American Marketing Association
Releases 2004 Marketing Salary Survey Results
Beyond Compensation, Results Also Reveal
Insights into Marketing Professionals and the Companies They Keep
The American Marketing Association along with Aquent have released the 2004
Aquent/AMA Marketing Salary Survey. Claiming to be the most comprehensive of
its kind ever conducted, the survey offers an in-depth exploration of the
dynamics at work in marketing today, as well as the little explored area of
psychographics – charting the personality traits of an individual – in the
In a surprising turn from the trend of the last two decades, according to
the survey, today’s marketing professional no longer measures personal
achievement solely in terms of financial compensation. Of the close to
10,000 AMA members and Aquent contacts polled, professional satisfaction now
includes new elements such as corporate culture, business ethics, work/life
balance, and pride in accomplishment. Also high on the list are appropriate
levels of responsibility, the ability to make full use of skills, and
Equally significant is that of the respondents who reported an increase in
their core business over the last five years, over 80% consider their
company to be socially responsible or ethical. Conversely, of those
participants whose core business decreased over the same period, only 61%
view their companies in a positive light.
Therefore, the survey demonstrates that beyond an equitable salary, a
pleasant work environment, and the opportunity to grow and exercise their
skills, today’s marketing professionals are looking for a company of which
they can be proud. Clearly, ethics play an important part in overall job
“We originally designed the survey as a tool to help us stay ahead of the
marketplace by creating an even better fit between our consultants and
client companies,” says Jenny Norwood, Aquent’s Marketing Director.
“Offering the survey free of charge on the Internet is Aquent’s contribution
to opening the lines of communication between all marketing professionals
and their employers in this compelling new environment,” she adds.
Further key findings include:
More than 80% of marketers surveyed
regarded marketing ROI and new technology initiatives as very important.
Job satisfaction means much more than a
paycheck; work/life balance, the level he or she is trusted, corporate
culture, the fit between job responsibilities and skills and business
ethics are all important components.
Over 60% believe that understaffing is a
severe problem for their organization.
More than half of all marketers stated that
firefighting and time management are problematic.
87% of marketers polled work more than 40
hours per week.
92% of those who feel their skills closely
match their job’s demands express satisfaction with their current level of
Dissatisfaction is common among those who
believe they are overqualified for their jobs.
58% feel firefighting and time managements
are problematic. In companies with over 10,000, the figure is even higher.
80% of marketers from smaller companies
rated the caliber of their work as exceptional. The percentage rating
their work exceptional decreased dramatically as company size increased.
Middle managers are more inclined to feel
their projects are rushed.
“This unusual survey
benefits both marketing professionals and hiring companies by examining
issues beyond standard compensation and job satisfaction levels,” says Nancy
Costopulos, Senior Director Marketing and Sales for the American Marketing
Association. “The survey demonstrates a clear understanding of the
marketplace and will keep marketing professionals well informed of salary
trends.” National in scope, the Aquent survey was conducted online by
Vermont-based 6 Degrees. It drew upon close to 10,000 respondents from a
sample set of over 70,000 marketing professionals – 95% of which are
The survey findings, as well as an online salary tool, are available at www.marketingsalaries.com.
MarketingHire.com - 2004 Median Marketing Salaries
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