Getting sound return on investment (ROI) has been named as the top priority for marketing in 2010.
ROI, which came third in last year’s survey by the Marketing Executives Networking Group (MENG), was ahead of customer retention and brand loyalty.
The poll also showed the growing importance of social media to online marketing services, with 70 per cent of those questioned saying they are planning new initiatives for this channel in 2010.
This was despite social media, Twitter and social networking being named as the buzzwords marketers are "most tired of hearing".
MENG members said China remains the top geographic region for growth, ahead of India, Latin America and Brazil.
Meanwhile, baby boomers retained the top spot as the group that provide the best opportunities for customer targeting.
Overall, 66 per cent of marketers said they feel more optimistic about business conditions for 2010, compared to six per cent who were less optimistic.
Established in 1995, MENG represents around 2,000 marketing professionals working at vice-president level and above.
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