Customer Satisfaction Is Key To Successful Advertising

Marketers see increased customer satisfaction as the most important factor in making advertising effective, according to the latest survey from Continental Research and the Chartered Institute of Marketing (CIM).

The business omnibus study shows that marketers and finance directors have differing views on the effectiveness of marketing, with only 13% of finance directors and CEOs agreeing that advertising has a “considerable effect” on increasing customer satisfaction.

According to marketers, financial resources are the key to improving advertising effectiveness, while 37% of finance directors and CEOs say it is “very important” for marketers to stick to their budgets.

As attention turns to ensuring effectiveness in advertising, 37% of finance directors and CEOs see the ability to implement good marketing plans as very important in achieving business success, while marketers rate the implementation of marketing plans second in their essential skills.

According to the CIM the results of the survey show that there is still a considerable divergence of views between marketers, finance directors and CEOs, especially about the cycle of financial resources between the finance and marketing functions.

Earlier this month the Chartered Institute of Marketing’s annual salary survey revealed that despite the ongoing advertising downturn, marketing professionals received a 4% average pay increase last year, against a national average of 2.8% (see Marketing Salaries Defy Advertising Downturn).

Chartered Institute Of Marketing: 01628 427 500 www.cim.co.uk

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