1
Welcome to the 11th edition of the Yearly Marketing Survey
#YMS2014
2
Against all odds...
#YMS2014
3
The Marketing Confidence Index
4
Marketers are at a turning point
4
13
15
12
2
-1
15
-5 -5
0.2
-3 -2
1
-3
-24
-15
1
-20
-17
-4
-30
-25
-20
-15
-10
-5
0
5...
5
Regained confidence
in the future of marketing
81%
7%
12%
Optimistic
Pessimistic
Neutral
23%
16%
61%
Opportunities
Compl...
6
Belgian marketers are catching up
with the UK
A changing overall mindset:
From recession to recovery
Source: Marketing C...
7
Big Data is everywhere, or not?
8
Every
2 days
we create as much
information as we
did from the dawn of
civilization up until
2003
Eric Schmidt
Former CEO...
9
…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
...
11
Is “coping with Big Data” only
for the happy few?
12
2014 is about sharing data
InternetofThings
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 ...
16
Marketers don’t have enough media
knowledge to build an efficient media plan
New measures
for ROI of
media
needed? Deve...
34%
39%
27%
25%
23%
52%
0-45% of budget will go to
traditional media
45-65% of budget will go to
traditional media
65-100%...
18
What’s your opinion?
19
Statement 1:
In a cross-
channeling
approach with
online, I prefer
radio to
newspapers and
television
-13%
-11%
-7%
-6%...
20
Statement 2:
Today marketers
have a lack of
focus when it
comes to owned
online media.
-5%
-3%
-2%
-5%
-6%
-5%
-3%
-5%
...
21
How to organize marketing anno 2014?
22
A network organization: piece of cake?
-11%
-20%
-31%
-46%
69%
57%
50%
38%
Network organization between internal market...
23
Agility is key
24
Agility works in every environment
25
Generalist Curious about
specialization
Creative
Discipline
Hard skills
Humility
Passionate about
marketing
Analytical
...
26
Content marketing: reinvented?
27
Marketers are still exploring
the domain of content marketing...
Source: Scott Design Inc.
28
… to engage with their customers
65%
37%
37%
36%
33%
28%
26%
14%
13%
10%
2%
Increase engagement with the customer
Drive...
29
Practice what you preach,
preach what you practice
30
Marketers, believe in your own added value!
31
What are our key messages today?
Marketers are at a turning point: Become more FACTS!
Quality of data is more important...
32
Let’s discuss the results of the Yearly Marketing Survey 2014
#YMS2014
33
For more information
Bart
De Bodt
Karolien
Vanhelden
Simone
Ruseler
www.thehouseofmarketing.be www.ubabelgium.be
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YMSAgainst all odds final slideshare

  1. 1. 1 Welcome to the 11th edition of the Yearly Marketing Survey #YMS2014
  2. 2. 2 Against all odds... #YMS2014
  3. 3. 3 The Marketing Confidence Index
  4. 4. 4 Marketers are at a turning point 4 13 15 12 2 -1 15 -5 -5 0.2 -3 -2 1 -3 -24 -15 1 -20 -17 -4 -30 -25 -20 -15 -10 -5 0 5 10 15 20 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 MCI CCI (data from National Bank of Belgium, Feb/14) Marketing Confidence Index compared with the Consumer Confidence Index (N=282)
  5. 5. 5 Regained confidence in the future of marketing 81% 7% 12% Optimistic Pessimistic Neutral 23% 16% 61% Opportunities Complex challenges 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 ...
  6. 6. 6 Belgian marketers are catching up with the UK A changing overall mindset: From recession to recovery Source: Marketing Confidence Monitor – CIM & Bloomberg
  7. 7. 7 Big Data is everywhere, or not?
  8. 8. 8 Every 2 days we create as much information as we did from the dawn of civilization up until 2003 Eric 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…
  9. 9. 9 …but what about the quality? =
  10. 10. 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
  11. 11. 11 Is “coping with Big Data” only for the happy few?
  12. 12. 12 2014 is about sharing data InternetofThings
  13. 13. 13 The internet is evolving to an Internet of Things with more and more connected devices
  14. 14. 14 2014 is about sharing data Privacy
  15. 15. -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?
  16. 16. 16 Marketers don’t have enough media knowledge to build an efficient media plan New measures for ROI of media needed? Development of an inner sense about media? Investment needed in media knowledge?
  17. 17. 34% 39% 27% 25% 23% 52% 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 % of marketing budget for traditional media (% total respondents) Now Future 17 Revolutionary decrease of traditional media spending? (N=171) Source: MDB 5,7%= weight of online media in total media investments in Belgium
  18. 18. 18 What’s your opinion?
  19. 19. 19 Statement 1: In a cross- channeling approach with online, I prefer radio to newspapers and television -13% -11% -7% -6% -1% 4% 12% 69% -7% -4% 2% -4% -3% 2% 3% 46% Newspapers Magazines Television Cinema Door-to-door Outdoor Radio Online advertising 2013 2014 Expected budget evolution in paid media net difference (% increase - % decrease) (N=188) SEA INCLUDED SEA EXCLUDED 33% SEA ONLY What’s your opinion?
  20. 20. 20 Statement 2: Today marketers have a lack of focus when it comes to owned online media. -5% -3% -2% -5% -6% -5% -3% -5% -6% -1% -2% -2% 21% 22% 39% 39% 40% 41% 43% 51% 52% 56% 63% 68% 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 Budget Increase Budget Decrease Expected budget evolution in owned online media net difference (% increase - % decrease) (N=188) What’s your opinion?
  21. 21. 21 How to organize marketing anno 2014?
  22. 22. 22 A network organization: piece of cake? -11% -20% -31% -46% 69% 57% 50% 38% 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 Organization structures of the marketing department Inefficient Efficient (N=229)
  23. 23. 23 Agility is key
  24. 24. 24 Agility works in every environment
  25. 25. 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
  26. 26. 26 Content marketing: reinvented?
  27. 27. 27 Marketers are still exploring the domain of content marketing... Source: Scott Design Inc.
  28. 28. 28 … to engage with their customers 65% 37% 37% 36% 33% 28% 26% 14% 13% 10% 2% 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 Top 3 - Most important objectives of content marketing (% total respondents) (N=221)
  29. 29. 29 Practice what you preach, preach what you practice
  30. 30. 30 Marketers, believe in your own added value!
  31. 31. 31 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! 1 2 3 4 5 6 7 8
  32. 32. 32 Let’s discuss the results of the Yearly Marketing Survey 2014 #YMS2014
  33. 33. 33 For more information Bart De Bodt Karolien Vanhelden Simone Ruseler www.thehouseofmarketing.be www.ubabelgium.be
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