Marketers, in search of inspiration
Who participated to our survey?  The respondents’ job profiles are mainly marketing managers and general managersWhat is y...
Who participated to our survey?  Respondents are mainly active in professional services and consumer goods In what type of...
Who participated to our survey?  B2C companies are underweightIn what type of business environment do you work?           ...
The Marketing Confidence Index   The recession ghost is back        Marketing Confidence Index        Marketing Confidence...
The Marketing Confidence Index   Marketers must be more insightful   Very optimistic, marketer’s expectations for 2011 wer...
Major Marketing Challenges   Challenges for marketers are strongly customers oriented… BUT “Doing more with less” is the n...
Major Marketing Threats    Decrease in customers’ loyalty and increase of price-sensitivity are the main threatsThe evolvi...
Budget Evolution for Marketing Tactics   Short terms actions with direct contact with customers and quick results seem to ...
Budget Evolution in media   Online and owned media on the riseLess use of paid media and a stronger focus on owned & earne...
Buzzwords   Lack of originalityLast year our survey indicated that 2011 would be the year of mobile marketing. It appeared...
Social Media   Marketers are still insecure towards social media Even though not using social media in your marketing mix ...
Main skills of Marketers   Create relevant and quantifiable campaigns that connect emotionally with consumers will be cruc...
Marketers, in search of inspiration
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Final yms presentation 2012

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The results of the ninth edition of the Yearly
Marketing Survey (YMS) do not inspire
much optimism at first. Frankly, the results
are quite shocking. Where marketers were
very (overly?) enthusiastic and positive
last year, they are now very pessimistic.
It seems as if we, as marketers, have lost
our grip and are in search of inspiration.

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Final yms presentation 2012

  1. 1. Marketers, in search of inspiration
  2. 2. Who participated to our survey? The respondents’ job profiles are mainly marketing managers and general managersWhat is your current job title? 3% 2%1% 5% 28% 8% Marketing Manager Other General Manager/CEO Marketing consultant 10% Sales & Marketing Manager Product/brand/category Manager Communications Manager Sales Manager Online marketer: Trade marketer 11% 18%N= 436 14% YEARLY MARKETING SURVEY 2012 2
  3. 3. Who participated to our survey? Respondents are mainly active in professional services and consumer goods In what type of industry is your company active? 3% 6% 19% 8% Professional Services Other Consumer Goods 9% Finance & Insurance Distribution (wholesale & retail) ICT 19% Manufacturing Healthcare 9% Utilities & Resources 10%N= 436 16% YEARLY MARKETING SURVEY 2012 3
  4. 4. Who participated to our survey? B2C companies are underweightIn what type of business environment do you work? 1% 20% 43% B2B B2B and B2C B2C Other 35%N= 436 YEARLY MARKETING SURVEY 2012 4
  5. 5. The Marketing Confidence Index The recession ghost is back Marketing Confidence Index Marketing Confidence Index- reflecting marketers’ expectations in regard to marketing budgets and marketing team size - fell down to an almost historical lowness. Marketers have already lost their regained confidence observed in 2011. 30,0 20,0 Index Value 15 15 13 12 10,0 4 0,0 1 2 1 -3 -2 -3 -1 2005 2006 2007 2008 2009 2010 2011 -6 2012 -10,0 -15 -20,0 -20 -24 -30,0 MCI CI (data from feb/12) N= 436Comparing the MCI with the Consumer Confidence Index, we notice that marketers seem to projectthe current situation to the next year. What could be the reason behind this? YEARLY MARKETING SURVEY 2012 5
  6. 6. The Marketing Confidence Index Marketers must be more insightful Very optimistic, marketer’s expectations for 2011 were overrated: Expected budget increase was not realized and even a further decrease is expected. Teams didn’t expand, but are expected to stay at the same level. Number of projects keep growing, sometimes more, sometimes less than expected. Are marketers bad predictors, often too optimistic? Budget evolution: Expected vs. Actual Team evolution: Expected vs. Actual 30% 12% 11% 23% 18% 10% 8% 20% 17% 7% 8% 8% 10% 6% 10% 4% 4% 3% 0% 2% 1% 0% 0% 2007 2008 2009 -1% 2010 0% 2011 2012 0% -3% -10% 2007 2008 2009 2010 2011 2012 -2% -9% -11% -4% -20% -6% -5% -23% -23% -6% -8% -30% Expected change in budget Actual change in budget Expected change in team size Actual change in team size N= 436By being more insightful, marketers will gain the right to be in the driver’s seat when determining budgets:anticipating long term consumer trends instead of following Board guidelines derived from short term salesfigures? YEARLY MARKETING SURVEY 2012 6
  7. 7. Major Marketing Challenges Challenges for marketers are strongly customers oriented… BUT “Doing more with less” is the new watchword for 2012Being relevant and creating a dialogue with consumers were the 2 major challenges for marketers in 2011, and stay in 2012. This mightsignify marketers haven’t found the right strategies yet to truly connect with consumers and focus on the real customer needs. Making products and services more relevant for customers 53% 45% Creating a dialogue with customers 48% 41% Innovating to create new markets and get the attention of 35% customers 38% Do more with less due to budget constraints 38% Differentiating from competition 39% 37% Proving the added value of the marketing efforts 30% 29% Better integrating online and offline communication 36% 28% Improve your customer insights through the use of data 28% Tightening the collaboration with the channel partners 21% 12%N 2012 = 436 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00%N 2011 = 577 2011 2012Striking is the low importance of ROI although the newest challenge is to do more with less. YEARLY MARKETING SURVEY 2012 7
  8. 8. Major Marketing Threats Decrease in customers’ loyalty and increase of price-sensitivity are the main threatsThe evolving customers’ behavior is still considered the main threat for marketers; with a higher increase in price-sensitiveness of customersand a higher decrease in customer’s loyalty, compared to last year. Difficult and unsecure economic situation, abundance of choice, overloadof information overload is certainly causing these changes in customer’s behavior. Increasingly price-sensitive customers 53% 59% Decreasing loyalty of customers 48% 49% Increasing competition 35% 35% Lack of competences of new media 32% Marketing tiredness and overkill 39% 31% More empowered customers that are out of control of 30% marketing 30% Commoditization of products 36% 29% Lack of trust in marketing department 18% Group buying 21% 6% 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00%N 2012 = 436N 2011 = 577 2011 2012Making life easier and simpler might become a huge challenge for the marketer. Guiding the customer,and limit the options based on true advice and honest criteria. YEARLY MARKETING SURVEY 2012 8
  9. 9. Budget Evolution for Marketing Tactics Short terms actions with direct contact with customers and quick results seem to be the focus for 2012Due to decreasing budget in 2012, major marketing tactics remain: Brand activation, direct marketing and trademarketing. Expected budget evolution for marketing tactics Brand Activation 38% 18% Direct Marketing 37% 18% Point of sales materials 16% 3% Public Relations 25% 2% Guerilla -6% marketing 11% Sampling 6% -12% Events and trade fairs 19% -13% Advertising 6% -28% -14% Sponsoring -37%N 2012 = 436 -50,00% -40,00% -30,00% -20,00% -10,00% 0,00% 10,00% 20,00% 30,00% 40,00% 50,00%N 2011 = 577 2011 net difference (%increase-%decrease) 2012 net difference (%increase-%decrease)Will marketers pay the price in the future for their lack of long term thinking? YEARLY MARKETING SURVEY 2012 9
  10. 10. Budget Evolution in media Online and owned media on the riseLess use of paid media and a stronger focus on owned & earned media in a search of more impact! Expected budget evolution in media Online 64% 56% Mobile 31% 29% Own brochures and magazines 33% 19% Outdoor 9% -2% 1% -6% Radio -3% Door to door -10% -1% -10% Television -5% Cinema -13% -4% Newspapers -16% Magazines 3% -17% -30,00% -20,00% -10,00% 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00%N 2012 = 436N 2011 = 577 2011 net difference (%increase-%decrease) 2012 net difference (%increase -%decrease)Is mass media dying? YEARLY MARKETING SURVEY 2012 10
  11. 11. Buzzwords Lack of originalityLast year our survey indicated that 2011 would be the year of mobile marketing. It appeared all of asudden in the top 5 of buzzwords. This year however the importance remains stable.ROMI is increasing but shouldn’t it be more than just a buzzword? YEARLY MARKETING SURVEY 2012 11
  12. 12. Social Media Marketers are still insecure towards social media Even though not using social media in your marketing mix became unthinkable, the use of social media can be a risk in a context of growing importance of ROMI. Level of agreement by marketers with the statement -31% We are satisfied about the results of our social media activities -21% -21% We know the ROI of our social media activities -45% -7% We have enough knowledge about the possibilities of social media -25%N 2012 = 436 2012 Net difference (%agree-%disagree) 2011 Net difference (%agree-%disagree)N 2011 = 577Marketers are less satisfied with the obtained results. So what went wrong? And why do marketers insistso strongly on using social media? YEARLY MARKETING SURVEY 2012 12
  13. 13. Main skills of Marketers Create relevant and quantifiable campaigns that connect emotionally with consumers will be crucial skills to develop in 2012 64% Creating relevant content for customers 67% 52% Analyzing and quantifying the results of marketing campaigns 39% 46% Creating an emotional connection with customers 49% 34% Making creative marketing campaigns 34% 30% Managing conversations with customers 45% 28% General marketing skills to work on diverse tasks 19% 27% Expert marketing skills to work on specific and complicated tasks 26% 18% Communicating functional benefits 21% 2012 2011N 2012 = 436N 2011 = 577There is a big difference vs. 2011, where managing conversations with customers was in the top 3of skills to build up YEARLY MARKETING SURVEY 2012 13
  14. 14. Marketers, in search of inspiration

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