in search of inspiration ichec
Post on 13-Jan-2015
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IN SEARCH OF INSPIRATION
20
12
Presentation1
Agenda
1. Setting the scene: Why (yet another) survey?
2. Key insights of the Yearly Marketing Survey 2012
3. Q&A
2
Presentation1
In a world where turbulence is the new norm, marketers need to continuously adapt
3
Economical changes Technological changes
As marketing consultants, we need to understand what will be the impact
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Gut feeling is important, but sometimes it’s not enough
4
Hype or emerging trend?
How can we accompany our
client?
Can we prove this?
Just a fad or there to last?
• 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
Key benefit: reinforce position as marketing though leader
• Illustrate, brings perspective
• Turn hypes into numbers
• Establish a discussion with new and existing clients
5
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Key challenges: recruitment, investment, ROI
6
Event, brochur
e, PR74%
Survey7%
Re-cruitment19%
Investment
• Translate data into insights (with point of views)
• Resources (time, budget)• Estimating the ROI
Presentation1 7
Presentation of YMS ’12 @ THoM
Presentation1
Agenda
1. Setting the scene: Why (yet another) survey?
2. Key insights of the Yearly Marketing Survey 2012
3. Q&A
8
Presentation1
Marketing Confidence has never been so low
9
N= 436
Far more Marketers expecting a budget decrease than a
budget increaseTeams expected not to grow
2005 2006 2007 2008 2009 2010 2011 2012
-30
-20
-10
0
10
20
30
4
1315
12
2-1
15
-6-3 -21
-3
-24
-15
1
-20
MCI CI (data from feb/12)
Ind
ex V
alu
e
#yms2012
Presentation1
Buzzwords spread even more confusion
10
SocialMedia
CustomerExperience
ContentMarketing
Sustainability
Rele
van
ce
Au
then
ticit
yC
on
vers
ati
on
QRcode
Cre
ati
vit
y
RoMIMobile
Other
Results are disappointing
Still waiting the boom expected in 2011
Not in Marketers’ top 5 challenges
#yms2012
Presentation1
Price sensitivity / loyalty are by far Marketers’ top threats
11
Consumers’ disposable income is shrinking, so
(s)he becomes less loyal
N 2012 = 436N 2011 = 577
This only but intensifies
competition
Discomfort vs. new media
Lack of competences of new media
Increasing competition
Decreasing loyalty of customers
Increasingly price-sensitive customers
0% 10% 20% 30% 40% 50% 60% 70%
32%
42%
52%
51%
32%
35%
49%
59%
2012 2011
#yms2012
Presentation1
Challenges: Relevance remains Marketers’ Holy Grail
12
Is this constant search for relevance revealing a deep concern that Marketers actually generate a lot of irrelevance?
N 2012 = 436N 2011 = 577
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
0% 10% 20% 30% 40% 50% 60%
39%
35%
48%
53%
37%
38%
38%
41%
45%
2012 2011
#yms2012
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Top threats and challenges are a clear call to more Focus and Creativity
13
Marketers can’t afford to spread their resources thin
They need to adapt their brand experience … or will be forced to join price wars
#yms2012
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Marketers choose for short term tactics
14
N 2012 = 436N 2011 = 577
Sponsoring
Advertising
Events and trade fairs
Sampling
Guerilla marketing
Public Relations
Point of sales materials
Direct Marketing
Brand Activation
-50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50%
-37%
-28%
-13%
-12%
-6%
2%
3%
18%
18%
-14%
6%
19%
6%
11%
25%
16%
37%
38%
Expected budget evolution for marketing tactics
2011 net difference (%increase-%decrease) 2012 net difference (%increase-%decrease)
Brand Activation rewarding disloyal clients?
Direct Marketing becoming a mass medium?
!
!
#yms2012
Presentation1
Owned media win, paid media lose
15
Magazines
Newspapers
Cinema
Television
Door to door
Radio
Outdoor
Own brochures and magazines
Mobile
Online
-30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70%
-17%
-16%
-13%
-10%
-10%
-6%
-2%
19%
29%
56%
3%
-4%
-5%
-1%
-3%
1%
9%
33%
31%
64%
Expected budget evolution in media
2011 net difference (%increase-%decrease) 2012 net difference (%increase -%decrease)N 2012 = 436N 2011 = 577
#yms2012
Presentation1
Social media results are not satisfying
16
The number of likes is a useless
KPI
Work structure & work load are
underestimated
Traditional media still need to pave
the way
Facebook ads are not relevant
Strategy & Organization
The right content
In depth analysis
#yms2012
Presentation1
We’re looking for equilibrists!
17
Generalist
Curious about
specialization
Creative
Discipline
Hard skills
Humility
Passionate about Marketing
Analytical
Guts
Soft skills
Conviction
Business driven
#yms2012
Presentation1
We’re looking for equilibrists!
18
“The ideal marketer can easily adjust his behavior and knows when to leverage the skill or
skills appropriate to the situation.”
#yms2012
Presentation1
Marketers, in search of inspiration
Focus
Agility
Creativity
Tangibility
Sustainability
Presentation1
• Strategic consistency• Prioritize & choose the
right target group• Consistent brand across
all channels• Seek leadership in
specific category• Customer centricity
Presentation1
• Detect trends & act• Early warning systems &
processes• Willingness to change• Flexibility & Speed
Presentation1
• Innovative company culture
• Diversity of profiles• Idea generation process• Idea valuation• Porosity & open-
mindedness
Presentation1
• KPI’s & dashboards• Scenario analysis &
ROMI• Connect with marketing
intelligence• Analytical culture &
skills
Presentation1
• Peopleyours & every stakeholder
• PlanetACT on innovation, packaging, promotion...
• Profitbusiness-minded marketers
Presentation1
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• 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 innovation
Presentation1
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• Returning to core of the business
• Top down & bottom up• Consistent value
proposition• Customer focus
Presentation1
Agenda
1. Setting the scene: Why (yet another) survey?
2. Key insights of the Yearly Marketing Survey 2012
3. Q&A
29
Presentation1
Join us at our ‘Meet & Greet’ on 27/11 (7pm)!
‘The Bowery’, Chée de Louvain 650, 1030 BrusselsRegister by 22/11 via: www.thom.be/meet-greets
Questions?Send email to Sophie Nicaise
startcareer@thom.eu
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