1 marketers, in search of the right balance #yms2013
TRANSCRIPT
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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
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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
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2
3
4
5
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#YMS2013
#YMS20136
How to tackle the traditional marketing challenges?
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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
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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
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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!
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Online & offline integration? Still a long way to go!
#YMS2013
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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?
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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
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Evolution of marketing tactics & media
#YMS2013
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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
-0.120454545454545
-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
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Online advertising dictates media budgets
18
Social media
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
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-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
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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
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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
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For all information about the YMS,or for a tailormade company presentation,
contact :caroline.vervaeke@thom .eu