The document discusses the results of a yearly marketing survey conducted in Belgium. It finds that marketing confidence is back, with expectations of increased projects, budgets, and team sizes in 2011 compared to previous years. Marketers recognize the huge potential of mobile marketing to increase relevance and engage customers. Creating a dialogue with customers is seen as a major challenge for 2011 and marketers intend to use online and mobile channels to facilitate this dialogue.

1. CONFIDENCE IS BACK

2. Agenda
Table of contents
1. Methodology
2. The Marketing Confidence Index
3. Increasing Relevance through Mobile
4. Engaging in a Dialogue via Social Media
YEARLY MARKETING SURVEY 2011 2

3. Agenda
Table of contents
1. Methodology 1. Methodology
2. The Marketing Confidence 2. The confidence is back
Index
3. Increasing Relevance through Mobile
3. Increasing Relevance through Mobile
4. Engaging in a Dialogue via 4. Engaging in a Dialogue via Social Media
Social Media
YEARLY MARKETING SURVEY 2011 3

4. Methodology
The sample is representative for the Belgian marketing landscape
 The survey was conducted online between December 3rd 2010 and
January 1st 2011.
 We had 577 qualitative resonses
 23% of respondents works in a large marketing department
consisting of more than 30 marketers while another 38% works in
small marketing departments with 5 marketers or less.
 44% works in a B2B environment versus 22% in a B2C
environment. The remaining 34% works in a hybrid environment.
 The sectors professional services and consumer goods are
represented by more than 100 marketers each.
YEARLY MARKETING SURVEY 2011 5

5. Agenda
Table of contents
1. Methodology
2. The Marketing Confidence Index
3. Increasing Relevance through Mobile
4. Engaging in a Dialogue via Social Media
YEARLY MARKETING SURVEY 2011 6

6. Agenda
Table of contents
1. Methodology 1. Methodology
2. The Marketing Confidence 2. The confidence is back
Index
3. Increasing Relevance through Mobile
3. Increasing Relevance through Mobile
4. Engaging in a Dialogue via 4. Engaging in a Dialogue via Social Media
Social Media
YEARLY MARKETING SURVEY 2011 7

7. The Marketing Confidence Index
2011 marks a major positive shift in the marketing confidence index
Marketing Confidence Index
The MCI is an average of 3 indices: the expected number of projects, the expected team size and the expected budget for the next year.
30% 26,8% 27,5% 24,7%
22,6% 25,7%
25%
20%
15%
9,5%
10%
5% 6,0%
0%
2004 2005 2006 2007 2008 2009 2010 2011 2012
YEARLY MARKETING SURVEY 2011 8

8. The Marketing Confidence Index
Consumers are equally optimistic as the economic outlook improves
Comparison consumer index and MCI Legend:
MCI
Belgian consumer index
(January values)
2006 2007 2008 2009 2010 2011
YEARLY MARKETING SURVEY 2011 9

9. The Marketing Confidence Index
The optimism is mainly driven by a significant increase in expected projects…
MCI: the three variables split up
70%
60,00%
60% 55,30%
51,80%
49% 48,15%
50%
40%
30% 25,40%
22,60% 20,80% 18,28%
17,10%
20% 19,70%
7,60% 8,20% 8%
10% 5,40% 3,80% 10,75%
0,60%
0%
0% -0,70% -3,30%
2005 2006 2007 2008 2009 2010 2011
-10%
Expectations about the amount of project in 2011 Expectations about the amount of budget in 2011 Expectations about the team size
YEARLY MARKETING SURVEY 2011 10

10. The Marketing Confidence Index
The optimism is also fueled by the outperforming actual changes
Evolution in team size Evolution in projects Evolution in budget
30%
60% 20%
12%
10% 50% 10%
8% 36,80%
40% -0,2%
6% 0%
3,20%
4% 2006 2007 2008 2009 2010 2011
30%
2% -10%
0% 0,60%
20%
-2% 2006 2007 2008 2009 2010 2011 20,80% -20%
-4% 10%
-6% -30%
0%
-8%
2006 2007 2008 2009 2010 2011
Actual change in team size Actual budget change
Actual change in projects
Expected change in team size
Expected change in projects Expected budget change
YEARLY MARKETING SURVEY 2011 11

11. Agenda
Table of contents
1. Methodology 1. Methodology
2. The Marketing Confidence2. The confidence is back
Index
3. Increasing Relevance through Increasing Relevance through Mobile
3. Mobile
4. Engaging in a Dialogue via4. Engaging in a Dialogue via Social Media
Social Media
YEARLY MARKETING SURVEY 2011 12

12. Agenda
Table of contents
1. Methodology
2. The Marketing Confidence Index
3. Increasing relevance through Mobile
4. Engaging in a dialogue through Social Media
YEARLY MARKETING SURVEY 2011 13

13. Increasing relevance through Mobile
Marketers recognize the huge potential of mobile marketing to increase relevance
Expected evolution of buzzwords in 2011?
Social Media 78 %
Mobile Marketing 70 %
Customer Experience 70 %
Green Marketing 64 %
Customer Intelligence 63%
N= 577 In 2010 Top 5 Not in 2010 Top 5
% of respondents answering increase
YEARLY MARKETING SURVEY 2011 14

14. Increasing relevance through Mobile
B2B and B2C marketers agree on the importance of Mobile Marketing
B2B buzzword evolution B2C buzzword evolution
Social Media 79% Social Media 80%
Mobile Marketing 68% Customer Experience 74%
Customer Intelligence 66% Mobile Marketing 71%
Green Marketing 66% Green Marketing 64%
Customer Experience 65% Conversation Manager 63%
N= 253 % of respondents answering increase N= 127 % of respondents answering increase
YEARLY MARKETING SURVEY 2011 15

15. Increasing relevance through Mobile
The green marketing hype seems to fade out. However for social media a further
B2B and B2C marketers agree on the importance of Mobile Marketing
increase is expected…
Historic evolution of Top buzzwords
Social Media
80%
Mobile
75% Marketing
70%
Customer
65% Experience
Green
60% Marketing
ROMI
55%
50%
45%
40%
2006 2007 2008 2009 2010 2011
ROMI Green Marketing Social Media Customer Experience
N= 577
YEARLY MARKETING SURVEY 2011 16

16. Increasing relevance through Mobile
Mobile and Online are expected to be the fastest growing media
Anticipated media budget evolution in 2011
Own brochures and magazines 7% 50% 43%
Cinema 22% 11% 66%
Door to door 24% 19% 57%
Outdoor 14% 30% 56%
Mobile 6% 55% 39%
Online 4% 76% 20%
Magazines 25% 29% 46%
Newspapers 27% 20% 54%
Radio 21% 23% 56%
Television 25% 22% 53%
N= 577
Decrease Increase Stable
% of respondents
YEARLY MARKETING SURVEY 2011 17

17. Nog titel toevoegen
Nog subtitel toevoegen
Pieterjan Bouten
YEARLY MARKETING SURVEY 2011 18

18. Location
Simply put, location changes everything
Location based marketing is the interaction with
customers by their location, offering value-based
opportunities that increase customer loyalty and encourage
social sharing.
YEARLY MARKETING SURVEY 2011 19

19. The future is mobile
Shortly, the mobile internet will be bigger than desktop internet
1.600
1.400
Internet users (Millions)
Mobile internet > desktop internet
1.200
Mobile internet
Desktop internet
800
400
2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: Morgan Stanley 2010
YEARLY MARKETING SURVEY 2011 20

20. Mobile today
Smartphones already outsold PC’s in Q4
>
100M 90M
Source: IDC 2011
YEARLY MARKETING SURVEY 2011 21

21. Mobile today
Belgium market less developed…
Reasons:
• Prohibition of combined
sales until recently
• High subscription fees
• Lack of flat rate data plans
• Limited 3G coverage by
operators (e.g. BASE)
2009 Source: Commscore 2010
YEARLY MARKETING SURVEY 2011 22

22. Mobile today
…but catching up
17% Reasons:
20%
• Better & cheaper
smartphones
• Social networks
• Cheaper data plans (e.g.
Mobile Vikings)
2009 2010 Source: Commscore 2010
YEARLY MARKETING SURVEY 2011 23

23. Mobile Today
Some numbers
400.000 Belgian iPhones
100.000.000 iPhones
820.000.000 Smartphones
4.100.000.000 Cellphones
YEARLY MARKETING SURVEY 2011 24

24. Relevance
Relevance in mobile = utility marketing
Utility Marketing framework
• Does it fulfil an unmet need, is it unique
• When and how often can it be used
• Is it actually useful
• Is it satisfying and rewarding
• Resources needed to keep it alive
YEARLY MARKETING SURVEY 2011 25

25. Relevance
Being relevant shortens the loyalty track
YEARLY MARKETING SURVEY 2011 26

26. Relevance B2C
Case 1: Nike +
• Launched September 2010
• Paying application: $ 1,99 – €1,59
• Uses typical features of iPhone
 GPS
 Accelerometer
 iTunes
• What does it do?
 Nike+ GPS App Product video
• N°1 grossing app for several weeks in the
Apple app store worldwide
YEARLY MARKETING SURVEY 2011 27

27. Relevance B2C
Case 2: Peak Performance
• Launched December 2010
• Free application
• Uses following features of iPhone
 GPS
• What does it do?
 Download ski maps of +1.000 resorts wordlwide
 Locate yourself and share your position
 Get the latest detailed weather info & webcams
• Great tool for every snowboarder and skier
• N°1 sports app in several local app stores,
+ 10.000 downloads worldwide
• It is a platform, many future possibilities
YEARLY MARKETING SURVEY 2011 28

28. Agenda
Table of contents
1. Methodology
2. The Marketing Confidence Index
3. Increasing Relevance through Mobile
4. Engaging in a dialogue via Social Media
YEARLY MARKETING SURVEY 2011 29

29. Agenda
Table of contents
1. Methodology 1. Methodology
2. The Marketing Confidence Index confidence is back
2. The
3. Increasing Relevance through Mobile Relevance through Mobile
3. Increasing
4. Engaging in a Dialogue via Social Mediain a Dialogue via Social Media
4. Engaging
YEARLY MARKETING SURVEY 2011 30

30. Engaging in a dialogue via social media
Creating a dialogue is recognized as principal marketing challenge for 2011
Major marketing challenges for 2011
Making products and services more relevant for customers 53%
Creating a dialogue with customers 48%
Differentiating from competition 39%
Better integrating online and offline communication 36%
Innovating to create new markets and get the attention of customers 35%
Proving the added value of the marketing efforts 30%
Giving more support and assistance to customers 22%
Tightening the collaboration with the channel partners 21%
N= 577 Accelerating time to market 17%
% of occurrence in top 3
YEARLY MARKETING SURVEY 2011 31

31. Engaging in a dialogue via social media
Furthermore, our management expects marketing to engage in a dialogue
General Manager/CEO Marketing manager
Making products and services more Making products and services more
55% 53%
relevant for customers relevant for customers
Creating a dialogue with customers
52% Creating a dialogue with customers 46%
Differentiating from competition
32% Differentiating from competition 33%
Better integrating online and offline Better integrating online and offline
39% 33%
communication communication
Innovating to create new markets and Innovating to create new markets and
39% 36%
get the attention of customers get the attention of customers
Proving the added value of the Proving the added value of the
32% 34%
marketing efforts marketing efforts
Giving more support and assistance to Giving more support and assistance to
16% 26%
customers customers
Tightening the collaboration with the Tightening the collaboration with the
13% 26%
channel partners channel partners
Accelerating time to market
23% Accelerating time to market 14%
N= 62 % of occurrence in top 3 N= 169 % of occurrence in top 3
YEARLY MARKETING SURVEY 2011 32

32. Engaging in a Dialogue via Social Media
Creating a dialogue is among our principal communication objectives
Main communication objectives for 2011
Creating brand loyalty 50%
Creating a dialogue with customers 49%
Creating awareness 45%
Stimulating purchase 44%
Creating liking and preference 42%
Stimulating word of mouth about the brand 37%
Creating knowledge about features and benefits 33%
N= 577 % of occurrence in top 3
YEARLY MARKETING SURVEY 2011 33

33. Engaging in a Dialogue via Social Media
We mainly use Online and Mobile channels to engage in a dialogue
Expected media budget evolution in 2011
Own brochures and magazines 7% 50% 43%
Cinema 22% 11% 66%
Door to door 24% 19% 57%
Outdoor 14% 30% 56%
Mobile 6% 55% 39%
Online 4% 76% 20%
Magazines 25% 29% 46%
Newspapers 27% 20% 54%
Radio 21% 23% 56%
Television 25% 22% 53%
N= 577
Decrease Increase Stable
% of respondents
YEARLY MARKETING SURVEY 2011 34

34. Engaging in a Dialogue via Social Media
Within Online and Mobile channels, Social media should help us to dialogue
Online and Mobile elements that will be used in the online mix of 2011
Social media 70%
Website building and optimization 70%
Search engine optimization 68%
Newsletters 66%
Direct marketing e-mailings 66%
Online advertising 61%
Search engine advertising (e.g. google adwords) 53%
Mobile apps 34%
Blogging 32%
Mobile sites 21%
Affiliate Marketing 20%
Webinars 17%
N= 386 % of respondents
YEARLY MARKETING SURVEY 2011 35

35. Engaging in a Dialogue via Social Media
Yet, we are not pleased with the contribution of Social Media to our objectives
Evaluation of social media contribution to objectives
17%
We are satisfied about the results of our social media activities 44,19%
-39%
15%
We know the ROI of our social media activities 25,65%
-59%
30%
We have enough knowledge about the possibilities of social media 14,04%
-56%
Agree Neutral Disagree
N= 577 % of respondents
YEARLY MARKETING SURVEY 2011 36

36. Engaging in a Dialogue via Social Media
Who can help create content for an interesting dialogue?
Most wanted marketing skills to reach our objectives
Creating relevant content for customers 67%
Creating an emotional connection with customers 49%
Managing conversations with customers 45%
Analyzing and quantifying the results of marketing campaigns 39%
Making creative marketing campaigns 34%
Expert marketing skills to work on specific and complicated tasks 26%
Communicating functional benefits 21%
General marketing skills to work on diverse tasks 19%
N= 577 % of occurrence in top 3
YEARLY MARKETING SURVEY 2011 37

37. Engaging in a Dialogue via Social Media
Earned media will become increasingly important
Past Media Mix Current Media Mix
Owned Owned media
media Website, e-mail, RSS
Website, e-mail, RSS feeds, blogs, vlogs,
feeds, blogs, vlogs, podcasts...
podcasts...
Paid
Earned Earned media
Paid media media
media Facebook, Twitter,
Banners, Youtube, forums, SEO,
Banners, affiliate Facebook, affiliate Flickr, Blogs about your
marketing, SEA Twitter, Forums, marketing, brand, ...
SEO SEA
YEARLY MARKETING SURVEY 2011 38

38. Conversations & content
let’s get organised
Koen Delvaux
YEARLY MARKETING SURVEY 2011 39

39. Why conversations
Because advertising doesn’t work anymore
These eyeballs are not for sale
YEARLY MARKETING SURVEY 2011 40

40. The answer is in social media
“follow the user” principle brings our messages to new media channels
campaign campaign campaign
(outdoor) (TV) (Facebook)
YEARLY MARKETING SURVEY 2011 41

41. Because it’s not about campaigns
Campaigns are nice to manage, but not quite a commitment to your customers
YEARLY MARKETING SURVEY 2011 42

42. A campaign is like a session with a shrink.
not a real conversation
YEARLY MARKETING SURVEY 2011 43

43. Sometimes, social media feels like this.
YEARLY MARKETING SURVEY 2011 44

44. But when you’re prepared to loose control
it becomes like this.
YEARLY MARKETING SURVEY 2011 45

45. Give it time to grow*
* now is the time to
learn and observe.
As yourself, not as a
company.

46. Don’t start if you have things to hide
Social media works like an X-ray machine
YEARLY MARKETING SURVEY 2011 47

47. Because the truth is out there…
And people want to know what you’re up to.
YEARLY MARKETING SURVEY 2011 48

48. Why do you
want to dive
into social
media?
YEARLY MARKETING SURVEY 2011 49

49. We want to be social to do…
It’s not a tool. It’s a way to achieve business transformation.
Promotion (campaign)
Support (helpdesk)
Recruiting (jobtweets)
YEARLY MARKETING SURVEY 2011 50

50. There is only 1 good reason to do social media
make customers part of the organization
And then support them, let
them promote your service or
find new employees
Buzzwords to lookup: reverse CRM, customer centricity, prosumer, social crm,
conversation manager, employee brandbuilding, VRM, crowdsourcing
YEARLY MARKETING SURVEY 2011 51

51. Co-creation: people want to be part of something
Your brand is the label, now you need to provide activities to engage in.
YEARLY MARKETING SURVEY 2011 52

52. Facilitate instead of control.
YEARLY MARKETING SURVEY 2011 53

53. Example: Lego
Customers become designers, blurring the line between employees and customers
YEARLY MARKETING SURVEY 2011 54

54. Example: Zappos
Online retailer showing it is not about the media, but about the attitude.
YEARLY MARKETING SURVEY 2011 55

55. Example: KLM spreading happiness
But will the random acts of kindness continue as a company value?
YEARLY MARKETING SURVEY 2011 56

56. Let’s put theory into practice
3 steps towards a social organization
1. Set up your infrastructure
2. Interact with people
3. Campaign
YEARLY MARKETING SURVEY 2011 57

57. 1. Set up your infrastructure
Choose the platform appropriate for you
Purpose/KPI’s
Tools
Monitoring
Policy
YEARLY MARKETING SURVEY 2011 58

58. 2. Interact with storytelling
Bring the real life stories that live inside your organization to the surface
People do not want to
talk about your brand.
They want to talk with
you.
(and your employees)
YEARLY MARKETING SURVEY 2011 59

59. 3. Campaign (there it is, finally)
Now work with your fans and put them in the spotlight.
Amplify message
Connect audience
Make it sustainable
Remain yourself
YEARLY MARKETING SURVEY 2011 60

60. So, there is no
magical formula.
It’s just hard
work.

61. CONFIDENCE IS BACK