CONFIDENCE IS BACK
AgendaTable of contents    1.   Methodology    2. The Marketing Confidence Index    3. Increasing Relevance through Mobile...
AgendaTable of contents    1.   Methodology                1. Methodology    2. The Marketing Confidence 2. The confidence...
MethodologyThe sample is representative for the Belgian marketing landscape The survey was conducted online between Decem...
AgendaTable of contents    1.   Methodology    2. The Marketing Confidence Index    3. Increasing Relevance through Mobile...
AgendaTable of contents    1.   Methodology                1.    Methodology    2. The Marketing Confidence 2. The confide...
The Marketing Confidence Index2011 marks a major positive shift in the marketing confidence index    Marketing Confidence ...
The Marketing Confidence IndexConsumers are equally optimistic as the economic outlook improves    Comparison consumer ind...
The Marketing Confidence IndexThe optimism is mainly driven by a significant increase in expected projects…    MCI: the th...
The Marketing Confidence Index      The optimism is also fueled by the outperforming actual changes  Evolution in team siz...
AgendaTable of contents    1.   Methodology               1.    Methodology    2. The Marketing Confidence2. The confidenc...
AgendaTable of contents    1.   Methodology    2. The Marketing Confidence Index    3. Increasing relevance through Mobile...
Increasing relevance through MobileMarketers recognize the huge potential of mobile marketing to increase relevance     Ex...
Increasing relevance through MobileB2B and B2C marketers agree on the importance of Mobile Marketing      B2B buzzword evo...
Increasing relevance through MobileThe green marketing hype seems to fade out. However for social media a furtherB2B and B...
Increasing relevance through MobileMobile and Online are expected to be the fastest growing media Anticipated media budget...
Nog titel toevoegenNog subtitel toevoegen                  Pieterjan Bouten                  YEARLY MARKETING SURVEY 2011 ...
LocationSimply put, location changes everythingLocation based marketing is the interaction with    customers by their loca...
The future is mobileShortly, the mobile internet will be bigger than desktop internet                              1.600  ...
Mobile todaySmartphones already outsold PC’s in Q4                            >        100M                               ...
Mobile todayBelgium market less developed…                                                          Reasons:              ...
Mobile today…but catching up                          17%                             Reasons:                            ...
Mobile TodaySome numbers                                              400.000 Belgian iPhones                             ...
RelevanceRelevance in mobile = utility marketing                  Utility Marketing framework•   Does it fulfil an unmet n...
RelevanceBeing relevant shortens the loyalty track                              YEARLY MARKETING SURVEY 2011   26
Relevance B2CCase 1: Nike +                      • Launched September 2010                      • Paying application: $ 1,...
Relevance B2CCase 2: Peak Performance                                • Launched December 2010                             ...
AgendaTable of contents    1.   Methodology    2. The Marketing Confidence Index    3. Increasing Relevance through Mobile...
AgendaTable of contents    1.   Methodology             1.    Methodology    2. The Marketing Confidence Index confidence ...
Engaging in a dialogue via social mediaCreating a dialogue is recognized as principal marketing challenge for 2011      Ma...
Engaging in a dialogue via social mediaFurthermore, our management expects marketing to engage in a dialogue        Genera...
Engaging in a Dialogue via Social MediaCreating a dialogue is among our principal communication objectives    Main communi...
Engaging in a Dialogue via Social MediaWe mainly use Online and Mobile channels to engage in a dialogue Expected media bud...
Engaging in a Dialogue via Social MediaWithin Online and Mobile channels, Social media should help us to dialogue       On...
Engaging in a Dialogue via Social MediaYet, we are not pleased with the contribution of Social Media to our objectives    ...
Engaging in a Dialogue via Social MediaWho can help create content for an interesting dialogue?      Most wanted marketing...
Engaging in a Dialogue via Social MediaEarned media will become increasingly important    Past Media Mix                  ...
Conversations & contentlet’s get organised                        Koen Delvaux                      YEARLY MARKETING SURVE...
Why conversationsBecause advertising doesn’t work anymore     These eyeballs are not for sale                           YE...
The answer is in social media“follow the user” principle brings our messages to new media channels     campaign           ...
Because it’s not about campaignsCampaigns are nice to manage, but not quite a commitment to your customers                ...
A campaign is like a session with a shrink.not a real conversation                          YEARLY MARKETING SURVEY 2011  ...
Sometimes, social media feels like this.                  YEARLY MARKETING SURVEY 2011   44
But when you’re prepared to loose controlit becomes like this.                        YEARLY MARKETING SURVEY 2011   45
Give it time to grow** now is the time tolearn and observe.As yourself, not as acompany.
Don’t start if you have things to hideSocial media works like an X-ray machine                            YEARLY MARKETING...
Because the truth is out there…And people want to know what you’re up to.                            YEARLY MARKETING SURV...
Why do you                         want to dive                          into social                            media?YEAR...
We want to be social to do…It’s not a tool. It’s a way to achieve business transformation.        Promotion (campaign)    ...
There is only 1 good reason to do social media    make customers part of the organization                      And then su...
Co-creation: people want to be part of somethingYour brand is the label, now you need to provide activities to engage in. ...
Facilitate instead of control.                   YEARLY MARKETING SURVEY 2011   53
Example: LegoCustomers become designers, blurring the line between employees and customers                           YEARL...
Example: ZapposOnline retailer showing it is not about the media, but about the attitude.                              YEA...
Example: KLM spreading happinessBut will the random acts of kindness continue as a company value?                         ...
Let’s put theory into practice3 steps towards a social organization        1. Set up your infrastructure        2. Interac...
1. Set up your infrastructureChoose the platform appropriate for you                                       Purpose/KPI’s  ...
2. Interact with storytellingBring the real life stories that live inside your organization to the surface                ...
3. Campaign (there it is, finally)Now work with your fans and put them in the spotlight.                                  ...
So, there is nomagical formula.It’s just hardwork.
CONFIDENCE IS BACK
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Yearly Marketing Survey 2011

  1. 1. CONFIDENCE IS BACK
  2. 2. AgendaTable 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. 3. AgendaTable 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. 4. MethodologyThe 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. 5. AgendaTable 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. 6. AgendaTable 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. 7. The Marketing Confidence Index2011 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. 8. The Marketing Confidence IndexConsumers 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. 9. The Marketing Confidence IndexThe 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. 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. 11. AgendaTable 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. 12. AgendaTable 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. 13. Increasing relevance through MobileMarketers 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. 14. Increasing relevance through MobileB2B 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. 15. Increasing relevance through MobileThe green marketing hype seems to fade out. However for social media a furtherB2B and B2C marketers agree on the importance of Mobile Marketingincrease 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. 16. Increasing relevance through MobileMobile 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. 17. Nog titel toevoegenNog subtitel toevoegen Pieterjan Bouten YEARLY MARKETING SURVEY 2011 18
  18. 18. LocationSimply put, location changes everythingLocation 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. 19. The future is mobileShortly, 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. 20. Mobile todaySmartphones already outsold PC’s in Q4 > 100M 90M Source: IDC 2011 YEARLY MARKETING SURVEY 2011 21
  21. 21. Mobile todayBelgium 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. 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. 23. Mobile TodaySome numbers 400.000 Belgian iPhones 100.000.000 iPhones 820.000.000 Smartphones 4.100.000.000 Cellphones YEARLY MARKETING SURVEY 2011 24
  24. 24. RelevanceRelevance 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. 25. RelevanceBeing relevant shortens the loyalty track YEARLY MARKETING SURVEY 2011 26
  26. 26. Relevance B2CCase 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. 27. Relevance B2CCase 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. 28. AgendaTable 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. 29. AgendaTable 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. 30. Engaging in a dialogue via social mediaCreating 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. 31. Engaging in a dialogue via social mediaFurthermore, 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 communicationInnovating 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 effortsGiving 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. 32. Engaging in a Dialogue via Social MediaCreating 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. 33. Engaging in a Dialogue via Social MediaWe 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. 34. Engaging in a Dialogue via Social MediaWithin 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. 35. Engaging in a Dialogue via Social MediaYet, 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. 36. Engaging in a Dialogue via Social MediaWho 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. 37. Engaging in a Dialogue via Social MediaEarned 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. 38. Conversations & contentlet’s get organised Koen Delvaux YEARLY MARKETING SURVEY 2011 39
  39. 39. Why conversationsBecause advertising doesn’t work anymore These eyeballs are not for sale YEARLY MARKETING SURVEY 2011 40
  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. 41. Because it’s not about campaignsCampaigns are nice to manage, but not quite a commitment to your customers YEARLY MARKETING SURVEY 2011 42
  42. 42. A campaign is like a session with a shrink.not a real conversation YEARLY MARKETING SURVEY 2011 43
  43. 43. Sometimes, social media feels like this. YEARLY MARKETING SURVEY 2011 44
  44. 44. But when you’re prepared to loose controlit becomes like this. YEARLY MARKETING SURVEY 2011 45
  45. 45. Give it time to grow** now is the time tolearn and observe.As yourself, not as acompany.
  46. 46. Don’t start if you have things to hideSocial media works like an X-ray machine YEARLY MARKETING SURVEY 2011 47
  47. 47. Because the truth is out there…And people want to know what you’re up to. YEARLY MARKETING SURVEY 2011 48
  48. 48. Why do you want to dive into social media?YEARLY MARKETING SURVEY 2011 49
  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. 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 employeesBuzzwords to lookup: reverse CRM, customer centricity, prosumer, social crm,conversation manager, employee brandbuilding, VRM, crowdsourcing YEARLY MARKETING SURVEY 2011 51
  51. 51. Co-creation: people want to be part of somethingYour brand is the label, now you need to provide activities to engage in. YEARLY MARKETING SURVEY 2011 52
  52. 52. Facilitate instead of control. YEARLY MARKETING SURVEY 2011 53
  53. 53. Example: LegoCustomers become designers, blurring the line between employees and customers YEARLY MARKETING SURVEY 2011 54
  54. 54. Example: ZapposOnline retailer showing it is not about the media, but about the attitude. YEARLY MARKETING SURVEY 2011 55
  55. 55. Example: KLM spreading happinessBut will the random acts of kindness continue as a company value? YEARLY MARKETING SURVEY 2011 56
  56. 56. Let’s put theory into practice3 steps towards a social organization 1. Set up your infrastructure 2. Interact with people 3. Campaign YEARLY MARKETING SURVEY 2011 57
  57. 57. 1. Set up your infrastructureChoose the platform appropriate for you Purpose/KPI’s Tools Monitoring Policy YEARLY MARKETING SURVEY 2011 58
  58. 58. 2. Interact with storytellingBring 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. 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. 60. So, there is nomagical formula.It’s just hardwork.
  61. 61. CONFIDENCE IS BACK

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