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In search of inspiration ichec

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In search of inspiration ichec

  1. 1. IN SEARCH OF INSPIRATION 2012
  2. 2. Agenda 1. Setting the scene: Why (yet another) survey? 2. Key insights of the Yearly Marketing Survey 2012 3. Q&APresentation1 2
  3. 3. In a world where turbulence is the new norm, marketers need to continuously adapt Economical changes Technological changes As marketing consultants, we need to understand what will be the impactPresentation1 3
  4. 4. Gut feeling is important, but sometimes it’s not enough Hype or Just a fad or emerging trend? there to last? Can we How can we prove this? accompany our client? • Objective: Offer a deeper understanding of the top challenges facing marketers • Target: Marketing professionals (via STIMA congress or database) • Sample: 400+ respondents • Method: On-line questionnaire • Periodicity: Yearly (since 2007)Presentation1 4
  5. 5. Key benefit: reinforce position as marketing though leader • Illustrate, brings perspective • Turn hypes into numbers • Establish a discussion with new and existing clientsPresentation1 5
  6. 6. Key challenges: recruitment, investment, ROI • Translate data into insights (with point of views) • Resources (time, budget) • Estimating the ROI Investment Recruitment 19% Survey Event, 7% brochure, PR 74%Presentation1 6
  7. 7. Presentation of YMS ’12 @ THoMPresentation1 7
  8. 8. Agenda 1. Setting the scene: Why (yet another) survey? 2. Key insights of the Yearly Marketing Survey 2012 3. Q&APresentation1 8
  9. 9. Marketing Confidence has never been so low 30 20 15 Index Value 13 12 15 10 4 2 0 1 -1 1 -3 -2 -3 2005 2006 2007 2008 2009 2010 2011 -6 2012 -10 -15 -20 -20 -24 -30 MCI CI (data from feb/12) N= 436 Far more Marketers expecting a budget decrease than a budget Teams expected not to grow increase#yms2012Presentation1 9
  10. 10. Buzzwords spread even more confusion Still waiting the boom expected in 2011 Creativity Conversation Other Authenticity Mobile Sustainability RoMI ContentMarketing CustomerExperience Relevance QRcode Not in Marketers’ SocialMedia top 5 challenges Results are disappointing#yms2012Presentation1 10
  11. 11. Price sensitivity / loyalty are by far Marketers’ top threats 59% Increasingly price-sensitive customers 51% 49% Decreasing loyalty of customers 52% 35% Increasing competition 42% 32% Lack of competences of new media 32% 0% 10% 20% 30% 40% 50% 60% 70% N 2012 = 436 2012 2011 N 2011 = 577 Consumers’ disposable This only but Discomfort vs. new income is shrinking, so (s)he intensifies media becomes less loyal competition#yms2012Presentation1 11
  12. 12. Challenges: Relevance remains Marketers’ Holy Grail 45% Making products and services more relevant for customers 53% 41% Creating a dialogue with customers 48% Innovating to create new markets and get the attention of 38% customers 35% 38% Do more with less due to budget constraints 37% Differentiating from competition 39% 0% 10% 20% 30% 40% 50% 60% N 2012 = 436 N 2011 = 577 2012 2011 Is this constant search for relevance revealing a deep concern that Marketers actually generate a lot of irrelevance?#yms2012Presentation1 12
  13. 13. Top threats and challenges are a clear call to more Focus and Creativity Marketers can’t afford to spread their resources thin They need to adapt their brand experience … or will be forced to join price wars#yms2012Presentation1 13
  14. 14. Marketers choose for short term tactics 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 marketing 11% -6% Sampling 6% -12% Events and trade fairs 19% -13% Advertising 6% -28% -14% Sponsoring -37% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 2011 net difference (%increase-%decrease) 2012 net difference (%increase-%decrease) N 2012 = 436 N 2011 = 577#yms2012Presentation1 14
  15. 15. Owned media win, paid media lose Expected budget evolution in media Online 64% 56% Mobile 31% 29% Own brochures and magazines 33% 19% Outdoor 9% -2% 1% -6% Radio -3% -10%Door to door -1% Television -10% -5% Cinema -13% -4% Newspapers -16% Magazines 3% -17% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% 2011 net difference (%increase-%decrease) 2012 net difference (%increase -%decrease) N 2012 = 436 N 2011 = 577#yms2012Presentation1 15
  16. 16. Social media results are not satisfying The number of likes is a useless KPI Strategy & Organization Facebook ads are not relevant The right content Traditional media still need to pave the way In depth analysis Work structure & work load are underestimated#yms2012Presentation1 16
  17. 17. We’re looking for equilibrists! Generalist Curious about specialization Creative Analytical Discipline Guts Hard skills Soft skills Humility Conviction Passionate about Marketing Business driven#yms2012Presentation1 17
  18. 18. We’re looking for equilibrists! “The ideal marketer can easily adjust his behavior and knows when to leverage the skill or skills appropriate to the situation.”#yms2012Presentation1 18
  19. 19. Focus Agility Creativity Tangibility Sustainability Marketers, in search of inspirationPresentation1
  20. 20. • Strategic consistency • Prioritize & choose the right target group • Consistent brand across all channels • Seek leadership in specific category • Customer centricityPresentation1
  21. 21. • Detect trends & act • Early warning systems & processes • Willingness to change • Flexibility & SpeedPresentation1
  22. 22. • Innovative company culture • Diversity of profiles • Idea generation process • Idea valuation • Porosity & open- mindednessPresentation1
  23. 23. • KPI’s & dashboards • Scenario analysis & ROMI • Connect with marketing intelligence • Analytical culture & skillsPresentation1
  24. 24. • People yours & every stakeholder • Planet ACT on innovation, packaging, pro motion... • Profit business-minded marketersPresentation1
  25. 25. Presentation1
  26. 26. • Leadership in category • Blinded by focus on core business • Early warning systems OK • No willingness to act of senior management • Lack of speed • Culture enabling innovationPresentation1
  27. 27. Presentation1
  28. 28. • Returning to core of the business • Top down & bottom up • Consistent value proposition • Customer focusPresentation1
  29. 29. Agenda 1. Setting the scene: Why (yet another) survey? 2. Key insights of the Yearly Marketing Survey 2012 3. Q&APresentation1 29
  30. 30. Presentation1
  31. 31. Join us at our ‘Meet & Greet’ on 27/11 (7pm)! ‘The Bowery’, Chée de Louvain 650, 1030 Brussels Register by 22/11 via: www.thom.be/meet-greets Questions? Send email to Sophie Nicaise startcareer@thom.eu

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