DIGITAL MARKETING LANDSCAPE IN BELGIUM
2013 SURVEY
Background
In 2011, we conducted our first survey of the digital
marketing landscape in Belgium
In 2013, we repeated this ...
Main findings summary
Switch to digital has happened
Digital in total marketing budget
Digital vs Off-line
Breakthrough of...
BUDGET SPENT ON DIGITAL
GROWING FAST
% of total marketing budget spent on digital
marketing (2011 – 2013)
Q: What percentage of your total marketing budget do ...
% of digital in total mkt budget
0
5
10
15
20
25
2011 Survey
2013 survey
Digital > 50% of marketing budget:
From 26%(2011)...
CHANGES IN
DIGITAL VS OFFLINE MARKETING BUDGETS
DIGITAL CHANNELS:
ADOPTION RATES, BUDGET ALLOCATION &
INVESTMENT PLANNING
EVOLUTION 2011 – 2013 / INVESTMENT PLANNING FOR ...
ADOPTION DEGREE
BREAKTHROUGH FOR SOCIAL AND MOBILE
Digital channels adoption rates: 2011-2013
%ofcompaniesreporting:
‘Wedoitatthemoment’
Q: Where does your company stand wit...
Social adoption 2011 – 2013
From +90% (advertising) to +40% (presence and monitoring)
Social presence set to become as wid...
0
20
40
60
80
100
2011 survey 2013 survey
Mobile adoption
Mobile sites have reached 50% adoption rate (+218%)
Adoption of ...
Digital channels adoption rates: 2011-2013
SEO and SEA: stagnating
Analytics: stagnating
0
20
40
60
80
100
2011 survey 201...
Digital channels adoption rates: 2011-2013
0
20
40
60
80
100
2011 survey 2013 survey
New categories in 2013 survey:
Conten...
Divide an investment of 100€: 2011 - 2013
0
5
10
15
20
25
2011 survey 2013 survey
%budgetallocation
Q: If you could invest...
Divide an investment of 100€: 2011 - 2013
Content marketing (new category in 2013 survey)
immediately becomes second large...
Divide an investment of 100€: 2011 - 2013
Website, Content Marketing, Social Presence, SEO and e-mail marketing
account fo...
Digital channels investment plans 2014%ofcompaniesplanningtoinvestmore
0
10
20
30
40
50
60
2011 survey 2013 survey
Q: To w...
0%
10%
20%
30%
40%
50%
60%
2011 2013
%ofcompaniesplanningtoinvestmore
Digital channels investment plans 2014
Majority of c...
Digital channels investment plans 2014
Heavy investment focus for 2014 on
Content Marketing and Social Presence
0%
10%
20%...
DIGITAL MARKETING FOCUS QUADRANT
2013 COMPARED TO 2011
Digital marketing focus quadrant
23
NICHE
These are areas that are quite
unexplored by Belgian companies: there
is a low u...
Digital marketing focus quadrant 2011
24
Runner-ups
Niche
Certainties
Mean all items
Mature
Bubble size = current budget a...
25
Runner-ups
Niche
Certainties
Mean all items
Mature
Bubble size = current budget allocation
Classic websites
E-commerce
...
RETURN ON INVESTMENT
‘It is difficult to
determine the ROI
of my digital marketing efforts’
% of companies
that agree
has risen
from 44%to 48%
...
In view of
continuously rising
investments in
the switch to digital,
these findings are
cause for concern
Together with fi...
INVESTMENTS IN PEOPLE & KNOWLEDGE
0%
5%
10%
15%
20%
25%
outsource reasons 2011 outsource reasons 2013
What are the main reasons why you call upon
external p...
Although ‘knowledge reasons’ remain important reasons to call
upon external parties, companies seem to have caught up
with...
What are the main reasons why you call upon
external parties for your digital marketing
activities? (max 3 answers)
‘Pract...
Divide budget of 100€
over the following domains
(new question in 2013 survey)
0%
5%
10%
15%
20%
25%
30%
35%
40%
Technolog...
Divide budget of 100€
over the following domains
(new question in 2013 survey)
56% of budgets go to the company’s own peop...
More information about our services?
www.reference.be
or
info@reference.be
SURVEY: The digital marketing landscape in Belgium - The Reference
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SURVEY: The digital marketing landscape in Belgium - The Reference

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The Reference Digital Marketing Survey for Belgium:
Has the Switch to digital happened?

Belgian companies are increasingly diverting budgets from offline marketing to digital marketing. A two-yearly survey by The Reference reveals that the number of companies that spend over half of their total marketing budget on digital is rising rapidly, from 26% two years ago to 37% in 2013. More importantly maybe, although 65% of companies plan to raise their digital marketing budgets – exactly as much as 2 years ago – now 50% of companies also plan to lower their offline marketing budgets.

Check out www.reference.be for full press release and other findings from the survey.
Check out our slide set for graphs and highlights

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SURVEY: The digital marketing landscape in Belgium - The Reference

  1. 1. DIGITAL MARKETING LANDSCAPE IN BELGIUM 2013 SURVEY
  2. 2. Background In 2011, we conducted our first survey of the digital marketing landscape in Belgium In 2013, we repeated this survey Same questions Some additional questions This presentation mainly: findings about remarkable evolutions 2011 - 2013
  3. 3. Main findings summary Switch to digital has happened Digital in total marketing budget Digital vs Off-line Breakthrough of social and mobile Content marketing is very important In spite of growing adoption and budgets, still difficult to determine ROI or attribute revenue
  4. 4. BUDGET SPENT ON DIGITAL GROWING FAST
  5. 5. % of total marketing budget spent on digital marketing (2011 – 2013) Q: What percentage of your total marketing budget do you spend on digital marketing? Please give a number between 0 and 100. %ofcompanies % of digital in total mkt budget 0 5 10 15 20 25 2011 Survey 2013 survey
  6. 6. % of digital in total mkt budget 0 5 10 15 20 25 2011 Survey 2013 survey Digital > 50% of marketing budget: From 26%(2011) to 37%(2013) of companies Q: What percentage of your total marketing budget do you spend on digital marketing? Please give a number between 0 and 100. % of total marketing budget spent on digital marketing (2011 – 2013) %ofcompanies
  7. 7. CHANGES IN DIGITAL VS OFFLINE MARKETING BUDGETS
  8. 8. DIGITAL CHANNELS: ADOPTION RATES, BUDGET ALLOCATION & INVESTMENT PLANNING EVOLUTION 2011 – 2013 / INVESTMENT PLANNING FOR 2014
  9. 9. ADOPTION DEGREE BREAKTHROUGH FOR SOCIAL AND MOBILE
  10. 10. Digital channels adoption rates: 2011-2013 %ofcompaniesreporting: ‘Wedoitatthemoment’ Q: Where does your company stand with regard to the following forms of digital marketing? 0 10 20 30 40 50 60 70 80 90 100 2011 survey 2013 survey
  11. 11. Social adoption 2011 – 2013 From +90% (advertising) to +40% (presence and monitoring) Social presence set to become as widely adopted as classic website 0 20 40 60 80 100 2011 survey 2013 survey Digital channels adoption rates: 2011-2013 %ofcompaniesreporting: ‘Wedoitatthemoment’
  12. 12. 0 20 40 60 80 100 2011 survey 2013 survey Mobile adoption Mobile sites have reached 50% adoption rate (+218%) Adoption of apps, advertising and games: Still low, but strong growth 2011 - 2013 Further strong growth expected: +/- 40% of companies report that they are implementing or considering Digital channels adoption rates: 2011-2013 %ofcompaniesreporting: ‘Wedoitatthemoment’
  13. 13. Digital channels adoption rates: 2011-2013 SEO and SEA: stagnating Analytics: stagnating 0 20 40 60 80 100 2011 survey 2013 survey %ofcompaniesreporting: ‘Wedoitatthemoment’
  14. 14. Digital channels adoption rates: 2011-2013 0 20 40 60 80 100 2011 survey 2013 survey New categories in 2013 survey: Content marketing: 62% adoption Cross- and multichannel campaign mgt: 53% adoption %ofcompaniesreporting: ‘Wedoitatthemoment’
  15. 15. Divide an investment of 100€: 2011 - 2013 0 5 10 15 20 25 2011 survey 2013 survey %budgetallocation Q: If you could invest EUR 100 in the following forms of digital marketing, how would you divide up this EUR 100? Please give a figure between 0 and 100 per form. The total must equal 100.
  16. 16. Divide an investment of 100€: 2011 - 2013 Content marketing (new category in 2013 survey) immediately becomes second largest investment category (Lower investment in classic websites (and some other categories) probably explained by the shift to content management) 0 5 10 15 20 25 2011 survey 2013 survey %budgetallocation
  17. 17. Divide an investment of 100€: 2011 - 2013 Website, Content Marketing, Social Presence, SEO and e-mail marketing account for 50% of investments Are budgets becoming too thinly spread? 0 5 10 15 20 25 2011 survey 2013 survey %budgetallocation
  18. 18. Digital channels investment plans 2014%ofcompaniesplanningtoinvestmore 0 10 20 30 40 50 60 2011 survey 2013 survey Q: To what extent is your company planning to invest more or less in the following forms of digital marketing in 2014?
  19. 19. 0% 10% 20% 30% 40% 50% 60% 2011 2013 %ofcompaniesplanningtoinvestmore Digital channels investment plans 2014 Majority of cies planning to invest more Large part of cies (>40%) planning to invest more +/- a third of cies planning to invest more Only 20% of cies planning to invest more
  20. 20. Digital channels investment plans 2014 Heavy investment focus for 2014 on Content Marketing and Social Presence 0% 10% 20% 30% 40% 50% 60% 2011 2013 %ofcompaniesplanningtoinvestmore
  21. 21. DIGITAL MARKETING FOCUS QUADRANT 2013 COMPARED TO 2011
  22. 22. Digital marketing focus quadrant 23 NICHE These are areas that are quite unexplored by Belgian companies: there is a low uptake and investments don’t seem to increase significantly in the near future. RUNNER-UPS Few companies are currently adopting these digital marketing techniques, but many companies see potential in them in the near future. If companies keep investing in them and they turn out to deliver added value / ROI, these initiatives might evolve into certainties. CERTAINTIES These are digital marketing initiatives which have been adopted by most Belgian companies. Moreover, most companies are planning to invest more into these areas, meaning these actions will remain the foundations for their digital marketing plans. MATURE These are digital marketing actions which are used quite common among Belgian companies. Companies will keep investing into these areas, but allocated budgets won’t increase that much anymore. 2012investmentintention Currently implemented
  23. 23. Digital marketing focus quadrant 2011 24 Runner-ups Niche Certainties Mean all items Mature Bubble size = current budget allocation Classic websites E-commerce sites Banner advertising Web analytics SEO SEA E-mail marketing Mobile sites Mobile apps Mobile games Mobile ads Social ads Social presence Social media monitoring 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012higherinvestmentintention Currently implemented
  24. 24. 25 Runner-ups Niche Certainties Mean all items Mature Bubble size = current budget allocation Classic websites E-commerce sites Banner advertising Web analytics SEO SEA E-mail marketing Mobile sites Mobile apps Mobile ads Social ads Social presence Social media monitoring Content marketing Multichannel campaign mgt 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Futureinvestment Implemented Digital marketing focus quadrant 2013 (Content marketing & multichannel campaign management are new items that were added in the 2013 survey)
  25. 25. RETURN ON INVESTMENT
  26. 26. ‘It is difficult to determine the ROI of my digital marketing efforts’ % of companies that agree has risen from 44%to 48% ‘What percentage of total revenue can you attribute to digital marketing?’ (new question in 2013 survey) 55%(!) of companies say they ‘don’t know’ 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% don't agree at all don't agree neutral agree Agree entirely 2011 2013 0% 5% 10% 15% 20% 25% 30% 35% Don't know we don't measure it Don't know, but we definitely plan to measure it Between 0 - 10% Between 11-20% Between 21-30% Between 31-40% Between 41-50% Over 50%
  27. 27. In view of continuously rising investments in the switch to digital, these findings are cause for concern Together with findings about analytics Adoption rate flat compared to 2011 (79% ) Only 7% of budget (otherwise thinly spread) Only 34% planning to invest more this evolution is alarming 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% don't agree at all don't agree neutral agree Agree entirely 2011 2013 0% 5% 10% 15% 20% 25% 30% 35% Don't know we don't measure it Don't know, but we definitely plan to measure it Between 0 - 10% Between 11-20% Between 21-30% Between 31-40% Between 41-50% Over 50% ‘What percentage of total revenue can you attribute to digital marketing?’ ‘It is difficult to determine the ROI of my digital marketing efforts’
  28. 28. INVESTMENTS IN PEOPLE & KNOWLEDGE
  29. 29. 0% 5% 10% 15% 20% 25% outsource reasons 2011 outsource reasons 2013 What are the main reasons why you call upon external parties for your digital marketing activities? (max 3 answers)
  30. 30. Although ‘knowledge reasons’ remain important reasons to call upon external parties, companies seem to have caught up with regard to their knowledge in the past 2 years What are the main reasons why you call upon external parties for your digital marketing activities? (max 3 answers) 0% 5% 10% 15% 20% 25% outsource reasons 2011 outsource reasons 2013
  31. 31. What are the main reasons why you call upon external parties for your digital marketing activities? (max 3 answers) ‘Practical reasons’ are becoming more important to call upon external parties 0% 5% 10% 15% 20% 25% outsource reasons 2011 outsource reasons 2013
  32. 32. Divide budget of 100€ over the following domains (new question in 2013 survey) 0% 5% 10% 15% 20% 25% 30% 35% 40% Technology New people Developing the skills of people who are already in house Outside agencies Allocate budget of 100 € in following domains
  33. 33. Divide budget of 100€ over the following domains (new question in 2013 survey) 56% of budgets go to the company’s own people: Hopefully, this will help to solve the ROI- and attribution problems 0% 5% 10% 15% 20% 25% 30% 35% 40% Technology New people Developing the skills of people who are already in house Outside agencies Allocate budget of 100 € in following domains
  34. 34. More information about our services? www.reference.be or info@reference.be
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