1

Marketers, in search of the right balance

#YMS2013

#YMS20132

The Marketing Confidence Index

#YMS2013

#YMS20133

N=232

Unfortunately, no trust regained

#YMS2013

2005 2006 2007 2008 2009 2010 2011 2012 2013

-30

-25

-20

-15

-10

-5

0

5

10

15

20

4

13

15

12

2

-1

15

-5 -5-3

-2

1

-3

-24

-15

1

-20

-17

MCI CI (data from Feb/13)

MCI compared to the Consumer Confidence index

-24

Mar/13

Mar/13

4

The new buzzwords indicate “de-trends”: time to simplify

#YMS2013

5

What will be our key messages today?

Instead of embracing complexity, try to simplify & focus

Build your organization around the customer, don’t forget it is war

Don’t be paralyzed by analytical skills. Intuition based on good knowledge is of equal importance

Surround your team with specialists and dare to outsource

Customer involvement is OK to challenge needs & relevance

Creativity leads to CEO appreciation and much more!

Invest in profound media & tactics training

Back to the basics is needed: recruit and train the right skills

1

2

3

4

5

6

7

8

#YMS2013

#YMS20136

How to tackle the traditional marketing challenges?

#YMS2013

7

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%0%

10%

20%

30%

40%

50%

60%

Co-creation

Listen to customers

Refine segmentation

Sharpen positioning Align communication strategy

with customer needs%

Highlight unique benefits%

Communication ma-terial that speaks

customer language

Challenge range of of-ferings

Understand customer journey

Personalized offering

Analyze if your offering really matters to cus-

tomer

Net

Succ

ess

Usage N=259

Marketers struggle to create relevanceHow to make products/services more relevant?

#YMS2013

#YMS20138

Relevance: a matter of making choices, starting from the customer

• Be critical, ask the right

question: Do I make life

easier? Does my brand add

value?

• Dare to say no

• Don’t make your agency

responsible

#YMS2013

#YMS20139

Is building loyalty a utopia? How to build loyalty?

#YMS2013

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

0%

10%

20%

30%

40%

50%

60%

Invest in employees

Involve customers in marketing projects

Review pricing strategy

Create dialogue

Reward with incentive

More relevant products/services

Improve customer experience

Personalize Communication

Focus on CLV

Analyze customer needs

Refine segmentation

Usage

Ne

t S

ucc

ess

#YMS201310

100% loyalty is out. Divided loyalty is in.

• Take care of the basics

• Loyalty programs have become a commodity

• Forget the “old school” rules

• Focus on light users and penetration

#YMS2013

“Your consumers’are just somebody else’s

consumers who occasionally buy

you” Martin Hammer

#YMS201311

36%

41%

45%

47%

50%

51%

58%

62%

-25%

-23%

-22%

-22%

-14%

-18%

-11%

-12%

Success & Failure rate online & offline integration

Failure Rate Success Rate

Focus on brand consistency across all touch points

Define the ideal communication mix (channels, media) per campaign

Integrate online and offline customer intelligence data to take relevant decisions

Measure and analyze the performance and characteristics of used online & offline media, channels and tactics

Develop a cross-channel measurement frameworkAnalyze the impact of online activities on sales compared to offline activities

Integrate online and offline communication departments

Improve your understanding of the complete customer journey

N=257

Focus on the customer requires an integrated marketing approachHow to integrate offline & online communication?

Organization built around the customer

Marketing responsible for all customer touchpoints

Online, offline ... It doesn’t matter!

12

Online & offline integration? Still a long way to go!

#YMS2013

13

Overall sales

Marketing ROI

Customer satisfaction

Number of new customers

Revenue per customer

Marketing-influenced sales

Churn rate

Others6

Social media metrics

65%

48%

45%

34%

28%

20%

12%

12%

9%

Top 3 - Most common Performance measurements(%total respondants)

Overall Sales

Customer satisfaction

Marketing ROI

N=250

How to prove the added value of marketing?

#YMS201314

Measurement is more than analyzing figures from the past

#YMS2013

• Customer satisfaction is key for marketers

• Do you know the decision making process of your customers?

• Simplify, limit to board sensitive metrics and combine knowledge with good intuition: tangibility has its limits

#YMS201315

Evolution of marketing tactics & media

#YMS2013

16

Public relations

Congress/trainings

Sponsoring

Events and trade fairs

Product placement

Gamifaction

Sampling

Others

Image campaigns

Guerilla marketing

Instore marketing

Brand activation

Direct Marketing

-30%

-19%

-19%

-15%

-8%

-5%

-4%

-4%

-1%

3%

6%

15%

19%

0.0159090909090909

-0.370454545454547

-0.127272727272727

-0.120454545454546

-0.0340909090909091

-0.27981651376147

-0.0636363636363637

0.0272727272727274

0.184090909090909

0.179545454545456

Expected budget evolutions for tactics

2012 Net difference (%increase-%decrease) 2013 Net difference (%increase-%decrease)

N=207

Marketing tactics don’t evolve or do they?

Direct Marketing

Brand Activation

Image campaigns

Sponsoring

Congress / training

#YMS2013

17

Online advertising dictates media budgets

18

Social media

E-mail

Direct mail

Direct response advertising

Telemarketing

SMS

58%

45%

16%

8%

7%

5%

Direct Marketing expected budget evolution per media

2013 Net difference (%increase-%decrease)

N=200

What exactly do we mean by Direct Marketing?

#YMS2013

#YMS201319

-39%

-38%

-38%

-36%

-33%

-19%

36%

22%

35%

37%

33%

46%

Marketers’ opinions towards DM

Agree Disagree

Too much segmentation pays less

The ROMI of direct mail is always lower than e-mailing or any other DM tactic

Too much data makes it unmanageable to work with

Profound IT KX is needed to apply DM

Data are not correct, so unreliable to use

Well-trained DM marketers are hard to find

N=200

DM is loved, but not known?!

#YMS2013

#YMS201320

We know the ROI of our social media activi-ties

We have enough knowledge about the pos-sibilities of mobile

We are satisfied with the results of our social media activities

Social media still have to prove their case as marketing tools

17%

23%

23%

45%

-63%

-56%

-50%

-37%

% agree & disagree on SOLOMO statements

Disagree Agree N=195

Social media still have to prove their case as marketing tools

We have enough knowledge about the possibilities of social media

We are satisfied with the results of our social media activities

We know the ROI of our social media activities

Is the hype of social media over?

#YMS2013

#YMS201321

The ideal marketing personality?

#YMS2013

#YMS201322

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

-10%

0%

10%

20%

30%

40%

50%

60%

70%

Creative skills

Sense of business

Analytical skills

Communication skills

Ability to see the bigger picture

Ability to make experts work together

Conviction powerGuts

Passion for marketing

Discipline Intuition

EmpathyHumility

CEOs

Ma

rkete

rs

Your CEO expects other skills than you do!

Ranking personality traits to address 2013 challenges

for Marketing Manager & CEO

#YMS2013

#YMS201323

Generalist Curious about specialization

Creative

Discipline

Hard skills

Humility

Passionate about Marketing

Analytical

Guts

Soft skills

Conviction

Business driven

We are looking for equilibrists!

#Y

MS

20

13

24

How to generate those skills?

Variety

Experience

Continuous training

Coaching

MARKETING TALENT DEVELOPMENT PROGRAM

#YMS2013

25

What are our key messages today?

Instead of embracing complexity, try to simplify & focus

Build your organization around the customer, don’t forget it is war

Don’t be paralyzed by analytical skills. Intuition based on good knowledge is of equal importance

Surround your team with specialists and dare to outsource

Customer involvement is OK to challenge needs & relevance

Creativity leads to CEO appreciation and much more!

Invest in profound media & tactics training

Back to the basics is needed: recruit and train the right skills

1

2

3

4

5

6

7

8

#YMS2013

Innovative culture

Creative profiles

Idea generation processIdea valuation/evaluation

Porosity & open mindedness

0.00

5.00

CREATIVITY

26

How FACTS is your marketing department?

Focus

Agility

CreativityTangibility

Sustainability

0.00

5.00FACTS

Simplicity & relevance

Strategic consistency

Brand & positioning consistency

Customer centricityBuild knowledge

Team focused in its daily management

Continuity

0.00

5.00

FOCUS

Detect trends & act

Early warning systems & processes

Agile organization, willing to changeBuilt around customer engagement

Speed

0.00

5.00

AGILITY

For all information about the free FACTS audit,

contact Caroline Vervaeke or Karolien Vanhelden

27

For all information about the YMS,or for a tailormade company presentation,

contact :caroline.vervaeke@thom .eu