1

MARKETINGSENTIMENT

SURVEY

2019

26.02.2019

2

Box

Line

Methodology

Box

Box

Box

SAMPLE

218 Marketing Decision Makers – defined as those who ‘participate in or influence business decisions relating to marketing for their company’.

DETAILS

Sample sourced from MediaCom’s database and the Marketing Institute’s database.

TIMING

Fieldwork for the survey was conducted 16th January – 11th February 2019.

33

Our marketing panellists

Marketing Sentiment Survey 2019

Lorraine Walsh

Head of Marketing

Laya Healthcare

Eoghan Crawford

Marketing Director

Mars Ireland

Richard Molloy

Head of Marketing & Product

Audi Ireland

44

#marketing2019

Marketing Sentiment Survey 2019

55 #marketing2019

Today’s agenda

01Marketing priorities in 2019 for Irish businesses

02Marketing investment in 2019

03Factors affecting marketing investment

04Marketing skills & expertise in the Irish marketplace.

66 #marketing2019

Marketing

priorities

in 2019

77 #marketing2019

Marketing priorities for the year ahead

Increasing brand awareness remains the No.1 priority for Irish marketers.

43%49% 53%

2017 2018 2019

88 #marketing2019

The top 3 marketing priorities in 2019

53% 52%

47% 46%44% 44%

41%38%

36%

32%30%

25%

Increasing

Brand

Awareness

Improving

Brand Position

Improving

Sales

Conversion

Increased

Penetration

Customer

Retention

Increased

Loyalty

Upselling to

Current

Customers

Innovation Expanding

into New

Markets

Countering

the

Competition

Expanding

sales channels

(incl. e-

commerce)

Strategic Use

of Customer

Data

99

8%

14%

25%

#marketing2019

There has been significant growth behind the use of customer data in Irish marketing

2017 2018 2019

1010 #marketing2019

Responsibility for signing off the marketing budget

Head of Sales

4%

Other

2%

CEO / Managing Director / Owner

CFO / Finance Director

60%21%

CMO / Marketing Director

13%

Who has the responsibility for signing off the Marketing Budget

1111 #marketing2019

Annual Revenue spent on Marketing

14%

9%

20%

57%

13%

8%

19%

60%

Over 15%

11-15%

6-10%

0-5%

2019 2018

8%Average % of Revenue

spent on Marketing

by Irish companies

1212 #marketing2019

Irish investment in marketing continues to lag other markets

7%8% 8%

11% 11%12%

2017 2018 2019

Ireland UK

1313 #marketing2019

Marketing

investment

in 2019

1414 #marketing2019

A significant number of Irish marketers are planning on spending more in 2019

29%

64%

7%

37%

56%

7%

45% 45%

10%

Spend More Spend the Same Spend Less

2017 2018 2019

1515 #marketing2019

45%64%

55%

1616 #marketing2019

Line

Ireland has a relatively low level of investment in advertising

0.7%

4.8%

2.7%

Forecasted growth in

advertising spend in 2019

0.23

0.97

0.57

Advertising spend as a share

of GDP in 2019

€165

€382

€233

Advertising spend-per-

capita in 2019

1717

2%

3%

4%

8%

9%

13%

14%

16%

18%

18%

19%

19%

24%

26%

32%

32%

33%

33%

39%

45%

Shopper Marketing

Retailers

CSR

Price Promotions / Sampling

Direct to Consumer

Increased Headcount in the Marketing team

Customer Loyalty

Measurement (campaign and/or channel)

Experiential Marketing / Event Management

Sponsorship

CX (Customer Experience)

Marketing Technology (MarTech)

Data Analytics

Market Research

PR & Communications

Direct Marketing (including email)

e-Commerce

Advertising

Brand Redesign / Refresh / Positioning

Website

#marketing2019

The sheer extensiveness of what marketing now covers is demonstrated by the varied nature of spend across 2019

1818

4%

7%

11%

12%

14%

16%

19%

20%

23%

37%

50%

53%

56%

Cinema

Magazines

Owned Media

TV

Radio

Influencer / Blogger Marketing

Out of Home / Posters

News Publishers (Print and Digital)

Online Display Ads (incl. Programmatic)

Content Marketing (incl. Podcasts)

Online Search (SEO/ PPC)

Digital Video

Social Media

#marketing2019

35% of marketers are planning to increase their spend in advertising, with News Brands, Out-of-Home and Digital being the big winners

1919 #marketing2019

Personalisation /

Dynamic Messaging

Further areas that marketers are investing in 2019

26%A.I. / A.L.

13% Voice Search

14%Wearables

1% 8%A.R. / V.R.

2020 #marketing2019

Role of the

CMO

Key themes of panel discussion:

• Represent the customer within the

business.

• Build the right team.

• Put in place the right measurement to

prove marketing’s effectiveness as a

business investment.

• Look for innovation.

2121 #marketing2019

Factors affecting

marketing

investment

2222 #marketing2019

What are the key factors that affecting those planning on spending less in 2019

3%

5%

5%

5%

7%

14%

Company Size

Economic factors (market confidence, currency

fluctuation)

Reduced global marketing spend

Increased pressure from retailers

Lack of Return on Investment (RoI) evidence

Business factors (budget cuts, reduced output)

Note : Rounding off a low base

2323 #marketing2019

Marketing plans affected by Brexit in 2019

6%

31%

37%

55%

8% 7%

1%

Very Negative Somewhat

Negative

Any Negative Neither Any Positive Somewhat

Positive

Very Positive

2424 #marketing2019

Brexit wasn’t as bad as we thought it would be in 2018

29%

61%

10%

20%

71%

9%

Any Negative Neither Any Positive

Predicted Impact of Brexit in 2018 Actual Impact of Brexit in 2018

2525 #marketing2019

Marketing

skills &

expertise

2626 #marketing2019

Currently experiencing

a shortage of

marketing skills

Not currently

experiencincing a

shortage of

marketing skills

The availability of marketing

skills and expertise

Line

44%

56%

2727 #marketing2019

The areas where marketers are experiencing skills shortages

1%

1%

4%

4%

6%

7%

7%

8%

8%

8%

10%

10%

10%

11%

12%

13%

15%

15%

16%

18%

19%

21%

27%

Service Levels / Stock Levels

Budget Management

Campaign Management

Benchmarking

Privacy

Commerce / eCommerce

Omni-Channel Marketing

In-Store / Shopper

Marketing Basics

PR / CSR

Consumer Insights

Market Research

Video

Creativity

Performance Marketing (Inbound and…

Personalisation / Dynamic messaging (incl.…

SEO / SEM

Artificial Intelligence / Machine Learning

Social Media / Content Marketing

Marketing Effectiveness Measurement

Strategy

UX / Web Management

Data Management / Data Analysis / Data…

2828 #marketing2019

How marketers are planning to close any gaps in experience

14%

1%

4%

4%

24%

25%

35%

43%

Other (please specify)

Government Sponsored Programmes

Graduate Programmes

Collaboration with Education courses

Outsourcing

Restructure of team

Recruitment

Training

2929 #marketing2019

Skills& Expertise

Key themes of panel discussion:

• Talent and team development is a

long-term investment.

• Acknowledge that this can take time.

• Develop commercial skills within the

marketing team.

• Marketing must compete with other

industries to attract the best talent.

3030 #marketing2019

Proving marketing

effectivenessKey themes of panel discussion:

• Proper measurement leads to better results.

• Based on clear understanding of the objectives and strategic priorities.

• More of Irish marketing budgets should be spent on this area.

• It is important to grow the category, as well as a brand’s share of that market.

3131 #marketing2019

“The purpose of business is to create a customer,

the business enterprise has two – and only two –

basic functions: marketing and innovation.”Peter Drucker

32

MARKETINGSENTIMENT

SURVEY

2019