yearly marketing survey 2014

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Welcome to the 11th edition of the Yearly Marketing Survey

#YMS2014

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Against all odds...

#YMS2014

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The Marketing Confidence Index

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Marketers are at a turning point

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

-30

-25

-20

-15

-10

-5

0

5

10

15

20

4

1315

12

2

-1

15

-5 -5

0.2

-3 -2

1

-3

-24

-15

1

-20-17

-4

MCI CCI (data from National Bank of Belgium, Feb/14)

Marketing Confidence Index compared with the Consumer Confidence Index

(N=282)

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Regained confidence in the future of marketing

81%

7%

12%

Optimistic

Pessimistic

Neutral

23%

16%

61%

Opportunities

Complex chal-lenges

Mix of challenges and opportunities

(N=282)

(N=284)

How do marketers look towards the future of marketing?

In 2014 the marketing department will face ...

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Belgian marketers are catching up with the UK

A changing overall mindset: From recession to recovery

Source: Marketing Confidence Monitor – CIM & Bloomberg

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Big Data is everywhere, or not?

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Every

2 days we create as

much information as we did from

the dawn of civilization up

until 2003Eric Schmidt

Former CEO Google

From now until 2020, the digital

universe will about double

every

2 years

International Data Corporation

We create a lot of data…

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…but what about the quality?

=

10

Big Data will have an impact sooner or later

35% DON’T COPE

with Big Data

for the moment

OR

65% ARE COPING

with Big Data

for the moment

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Is “coping with Big Data” only for the happy few?

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2014 is about sharing data

Inte

rnet

of

Th

ing

s

13

The internet is evolving to an Internet of Things with more and more connected

devices

14

2014 is about sharing data

Privacy

-Visual representing ideally something that has to do with a lack of media

knowledge or something that represents a mix of

traditional and digital media

15

How about marketer’s media knowledge?

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Marketers don’t have enough media knowledge to build an efficient media

planNew

measures for ROI of media

needed? Development of an

inner sense about

media?Investment needed in

media knowledge?

0-45% of budget will go to traditional media

45-65% of budget will go to traditional media

65-100% of budget will go to traditional media

34%

39%

27%

25%

23%

52%

% of marketing budget for traditional media

(% total respondents)

Now Future

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Revolutionary decrease of traditional media spending?

(N=171)

Source: MDB

5,7%

= weight of online media in total

media investments in Belgium

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What’s your opinion?

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Statement 1:In a cross-channeling

approach with online, I prefer

radio to newspapers and

televisionNewspapers

Magazines

Television

Cinema

Door-to-door

Outdoor

Radio

Online advertising

-13%

-11%

-7%

-6%

-1%

4%

12%

69%

-7%

-4%

2%

-4%

-3%

2%

3%

46%

Series3 20132014

Expected budget evolution in paid medianet difference (% increase - % decrease)

(N=188)

SEA INCLUDED

SEA EXCLUDED

33% SEA ONLY

What’s your opinion?

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Statement 2: Today marketers

have a lack of focus when it

comes to owned online media.

Social media - Others

Webinars

Social media - LinkedIn

Blogging

Newsletters

Social media - YouTube

Social media - Twitter

E-mailings

Social media - Facebook

Mobile applications

SEO

Website building & optimization

-5%

-3%

-2%

-5%

-6%

-5%

-3%

-5%

-6%

-1%

-2%

-2%

21%

22%

39%

39%

40%

41%

43%

51%

52%

56%

63%

68%

Budget Increase Budget Decrease

Expected budget evolution in owned online media

net difference (% increase - % decrease)

(N=188)

What’s your opinion?

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How to organize marketing anno 2014?

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A network organization: piece of cake?

Network organization between internal marketers and permanent external partners

Network organization between internal marketers and temporary external partners

Internal network organization of internal generalists and internal specialists

Marketer works only in specialized domain but connected to other teams

-11%

-20%

-31%

-46%

69%

57%

50%

38%

Organization structures of the marketing department

Efficient Inefficient (N=229)

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Agility is key

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Agility works in every environment

25

Generalist Curious about specialization

Creative

Discipline

Hard skills

Humility

Passionate about marketing

Analytical

Guts

Soft skills

Conviction

Business driven

The future marketer is a cross-functional project manager

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Content marketing: reinvented?

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Marketers are still exploring the domain of content marketing...

Source: Scott Design Inc.

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… to engage with their customers

Increase engagement with the customer

Drive sales

Build brand equity

Improve loyalty

Generate leads

Increase brand awareness

Become top of mind

Change consumer behavior

Increase website traffic

Gain SEO benefits

Other

65%

37%

37%

36%

33%

28%

26%

14%

13%

10%

2%

Top 3 - Most important objectives of content marketing(% total respondents)

(N=221)

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Practice what you preach, preach what you practice

30

Marketers, believe in your own added value!

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What are our key messages today?

Marketers are at a turning point: Become more FACTS!

Quality of data is more important than quantity of data.

Big Data is for the happy few. Interpret first your own figures!

Develop an inner sense of media and invest in media knowledge.

Become a cross-functional project manager.

Agility is key in a marketing organization.

It’s not about storytelling, but about storydoing.

Have more confidence in your own added value!

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2

3

4

5

6

7

8

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Let’s discuss the results of the Yearly Marketing Survey 2014

#YMS2014

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For more information

Bart De Bodt

Karolien Vanhelde

n Simone Ruseler

www.thehouseofmarketing.be www.ubabelgium.be