Yearly Marketing Survey 2014

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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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