In this article, we provide you the psychographic information which includes buyer’s habits, personality, interest and values and the demographic information includes gender, age, income, education, race, location and marital status of a marketing or advertising decision makers such as General managers, CEO, and Senior-level.
Demographics of Marketing or Advertising Leaders and Senior-level
A typical senior-level marketing person in the United States is 42 years old, white male that earns between $94,110 to $180,070 annually, has a Bachelor’s degree major in Business Management, and is located in states like Illinois and California. The demographic profile of a typical senior-level marketing decision-maker in the US can be found below.
Average Age of a Marketing Manager
- The average age of a marketing manager in the US is 42.2 years.
- The average age of male marketing and sales managers in the US workforce is 44.1 years and female marketing and sales managers is 40.1 years.
Gender Composition of a Marketing and Sales Decision Maker or Managers
- 53.6% of marketing and sales managers in the US are male, indicating that the occupation is more popular among men.
Salary/Household Income of a Marketing Managers
- In 2017, “marketing managers in the US earned an average of $102,064, $49,999 more than the average national salary of $52,065.”
- The median annual salary of marketing managers in 2018 was $134,290.
- The best-paid 25% marketing managers earned $180,070 in 2017 while the lowest-paid 25% made $94,110.
Education of a Marketing and Sales Decision Maker or Managers
- The most common major for marketing and sales managers is Business Management (40.7%) but a relatively high number of marketing and sales managers hold a major in Communications (14.3%).
- The typical entry-level qualification in the industry is a Bachelor’s degree.
Race/Ethnicity of a Marketing Managers
- The most common race/ethnicity for marketing managers in the US is white. As much as 84.3% of marketing and sales managers are white.
- ‘Asian‘ is the second-most common race or ethnicity in this occupation, accounting for 6.08% of the total managers.
Location/Spatial Concentration of a Marketing Leaders
- Marketing managers are mostly concentrated in the states of Illinois and California.
- An analysis of the website of the American Marketing Association indicates that marketing leaders most likely have a Facebook account (39.14%) and a LinkedIn account (34.56%).
Psychographics of Marketing or Advertising Decision Makers, Leaders and Managers
Senior marketing executives are bold, adaptable and decisive, with strong leadership profiles. They are experienced and culturally engaged, have a strong social media presence, and follow technology closely. They are influenced by people such as Vala Afshar, read publications like Forbes and Adweek, and like to discuss media and entertainment, as well as social issues.
1. Personality of Marketing Decision Makers
- The typical marketing executives tend to fall into the ENTJ personality type of the Myers-Briggs scale, described as “frank, decisive, assume leadership readily. Quickly see illogical and inefficient procedures and policies, develop and implement comprehensive systems to solve organizational problems. Enjoy long-term planning and goal setting. Usually well-informed, well-read, enjoy expanding their knowledge and passing it on to others. Forceful in presenting their ideas.”
- They are more likely to follow their gut feeling than other c-level executives, have empathy for the consumer, and a strong social media presence. These tech-savvy professionals are customarily driven by curiosity and a business-oriented mindset.
- Russell Reynolds examined CMOs on 60 psychometric scales to understand what is unique about this group and discovered that CMOs differ from other c-level executives across a large number of attributes and to a significant degree.
- CMOs have a pioneering spirit, act unconventionally, test limits and are not beholden to structures; they are more imaginative, active, outgoing, and bold than the rest. Adaptable, innovative and decisive professionals, they lead from the front, with an abstract way of thinking.
2. Values of Marketing Decision Makers
- Great people skills are a must-have to be successful in this position, as well as strong leadership, a visionary mindset, and the ability to translate data and marketing inputs into a coherent strategy.
- These are not “green professionals,” they bring the weight of years of experience through the ranks of the marketing chain, many times with financial and technological backgrounds. They value their time and expect others to value it as well.
- The new generation of marketing executives use words like “soul,” “purpose,” “community,” and “art and science” when describing their aspirations and strategies. They believe in collaboration, both inside and outside of companies, and are aware of consumers’ interests in their social and cultural positions. The new professionals are more well-rounded individuals, ready to exercise different roles.
- CMOs are engaged with cultural and social causes. Prominent executives are now focused on conscious marketing, and how to turn good intentions into marketing. As one executive noted, being a CMO today is “to be a voice of the user or customer and to tell the truth.” They emphasize an understanding of how the world operates and see their roles as both artists and scientists.
3. Habits and Interests of Marketing Decision Makers
- As previously mentioned, senior-level marketing executives, especially CMOs, have a strong social media presence; in fact, they are 5.6x times more prone to update their LinkedIn profile and have 3.9x as many connections as the average user.
- Regarding technology, AI was the topic of most interest in 2018, followed by digital transformation, blockchain, 5G, marketing stack, and the internet of things.
- As for the topics they engage in the most on LinkedIn, demand generation took the first spot, followed by B2B marketing, content strategy, positioning, marketing, advertisement agency, personalization, SEO, and brand loyalty.
- Outside of the professional sphere, leisure, media, and entertainment was the most discussed topic, accompanied by food, technology, automotive, financial services, and telecom.
- The most commonly used hashtags were #marketing, #cx, #braveleaders, #seeher, #cmos, #AI, #5g, #womenintech, #tech, #innovation, #healthcare, #diversity, #tbt, #leadership, #health, #wednesdaywisdom, #autism, #purpose, #data, #brand, #timesup.
- The most influential people with this cohort were, as of 2017, Vala Afshar, Tamara McCleary, Scott Brinker, Gary Vaynerchuk, Kim Whitler, Brian Solis, Jay Baer, Evan Kirstel, R. Ray Wang, and Brenner Mitchel.
- Forbes is the number one publication, followed by Inc., Medium, The New York Times, Business Insider, TechCrunch, Harvard Business Review, The Wall Street Journal, Fast Company, and Bloomberg.
- When it comes to information about their trade, Adweek takes the number one spot, succeeded by Advertising Age, Mediapost, CMO, The Drum, Marketing Land, Digiday, Marketingprofs, HubSpot Blog, and Business2Community.
- Events they followed in 2018 include the Cannes Festival, SAP consumer experience LIVE, Web Summit, Consumer Electronic Shows, South by Southwest, SAP Sapphire Now, Fortune Most Powerful Women Summit, Advertising Week New York, Fast Company Festival, PR Week Awards, and CMO Academy.
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