final yms presentation 2012

Marketers, in search of inspiration

YEARLY MARKETING SURVEY 2012 2

Who participated to our survey?

The respondents’ job profiles are mainly marketing managers and general managers

N= 436

What is your current job title?

28%

18%

14%

11%

10%

8%

5% 3% 2% 1%

Marketing Manager

Other

General Manager/CEO

Marketing consultant

Sales & Marketing Manager

Product/brand/category Manager

Communications Manager

Sales Manager

Online marketer:

Trade marketer



Respondents are mainly active in professional services and consumer goods

N= 436

In what type of industry is your company active?

19%

19%

16% 10%

9%

9%

8%

6% 3%

Professional Services

Other

Consumer Goods

Finance & Insurance

Distribution (wholesale & retail)

ICT

Manufacturing

Healthcare

Utilities & Resources



B2C companies are underweight

N= 436

43%

35%

20%

1%

B2B

B2B and B2C

B2C

Other

In what type of business environment do you work?


The Marketing Confidence Index

The recession ghost is back

Marketing Confidence Index Marketing Confidence Index- reflecting marketers’ expectations in regard to marketing budgets and marketing team size - fell

down to an almost historical lowness. Marketers have already lost their regained confidence observed in 2011.

4

13 15

12

2 -1

15

-6 -3 -2

1 -3

-24

-15

1

-20

-30,0

-20,0

-10,0

0,0

10,0

20,0

30,0

2005 2006 2007 2008 2009 2010 2011 2012

Ind

ex V

alu

e

MCI CI (data from feb/12) N= 436

Comparing the MCI with the Consumer Confidence Index, we notice that marketers seem to project the current situation to the next year. What could be the reason behind this?


The Marketing Confidence Index

Marketers must be more insightful

Very optimistic, marketer’s expectations for 2011 were overrated: Expected budget increase was not realized and even a further

decrease is expected. Teams didn’t expand, but are expected to stay at the same level. Number of projects keep growing, sometimes

more, sometimes less than expected. Are marketers bad predictors, often too optimistic?

N= 436

By being more insightful, marketers will gain the right to be in the driver’s seat when determining budgets:

anticipating long term consumer trends instead of following Board guidelines derived from short term sales

figures?

23%

17%

-1% -3%

18%

-11%

10%

-23% -23%

0%

-9%

-30%

-20%

-10%

0%

10%

20%

30%

2007 2008 2009 2010 2011 2012

Budget evolution: Expected vs. Actual

Expected change in budget Actual change in budget

8% 8%

4%

1%

11%

0%

7%

-5% -6%

3%

0%

-8%

-6%

-4%

-2%

0%

2%

4%

6%

8%

10%

12%

2007 2008 2009 2010 2011 2012

Team evolution: Expected vs. Actual

Expected change in team size Actual change in team size


Major Marketing Challenges

Challenges for marketers are strongly customers oriented… BUT “Doing more with less” is the new watchword for 2012

Being relevant and creating a dialogue with consumers were the 2 major challenges for marketers in 2011, and stay in 2012. This might

signify marketers haven’t found the right strategies yet to truly connect with consumers and focus on the real customer needs.

Striking is the low importance of ROI although the newest challenge is to do more with less.

N 2012 = 436

N 2011 = 577

12%

28%

28%

29%

37%

38%

38%

41%

45%

21%

36%

30%

39%

35%

48%

53%

0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00%

Tightening the collaboration with the channel partners

Improve your customer insights through the use of data

Better integrating online and offline communication

Proving the added value of the marketing efforts

Differentiating from competition

Do more with less due to budget constraints

Innovating to create new markets and get the attention of customers

Creating a dialogue with customers

Making products and services more relevant for customers

2011 2012


Major Marketing Threats

Decrease in customers’ loyalty and increase of price-sensitivity are the main threats

The evolving customers’ behavior is still considered the main threat for marketers; with a higher increase in price-sensitiveness of customers

and a higher decrease in customer’s loyalty, compared to last year. Difficult and unsecure economic situation, abundance of choice, overload

of information overload is certainly causing these changes in customer’s behavior.

Making life easier and simpler might become a huge challenge for the marketer. Guiding the customer,

and limit the options based on true advice and honest criteria.

N 2012 = 436

N 2011 = 577

6%

18%

29%

30%

31%

32%

35%

49%

59%

21%

36%

30%

39%

35%

48%

53%

0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00%

Group buying

Lack of trust in marketing department

Commoditization of products

More empowered customers that are out of control of marketing

Marketing tiredness and overkill

Lack of competences of new media

Increasing competition

Decreasing loyalty of customers

Increasingly price-sensitive customers

2011 2012


Budget Evolution for Marketing Tactics

Short terms actions with direct contact with customers and quick results seem to be the focus for 2012

Due to decreasing budget in 2012, major marketing tactics remain: Brand activation, direct marketing and trade

marketing.

Will marketers pay the price in the future for their lack of long term thinking?

N 2012 = 436

N 2011 = 577

-37%

-28%

-13%

-12%

-6%

2%

3%

18%

18%

-14%

6%

19%

6%

11%

25%

16%

37%

38%

-50,00% -40,00% -30,00% -20,00% -10,00% 0,00% 10,00% 20,00% 30,00% 40,00% 50,00%

Sponsoring

Advertising

Events and trade fairs

Sampling

Guerilla marketing

Public Relations

Point of sales materials

Direct Marketing

Brand Activation

Expected budget evolution for marketing tactics

2011 net difference (%increase-%decrease) 2012 net difference (%increase-%decrease)


Budget Evolution in media

Online and owned media on the rise

Less use of paid media and a stronger focus on owned & earned media in a search of more impact!

Is mass media dying?

N 2012 = 436

N 2011 = 577

Expected budget evolution in media

-17%

-16%

-13%

-10%

-10%

-6%

-2%

19%

29%

56%

3%

-4%

-5%

-1%

-3%

1%

9%

33%

31%

64%

-30,00% -20,00% -10,00% 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00%

Magazines

Newspapers

Cinema

Television

Door to door

Radio

Outdoor

Own brochures and magazines

Mobile

Online

2011 net difference (%increase-%decrease) 2012 net difference (%increase -%decrease)


Buzzwords

Lack of originality

Last year our survey indicated that 2011 would be the year of mobile marketing. It appeared all of a

sudden in the top 5 of buzzwords. This year however the importance remains stable.

ROMI is increasing but shouldn’t it be more than just a buzzword?


Social Media

Marketers are still insecure towards social media

Even though not using social media in your marketing mix became unthinkable, the use of social media can be a risk in a

context of growing importance of ROMI.

Marketers are less satisfied with the obtained results. So what went wrong? And why do marketers insist

so strongly on using social media?

N 2012 = 436

N 2011 = 577

Level of agreement by marketers with the statement

-25%

-45%

-21%

-7%

-21%

-31%

2012 Net difference (%agree-%disagree) 2011 Net difference (%agree-%disagree)

We are satisfied about the results of our social media activities

We know the ROI of our social media activities

We have enough knowledge about the possibilities of social media


Main skills of Marketers

Create relevant and quantifiable campaigns that connect emotionally with consumers will be crucial skills to develop in 2012

There is a big difference vs. 2011, where managing conversations with customers was in the top 3

of skills to build up

N 2012 = 436

N 2011 = 577

21%

26%

19%

45%

34%

49%

39%

67%

18%

27%

28%

30%

34%

46%

52%

64%

Communicating functional benefits

Expert marketing skills to work on specific and complicated tasks

General marketing skills to work on diverse tasks

Managing conversations with customers

Making creative marketing campaigns

Creating an emotional connection with customers

Analyzing and quantifying the results of marketing campaigns

Creating relevant content for customers

2012 2011

Marketers, in search of inspiration

final yms presentation 2012

Business