outside of school)
     
    In-School Full time
     
    In-School Part time (night school)
     
    Online training courses/classes (outside of school)
     
    On-the-job experience
     
    Professional industry groups/communities
     
    Trade conferences/seminars
     
    Watching other brands/companies
     
    Other (Specify)
     

     
     
     
    What topics would you like to see covered at upcoming Digital conferences/workshops? (Select all that apply)
     
    Content Marketing
     
    Digital Inspiration: Showcasing great innovative work with great results
     
    Digital Marketing General: A variety of areas covered
     
    Marketing Analytics
     
    Mobile Marketing
     
    Programmatic Media Buying (RTB)
     
    Social Media – Paid, Owned & Earned Tactics
     
    Other (Specify)
     

     
     
     
    What courses would you (or your team members) be interested in attending? (Select all that apply)
     
    Digital Marketing, custom course
     
    Digital Marketing, general
     
    Marketing Analytics
     
    Mobile Marketing
     
    Paid Social Media Tactics
     
    Programmatic Media Buying (RTB)
     
    Social Media
     
    Content Marketing
     
    Other (Specify)
     

     
     
     
    If an IAB Marketer Council for Advertisers were to be created in which Advertisers/Marketers discussed solutions to shared digital advertising concerns/issues, would you be interested in participating?
     
    Very interested
     
    Interested
     
    Somewhat interested
     
    Not interested
     
     
    Thank you for participating in our first annual advertiser survey! Your participation makes it easier for associations like IAB Canada and AMA Toronto ensure we are providing you with the best possible support and value for your membership.


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    IABlcanadaLogo_40x40 IAB Canada is the only organization fully-dedicated to the development and promotion of digital/interactive advertising in Canada.
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