©2008 Peppers & Rogers Group. All rights reserved. 1to1 ® is a registered trademark of Peppers & Rogers Group. Changes to Marketing Spending and Strategy Coming in 2009 Customer Experience a Top Priority

22 Marketing Spending and Strategy in Will your 2009 marketing budget change versus 2008? Increase 1831% Decrease 1831% Stay the same 2339% Total59100%

33 Marketing Spending and Strategy in a. Will your 2009 marketing budget change versus 2008? Total* Small business Midsize company Large enterprise Increase 30.50%38.70%26.70%15.40% Decrease 30.50%29.00%26.70%38.50% Stay the same 39.00%32.30%46.70%46.20%

44 Marketing Spending and Strategy in As a percentage of your organization's revenue, will your 2009 marketing budget... Increase 1525% Decrease 2034% Stay the same 2136% NA 35% Total59100%

55 Marketing Spending and Strategy in Are you planning to reallocate marketing resources in 2009? If so, how will your spending change in 2009? IncreaseDecreaseStay the sameN/A Print 16%44%19%21% Radio 9%16%12%64% TV 5%22%9%64% Direct mail 33% 17% 68%7%21%4% Trade shows/conferences 29%28%31%12% Roundtables/focus groups 32%14%25%30% Banner ads 24%22%26%28% Search 50%14%26%10% Mobile 18%11%23%49% Social media (blogs, online communities, etc.) 69%5%12%14% Other 16%7%16%61%

66 Marketing Spending and Strategy in Do you expect the size of your marketing organization to change in 2009? Will it... Increase 1424% Decrease 814% Stay the same 3763% Total59100%

7 Marketing Spending and Strategy in As of now, what are your primary marketing goals for Note the priority of each below. Low priority234High priority N/A Branding 4%9%19%32%35%2% Awareness 4%5%25% 39%4% Education 5%14%23%26%23%9% Customer engagement 3%0%5%29%62%0% Lead generation 7% 21%22%41%2% Customer feedback 3%7%19%40%29%2% Building a customer community 9%16%21%26% 3% Other 2% 10%8%5%72%

8 Marketing Spending and Strategy in How would you define your organization? Small business 3153% Midsize company 1525% Large enterprise 1322% Total59100%

9 Marketing Spending and Strategy in 2009 Primary titles CEO, CFO, CMO Director, Marketing & Sales Managing Director President Senior Director of Marketing SVP, Marketing VP Marketing & Business Development VP Marketing Primary industries Financial services/insurance Healthcare/pharmaceuticals Manufacturing Media Nonprofit Professional services Real Estate Retail Travel and Entertainment Technology Wholesale Distribution ~ About the participants ~