2018 State of Marketing Report – Call for Participants

Chapter looks to build on thought-leading 2017 research


Media Contact:

Bill Winn, Vice President of Content, American Marketing Association San Diego, content[at]sdama[dot]org

SAN DIEGO, CALIF. (Jan. 21, 2018) — As the San Diego chapter of the American Marketing Association (AMA San Diego) ramps up to produce the 2018 edition of its State of Marketing Report – The San Diego Perspective, the organization welcomes inquiries from area marketing leaders interested in participating.

In 2017, AMA San Diego published its first-ever report detailing current marketing trends and best practices, with rich insights from 38 area marketing leaders at 32 San Diego enterprises. The chapter shared its findings at an August, 2017 panel discussion; find the highlight video on YouTube.

AMA San Diego looks to build on its thought-leading 2017 research by interviewing and publishing insights from a new group of C- and VP-level marketers at a similar number of area brands in 2018. Executives interested in participating are encouraged to contact the chapter via email at content[at]sdama[dot]org.

AMA San Diego, jointly with marketing research and innovation consultancy Q2 Insights, Inc. (Q2 Insights) and design and innovation agency FreshForm, compiled the 2017 qualitative research study on the state of marketing in the U.S. from a San Diego perspective.

AMA San Diego will once again partner with Q2 Insights and FreshForm in 2018. Q2 Insights will design and conduct the survey and compile the resulting report, while FreshForm will contribute strategic vision and creative design to the report.

2017 study featured well-known San Diego brands

These organizations were represented in the 2017 study:

  • Broken Yolk Café
  • Burger Lounge
  • Del Mar Fairgrounds
  • Hewlett Packard
  • IBM
  • Illumina
  • Jack in the Box
  • Jacobs Center for Neighborhood Innovation
  • Karl Strauss Brewing Company
  • Kyriba
  • La Jolla Playhouse
  • Min Gei International Museum
  • Mitchell International
  • National Funding
  • Omni La Costa Resort
  • PatientSafe Solutions
  • Perfect Bar
  • Port of San Diego
  • Qualcomm
  • Sandel Avionics
  • San Diego Gulls
  • San Diego Museum of Art
  • San Diego Opera
  • San Diego Padres
  • San Diego Symphony
  • Scripps Health
  • Sharp Healthcare
  • Search Optics
  • Urban Plates
  • Visit Carlsbad
  • WD-40

The interviews, conducted by Q2 Insights and FreshForm on behalf of AMA San Diego, surfaced the most pressing issues confronting marketing executives today:

  • Ascendancy of mobile and video marketing
  • Importance of the customer experience
  • Adoption of CRM and marketing automation tools
  • Usage of marketing research techniques
  • Implementation of segmentation and personalization strategies
  • Usage of data and analytics
  • Importance of calculating return on marketing investment
  • Evolving role of the chief marketing officer
  • Constraints of marketing budgets

The 2017 report is available for download at https://www.sdama.org/report/. AMA San Diego also published a series of eight articles authored by Q2 Insights on the alignment between the issues surfaced in the State of Marketing report and the Seven Big Problems in the Marketing Industry identified by the AMA in its first-ever Intellectual Agenda. Find the articles at https://www.sdama.org/knowledge/. Finally, the study was discussed on an episode of AMA San Diego’s This Week in Marketing podcast featuring Q2 Insights President Kirsty Nunez and FreshForm President Scott Robinson. Find it at https://www.sdama.org/knowledge/state-marketing-redux/.


About AMA San Diego

The San Diego Chapter of the American Marketing Association (AMA San Diego) is a professional organization that is committed to developing powerhouse marketers within the San Diego business community. AMA San Diego’s activities are made possible by our sponsors, Q2 Insights, FreshForm, Elevator, Winkler Designs, Richtr Financial Studio, M2 Digital Post, QuestionPro, KAAR, GreenRope, Whova, UCSD Extension, Comet Creative, TurningPoint Executive Search and Campaign Creators. Get involved at https://www.sdama.org/.

About Q2 Insights, Inc.

Experts in marketing research and innovation, Q2 Insights delivers information vital to strategic and tactical brand and marketing decisions. Q2 Insights blends cutting-edge innovation work with a full-spectrum of research methodologies – all totally customized to client goals. The consultancy has offices in San Diego and New Orleans. Learn more at https://q2insights.com/.

About FreshForm

FreshForm is a design and innovation agency. FreshForm uses a strategic design approach, called human-centered design, which puts people at the heart of everything we do. We design brands, products, services, and experiences that create personal connections and value for a wide array of innovative Fortune 500s, world-renowned universities, and growth-oriented businesses. Learn more at www.freshform.com.

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