1 Marketers, in search of the right balance #YMS2013

2 The Marketing Confidence Index #YMS2013

3 N=232 Unfortunately, no trust regained #YMS2013 Mar/13

4 The new buzzwords indicate “de-trends”: time to simplify 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 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 #YMS2013

6 How to tackle the traditional marketing challenges? #YMS2013

7 7 Net Success Usage N=259 Marketers struggle to create relevance How to make products/services more relevant? Marketers struggle to create relevance How to make products/services more relevant? #YMS2013

8 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 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

9 Is building loyalty a utopia? How to build loyalty? Is building loyalty a utopia? How to build loyalty? #YMS2013

10 100% 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 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

#YMS 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 framework Analyze 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 approach How to integrate offline & online communication?

Organization built around the customer Marketing responsible for all customer touchpoints Online, offline... It doesn’t matter! 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 Customer satisfaction Marketing ROI N=250 How to prove the added value of marketing?

#YMS 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

#YMS Evolution of marketing tactics & media #YMS2013

16 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 N=200 What exactly do we mean by Direct Marketing? #YMS2013

19 Too much segmentation pays less The ROMI of direct mail is always lower than ing 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

20 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

21 The ideal marketing personality? #YMS2013

22 Your CEO expects other skills than you do! Ranking personality traits to address 2013 challenges for Marketing Manager & CEO #YMS2013

23 Generalist Creative Discipline Hard skills Humility Passionate about Marketing Soft skills We are looking for equilibrists! #YMS2013

24 How to generate those skills? Variety Experience Continuous training Coaching MARKETING TALENT DEVELOPMENT PROGRAM 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 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 #YMS2013

26 How FACTS is your marketing department? For all information about the free FACTS audit, contact Caroline Vervaeke or Karolien Vanhelden 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 : For all information about the YMS, or for a tailormade company presentation, contact :