Presentation at the STIMA Congress of the results of the marketing research done by STIMA, AMS and Graydon.

1. Trends and evolutions
Jens Verboven & Thorsten Strauss
Marketing 2016

2. Research in
cooperation with

3. Introduction
Marketing 2016: trends and evolutions
• Most surveys only talk about what people do or not do
 descriptive analysis
• We aimed at the next possible level of insight after
causality by looking for significant correlations
 analytical analysis

4. About the participants
Marketing 2016: trends and evolutions
705 respondents:
B2B as well as B2C

5. The results

6. Marketing 2016: trends and evolutions
Content marketing has
arrived in the
mainstream
perception
The results
Marketing tactics

7. Marketing 2016: trends and evolutions
Marketers are still
holding on to their
traditional tactics
The results
Marketing tactics

8. Marketing 2016: trends and evolutions
Less than 1/3 of the
marketers have a genuine
quantitative insight into the
impact of social media
The results
Social media

9. Marketing 2016: trends and evolutions
Digital Marketing

10. Marketing 2016: trends and evolutions
However, digital
marketing is on the rise
The results
Digital marketing
• Top 5 digital marketing tools
• Integration of total platform solutions

11. Marketing 2016: trends and evolutions
Digital Transformation
Big data

12. Marketing 2016: trends and evolutions
Big data is a hot topic, yet
almost half of the
respondents don’t really
know what it is about
The results
Big data

13. Marketing 2016: trends and evolutions
Respondents expect
the importance of big
data to increase
The results
Big data

14. Marketing 2016: trends and evolutions
Respondents recognize the
importance of customer
centricity and plan to focus
more on their customers
in 2016
The results
Customer centricity

15. Marketing 2016: trends and evolutions

16. Marketing 2016: trends and evolutions
A positive trend is that
over 13% of the
marketing budget is
spent on analytics.
The results
Marketing budget

17. Marketing 2016: trends and evolutions
There’s a gap
between marketers’
‘hard’ and ‘soft’ skills
The results
Marketing skills

18. Analytical insights

19. Analytical insights
Marketing 2016: trends and evolutions
Only marketers know
the real challenge
Marketing departments rate themselves higher on
all other dimensions (creativity, empathy, …) than
non-marketers.
But they rate their own analytical capability lower
than non-marketers.

20. Analytical insights
Marketing 2016: trends and evolutions
It is time to review your
analytical capabilities
and investments
Only perceived analytical capability is
correlated to perceived marketing team
performance.

21. Analytical insights
Marketing 2016: trends and evolutions
Strong case for
importance of analytics
The negation of the previous statement is that
neither teamwork nor communication capabilities
showed a significant correlation to perceived
performance.

22. Analytical insights
Marketing 2016: trends and evolutions
Better in analytics means
higher budgets
Those who perceive
themselves to be better at analysis expect higher
marketing budgets in the future.

23. Conclusions
overall
Marketing 2016: trends and evolutions
Only marketers know how big the analytical gap
really is or how challenging analytics is as a topic in
marketing.
Successfully bridging this gap is the key to higher
performance and thus higher budgets.
Analytical capability should be the priority
for marketers in 2016.

24. Questions
and answers
Marketing 2016: trends and evolutions

25. The report
Marketing 2016: trends and evolutions
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