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Vanson Bourne Full Research Report: Directions in Tech Marketing

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Vanson Bourne full market research report on the changes in tech marketing discovered in recent research with IT Vendors in the UK.

Vanson Bourne full market research report on the changes in tech marketing discovered in recent research with IT Vendors in the UK.

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  • 1. Directions in Tech Marketing Intelligent Market Research
  • 2. Directions in Tech Marketing Contents Executive Summary Trends in tech marketing management The changing culture of tech marketing From "Creatives" to Content Builders - the new tech marketer Multi-channel communications and the role of social media Data Big Trends Has marketing communications become more or less centralised in recent years? What is the trend in your company in terms of outsourcing marcomms? Is your organisation's most senior marcomms professional on the main board? What are the top trends you see driving B2B technology marketing today? Brands to Leads What are the top trends you see driving B2B technology marketing today? In which of these ways would you say the culture of marketing communications in your business has principally changed over the past few years? What departments/teams beyond marketing/PR/communications use your target market research? Which of the following are the three most important factors when measuring campaign success? 2-5 2 3 4 5 6-23 6-9 6 7 8 9 10-13 10 11 12 13 Marketer as researcher How do you track social media use by customers? In which of these ways would you say the culture of marketing communications in your business has principally changed over the past few years? Do you break-out the evaluation of campaign success across the different disciplines? E.g. social media, print advertising, DM, PR etc. How do you research your target market? When do you research your target markets? 14-18 14 Changing skill sets Which marketing skills do you regard as most valuable in B2B/B2C technology marketing? Combination grid showing answers ranked first, second and third. Which marketing skills do you regard as most valuable in B2B/B2C technology marketing? Grid showing skills ranked as 'most important'. Do you run integrated campaigns; i.e. ones that use different marcomms platforms/channels Thinking about technology marcomms, in which of the following areas do you think there is a lack of skills? When thinking about your organisation's ability in using tools such as data analytics, social media/analytics and insight tools, to what extent do you agree with the following statements: 19-23 Demographics About Vanson Bourne 01 | Vanson Bourne - Contents 15 16 17 18 19 20 21 22 23 24-25 26
  • 3. Directions in Tech Marketing Trends in tech marketing management The first key trend is towards the centralisation of marketing. Half of respondents acknowledge that this is the direction of travel, compared with only 20% who say the opposite (p6). Perhaps the corollary to this is the slightly weaker, but still evident, phenomenon of bringing marketing communications in-house (p7). Somewhat more than one-third (37%) say this is how things are moving in their marketing department; this compares with only 7% who say the trend is to outsource more of their marcomms activity. 02 | Vanson Bourne - Trends in Tech Marketing Management The next characteristics to arise here are, again, possibly related: in only just over a third of cases (37%) is the company's most senior marketing communications professional on the main board (p8) AND in 81% of cases, marketing budgets are being cut (p9). The incidence of budget reduction is the main trend of a number identified in the survey, and which will be considered later. It is certainly arguable that the shifts we see in the next section are a consequence of budget reduction (as are the moves to re-centralisation and in-sourcing mentioned above).
  • 4. Directions in Tech Marketing The changing culture of tech marketing Respondents are virtually unanimous that the culture of marketing has changed in their business over the past few years (p12). The weakness of the general economy is the likely cause of budget cutting and general retrenchment, as discussed above. And symptomatic of difficult market conditions is a greater focus on driving sales 68% of respondents are experiencing this re-definition of marketing's role (p9). Tech marketers also see the rise of social media as a key trend that is driving change in B2B marketing. Close behind "budget reduction", identified as a driving trend by 81% of our survey participants, social media is now a big factor for 75% of respondents (p9). Whether the growth in use of social media is fuelled by the "push" requirement to reduce expenditure or the "pull" requirement to respond to the market's increased use of social media is debatable. It's most likely that both play a part and, when it comes to the thrust of marketing within a respondent's own company, 81% say that a greater emphasis has been placed on social media (p12) - making it the top way the culture of marketing communications has changed over recent years. 03 | Vanson Bourne - The changing culture of tech marketing Reflecting the macro trend toward demand generation, 54% now say that marketing communications in their business are less about brand development and more about demand generation (p12). A hint at how far in this direction the role of marketing has moved, when asked which departments or teams beyond marketing use market research commissioned by marketing, 89% select "Sales" compared with only 60% saying "Strategy/planning" (p13). By the same token, 93% say "sales leads" are an important factor in assessing a campaign's success, versus only 25% who rate "brand perception" as important (p14). Other key cultural changes are in the areas of focused targeting and tracking/ evaluation (p12). This development will be considered again later.
  • 5. Directions in Tech Marketing From "Creatives" to Content Builders - the new tech marketer "Generating relevant audience insight" and "content creation" are now the mostly widely valued skills in technology marketing - over two-thirds of respondents selected these attributes in their top three. This contrasts with the 39% who selected "creativity" in their top three skills (p19). This might raise some eyebrows, but, looking at the outcomes discussed above - lower budgets, tighter focus, the absolute need to feed sales at the expense of brand development, it's clear that the possibly stereotypical view of a marketer as essentially a "creative type" is outmoded. Science has replaced art. Continuing the "marketing sciences" theme, the third most highly-regarded marketing skill in B2B is now the "ability to evaluate and prove ROI/value of marcomms" (p19). This reinforces the view, discussed earlier, that tracking and evaluation have become major trends in a tech marketing environment haunted by tight budgets and the need to deliver enough quality leads to tick at least one ROI box. 04 | Vanson Bourne - From "Creatives" to Content Builders - the new tech marketer 93% of respondents research their target market and a wide array of data sources are used to support the focused targeting, to develop meaningful content and to measure impact (p17). And 69% are doing this continuously (p18), doubtless producing reams of data that requires analysis and interpretation. This element of the process seems likely to be causing tech marketers their biggest headache. How so? We asked in what areas of tech marcomms is there a lack of skills; the top responses are "data analysis" and "making sense of different data sources", both selected by 42% of respondents, with "trends analysis" close behind on 36% (p22). These figures suggest that the speedy changes in marketing culture have outstripped the typical tech marketer's skill set. Reflecting back on the trends toward centralisation (which usually means headcount reduction) and in-sourcing, is this skill deficit likely to be resolved except through the use of skilled third-parties?
  • 6. Directions in Tech Marketing Multi-channel communications and the role of social media Social media has permeated all aspects of the tech marketer's role. 61% now say a "working knowledge of the burgeoning array of marcomms channels, including social media" is one of the key marketing skills (p19). 90% of respondents run integrated campaigns across multiple platforms and channels (p21), whilst 73% are required to evaluate campaign performance across the platforms separately (p10). When judging campaign performance, only 10% measure "social media chatter and mentions" in and of themselves, but "audience engagement" (71%) and "web traffic" (42%), which are arguably outcomes of good social media campaign practice, are seen as important campaign KPIs (p14). 05 | Vanson Bourne - Multi-channel communications and the role of social media In the context of researching the market, particularly keeping track of customers, 44% are now using "social media/analytics" and 31% "social media customer insight tools" (p17). In the context of the in-house versus outsource picture, 58% of respondents that are using social media use in-house tracking tools, compared with only 16% that use an external specialist of some kind. Nearly all the others are not tracking social media at all (p15).
  • 7. Big Trends Has marketing communications become more or less centralised in recent years? Base: all respondents It's more centralised 51% It's more decentralised/localised 19% It's stayed the same 51% Total 30% Base 51% say marketing communications has become more centralised 06 | Vanson Bourne - Big Trends 59
  • 8. Big Trends What is the trend in your company in terms of outsourcing marcomms? Base: all respondents We are moving in neither direction 37% The trend is towards outsourcing more of our marketing communications function 7% Base 07 | Vanson Bourne - Big Trends 56% The trend is towards doing more in-house 37% say the trend is towards doing more in-house Total 59
  • 9. Big Trends Is your organisation's most senior marcomms professional on the main board? Base: all respondents Total Yes 37% No 63% Base In only 37% of surveyed organisations is the most senior marcomms professional on the board 08 | Vanson Bourne - Big Trends 59
  • 10. Big Trends What are the top trends you see driving B2B technology marketing today? 81% say budget reduction 81% Rise of social media 75% 68% 53% Consumerisation of IT 49% Rise of mobile data/the "mobile apps" economy 40% Increased competition in our primary market 32% Drive to maximise average revenue from each customer 21% Rise of cloud computing 19% Market convergence 16% Industry consolidation 09 | Vanson Bourne - Big Trends Budget reduction Multi-platform access of our website/business systems 11% Outsourcing customer insight/analytics 9% Increasing competition from traditionally B2C companies 4% *Other (please specify) 75% say rise in social media Total Greater focus on driving sales 75 % Base: only asked of respondents from organisations with a B2B focus 7% Base 57 * Other (please specify): With email marketing and social media there is a perception that marketing can be done quickly and easily from sales; 50% of the decision is made before contacting a company via online research, content based marketing, digital marketing
  • 11. Brands to Leads What are the top trends you see driving B2B technology marketing today? 68% say greater focus on driving sales Base: only asked of respondents from organisations with a B2B focus Total Budget reduction 81% Rise of social media 75% Greater focus on driving sales 68% Multi-platform access of our website/business systems 53% Consumerisation of IT 49% Rise of mobile data/the "mobile apps" economy 40% Increased competition in our primary market 32% Drive to maximise average revenue from each customer 21% Rise of cloud computing 19% Market convergence 16% Industry consolidation 11% Outsourcing customer insight/analytics 9% Increasing competition from traditionally B2C companies 4% *Other (please specify) 7% Base 57 * Other (please specify): With email marketing and social media there is a perception that marketing can be done quickly and easily from sales; 50% of the decision is made before contacting a company via online research, content based marketing, digital marketing 10 | Vanson Bourne - Brands to Leads
  • 12. Brands to Leads In which of these ways would you say the culture of marketing communications in your business has principally changed over the past few years? 54% say it's less about brand development and more about demand generation Base: all respondents Total A greater emphasis has been placed on social media 81% A greater emphasis has been placed on targeting specific audiences 69% Keeping track of customers has increased in importance 54% It's less about brand development and more about demand generation 54% A greater emphasis has been placed on evaluation, especially calculating ROI in communications 47% Traditional marcomms now not perceived as delivering ROI 19% We've adopted B2C communications principles/We've adopted B2B/corporate communications principles 14% It hasn't changed Base 11 | Vanson Bourne - Brands to Leads 2% 59
  • 13. Brands to Leads What departments/teams beyond marketing/PR/communications use your target market research? Base: only asked of respondents who do research their target market Sales 89% Strategy/planning 60% R&D/Product development 89% indicated that other than marketing/PR/communications teams it is the Sales department who use target market research Total 38% Customer service/customer insight 33% Board 27% Finance 4% HR 4% No other departments and teams use our audience insight 4% *Other (please specify) 2% Base * Other (please specify): Product Line Management 12 | Vanson Bourne - Brands to Leads 55
  • 14. Brands to Leads Which of the following are the three most important factors when measuring campaign success? Base: only asked of respondents who do research their target market Audience engagement 71% 42% Editorial coverage 37% Brand perception 25% Audience reach 19% 10% Awards Brand Perception 93% Social media chatter and mentions Sales Leads 25% Sales leads Web traffic 93% Total 2% Base 13 | Vanson Bourne - Brands to Leads 59
  • 15. Marketer as researcher How do you track social media use by customers? Nearly a1/4 say we don't track social media use by customers Base: only asked of respondents whose organisation uses social media methods to research target markets Total We use social media tracking tools in-house 58% Our social media agency does it 13% We have hired a specialist agency for this purpose 3% We don't track social media use by customers 23% * Other (please specify) 3% Base * Other (please specify): Apollo report 14 | Vanson Bourne - Marketer as researcher 31
  • 16. Marketer as researcher In which of these ways would you say the culture of marketing communications in your business has principally changed over the past few years? 69% say a greater emphasis has been placed on targeting specific audiences Total A greater emphasis has been placed on social media 81% A greater emphasis has been placed on targeting specific audiences 69% Keeping track of customers has increased in importance 54% It's less about brand development and more about demand generation 54% A greater emphasis has been placed on evaluation, especially calculating ROI in communications 54% say that keeping track of customers has increased in importance Base: all respondents 47% Traditional marcomms now not perceived as delivering ROI 19% We've adopted B2C communications principles/We've adopted B2B/corporate communications principles 14% It hasn't changed Base 47% say a greater emphasis has been placed on evaluation especially calculating ROI in communcations 15 | Vanson Bourne - Marketer as researcher 2% 59
  • 17. Marketer as researcher Do you break-out the evaluation of campaign success across the different disciplines? E.g. social media, print advertising, DM, PR etc. Base: all respondents Total Yes 73% No 27% Base 73% 73% break-out the evaluation of campaign success across the different disciplines 16 | Vanson Bourne - Marketer as researcher 59
  • 18. Marketer as researcher How do you research your target market? 7% indicated that they don’t research their target market Base: all respondents Total Market data reports 69% Formal customer feedback (survey) 68% We commission market research 64% Informal customer feedback (anecdotal) 61% Social media/analytics 44% Social media customer insight tools 31% We run surveys in-house surveys 31% Big data/customer analytics 22% We don't research our target market 7% * Other (please specify) 2% Base 59 * Other (please specify): Usage in the cloud 17 | Vanson Bourne - Marketer as researcher
  • 19. Marketer as researcher When do you research your target markets? 69 Base: only asked of those respondents who do research their target markets % Total We are constantly gathering insight from our target market 69% We only gather audience insight for planning campaigns 20% Don't know 11% Base 69% say they are constantly gathering insight from their target market 18 | Vanson Bourne - Marketer as researcher 55
  • 20. Changing skill sets Which of the following marketing skills do you regard as the most valuable in B2B/B2C technology marketing? 61% say a working knowledge of the burgeoning array of marcomms channels, including social media 19 | Vanson Bourne - Changing skill sets Combination grid showing answers ranked first, second, and third Base: all respondents Total Ability to generate relevant audience insight 69% Content creation 66% Ability to evaluate and prove ROI/value of marcomms 63% Working knowledge of the burgeoning array of marcomms channels, including social media 61% Creativity 39% *Other (please specify) 2% Base 59 * Other (please specify): Ability to do many and varied things at the same time
  • 21. Changing skill sets Which of the following marketing skills do you regard as the most valuable in B2B/B2C technology marketing? 27% 24% 10% Grid showing which skills ranked as “most important”. Base: all respondents Ability to evaluate and prove ROI/value of marcomms 24% Content creation 22% 17% 10% Other (please specify) creativity 27% Creativity evaluate and prove ROI/value of marcoms Ability to generate relevant audience insight Working knowledge of the burgeoning array of marcomms channels, including social media generate relevant audience insight Total 0% Base 20 | Vanson Bourne - Changing skill sets 59
  • 22. Changing skill sets Do you run integrated campaigns; i.e. ones that use different marcomms platforms/channels? Base: all respondents Total Yes 90% No 10% Base 90% say they do run integrated campaigns 21 | Vanson Bourne - Changing skill sets 59
  • 23. Changing skill sets Thinking about technology marcomms, in which of the following areas do you think there is a lack of skills? Base: all respondents Data analysis data analysis making sense of different data sources 22 | Vanson Bourne - Changing skill sets trends analysis 42% Trends analysis 36% 32% 32% Social media 36% Making sense of different data sources Creativity 42% 42% Evaluation 42% Total 29% None of the above 12% Base 59
  • 24. Changing skill sets When thinking about your organisation's ability in using tools such as data analytics, social media/analytics and insight tools, to what extent do you agree with the following statements: We are having to outsource increasing research aspects of our job to suppliers/agencies Base: only asked of respondents whose organisations use social media/ analytics, social media customer insight tools or data analytics to research target markets Total 1 - strongly disagree 9% 2 - disagree 29% 3 - neither agree nor disagree 31% 4 - agree 26% 5 - strongly agree 32% 6% Average Base 23 | Vanson Bourne - Changing skill sets 2.91% 35
  • 25. Demographics How old is your organisation? How many employees work in your organisation? Base: all respondents Total Less than 1 year old 0% Fewer than 50 employees 7% 1-3 years 3% 51 - 250 employees 10% 3-6 years 0% 250 - 1,000 employees 12% 6-12 years 14% More than 1,000 employees 71% Older than 12 years 83% Base Average age of organisation (years) 14 Base 59 24 | Vanson Bourne - Demographics Base: all respondents Total 59
  • 26. Demographics Does your business mainly sell to businesses or consumers? Which of the following is your organisation's main focus? Base: all respondents Total Base: all respondents Total B2B 97% Software 36% B2C 3% Services 24% Base 59 Cloud computing 12% Networking 8% Security 7% Storage 5% Telecoms and related 2% *Other (please specify) 6% Base 59 * Other (please specify): Hosting x2; Payment Gateway; Security; Software, services, cloud and hardware 25 | Vanson Bourne - Demographics
  • 27. About Vanson Bourne About Vanson Bourne Vanson Bourne is an independent and specialist market research provider for the global technology sector. We have a demonstrable track record of helping our clients better understand and communicate more effectively in their target markets, providing market research with real statistical rigour. Our expertise in sampling, design and assured project management combine with informed data insights and market context to deliver highly effective technology marketing. 26 | Vanson Bourne - About Vanson Bourne
  • 28. Vanson Bourne Construction House Winchester Road Burghclere Newbury RG20 9EQ Tel: +44 (0) 1635 550 449 Email: enquiries@vansonbourne.com Web: www.vansonbourne.com Intelligent Market Research

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