IN SEARCH OF INSPIRATION

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12

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Agenda

1. Setting the scene: Why (yet another) survey?

2. Key insights of the Yearly Marketing Survey 2012

3. Q&A

2

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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)

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Key benefit: reinforce position as marketing though leader

• Illustrate, brings perspective

• Turn hypes into numbers

• Establish a discussion with new and existing clients

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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

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Presentation of YMS ’12 @ THoM

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Agenda

1. Setting the scene: Why (yet another) survey?

2. Key insights of the Yearly Marketing Survey 2012

3. Q&A

8

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Marketing Confidence has never been so low

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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

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Buzzwords spread even more confusion

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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

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Price sensitivity / loyalty are by far Marketers’ top threats

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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

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Challenges: Relevance remains Marketers’ Holy Grail

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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

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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

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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

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Social media results are not satisfying

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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

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We’re looking for equilibrists!

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Generalist

Curious about

specialization

Creative

Discipline

Hard skills

Humility

Passionate about Marketing

Analytical

Guts

Soft skills

Conviction

Business driven

#yms2012

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We’re looking for equilibrists!

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“The ideal marketer can easily adjust his behavior and knows when to leverage the skill or

skills appropriate to the situation.”

#yms2012

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Marketers, in search of inspiration

Focus

Agility

Creativity

Tangibility

Sustainability

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• Strategic consistency• Prioritize & choose the

right target group• Consistent brand across

all channels• Seek leadership in

specific category• Customer centricity

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• Detect trends & act• Early warning systems &

processes• Willingness to change• Flexibility & Speed

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• Innovative company culture

• Diversity of profiles• Idea generation process• Idea valuation• Porosity & open-

mindedness

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• KPI’s & dashboards• Scenario analysis &

ROMI• Connect with marketing

intelligence• Analytical culture &

skills

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• Peopleyours & every stakeholder

• PlanetACT on innovation, packaging, promotion...

• Profitbusiness-minded marketers

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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

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• Returning to core of the business

• Top down & bottom up• Consistent value

proposition• Customer focus

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Agenda

1. Setting the scene: Why (yet another) survey?

2. Key insights of the Yearly Marketing Survey 2012

3. Q&A

29

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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