The results of the ninth edition of the Yearly Marketing Survey (YMS) do not inspire much optimism at first. Frankly, the results are quite shocking. Where marketers were very (overly?) enthusiastic and positive last year, they are now very pessimistic. It seems as if we, as marketers, have lost our grip and are in search of inspiration.

1. Marketers, in search of inspiration

2. Who participated to our survey?
The respondents’ job profiles are mainly marketing managers and general managers
What is your current job title?
3% 2%1%
5%
28%
8%
Marketing Manager
Other
General Manager/CEO
Marketing consultant
10% Sales & Marketing Manager
Product/brand/category Manager
Communications Manager
Sales Manager
Online marketer:
Trade marketer
11%
18%
N= 436
14%
YEARLY MARKETING SURVEY 2012
2

3. Who participated to our survey?
Respondents are mainly active in professional services and consumer goods
In what type of industry is your company active?
3%
6%
19%
8%
Professional Services
Other
Consumer Goods
9% Finance & Insurance
Distribution (wholesale & retail)
ICT
19% Manufacturing
Healthcare
9%
Utilities & Resources
10%
N= 436
16%
YEARLY MARKETING SURVEY 2012 3

4. Who participated to our survey?
B2C companies are underweight
In what type of business environment do you work?
1%
20%
43% B2B
B2B and B2C
B2C
Other
35%
N= 436
YEARLY MARKETING SURVEY 2012 4

5. The Marketing Confidence Index
The recession ghost is back
Marketing Confidence Index
Marketing Confidence Index- reflecting marketers’ expectations in regard to marketing budgets and marketing team size - fell
down to an almost historical lowness. Marketers have already lost their regained confidence observed in 2011.
30,0
20,0
Index Value
15 15
13 12
10,0
4
0,0 1 2 1
-3 -2 -3 -1
2005 2006 2007 2008 2009 2010 2011 -6
2012
-10,0
-15
-20,0 -20
-24
-30,0 MCI CI (data from feb/12)
N= 436
Comparing the MCI with the Consumer Confidence Index, we notice that marketers seem to project
the current situation to the next year. What could be the reason behind this?
YEARLY MARKETING SURVEY 2012 5

6. The Marketing Confidence Index
Marketers must be more insightful
Very optimistic, marketer’s expectations for 2011 were overrated: Expected budget increase was not realized and even a further
decrease is expected. Teams didn’t expand, but are expected to stay at the same level. Number of projects keep growing, sometimes
more, sometimes less than expected. Are marketers bad predictors, often too optimistic?
Budget evolution: Expected vs. Actual Team evolution: Expected vs. Actual
30% 12% 11%
23%
18% 10% 8%
20% 17% 7% 8%
8%
10%
6%
10% 4%
4% 3%
0% 2% 1%
0% 0%
2007 2008 2009
-1% 2010
0% 2011 2012 0%
-3%
-10% 2007 2008 2009 2010 2011 2012
-2%
-9%
-11% -4%
-20%
-6% -5%
-23% -23% -6%
-8%
-30%
Expected change in budget Actual change in budget Expected change in team size Actual change in team size
N= 436
By being more insightful, marketers will gain the right to be in the driver’s seat when determining budgets:
anticipating long term consumer trends instead of following Board guidelines derived from short term sales
figures?
YEARLY MARKETING SURVEY 2012 6

7. Major Marketing Challenges
Challenges for marketers are strongly customers oriented… BUT “Doing more with less” is the new watchword for 2012
Being relevant and creating a dialogue with consumers were the 2 major challenges for marketers in 2011, and stay in 2012. This might
signify marketers haven’t found the right strategies yet to truly connect with consumers and focus on the real customer needs.
Making products and services more relevant for customers 53%
45%
Creating a dialogue with customers 48%
41%
Innovating to create new markets and get the attention of 35%
customers 38%
Do more with less due to budget constraints 38%
Differentiating from competition 39%
37%
Proving the added value of the marketing efforts 30%
29%
Better integrating online and offline communication 36%
28%
Improve your customer insights through the use of data 28%
Tightening the collaboration with the channel partners 21%
12%
N 2012 = 436 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00%
N 2011 = 577 2011 2012
Striking is the low importance of ROI although the newest challenge is to do more with less.
YEARLY MARKETING SURVEY 2012 7

8. Major Marketing Threats
Decrease in customers’ loyalty and increase of price-sensitivity are the main threats
The evolving customers’ behavior is still considered the main threat for marketers; with a higher increase in price-sensitiveness of customers
and a higher decrease in customer’s loyalty, compared to last year. Difficult and unsecure economic situation, abundance of choice, overload
of information overload is certainly causing these changes in customer’s behavior.
Increasingly price-sensitive customers 53%
59%
Decreasing loyalty of customers 48%
49%
Increasing competition 35%
35%
Lack of competences of new media 32%
Marketing tiredness and overkill 39%
31%
More empowered customers that are out of control of 30%
marketing 30%
Commoditization of products 36%
29%
Lack of trust in marketing department 18%
Group buying 21%
6%
0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00%
N 2012 = 436
N 2011 = 577 2011 2012
Making life easier and simpler might become a huge challenge for the marketer. Guiding the customer,
and limit the options based on true advice and honest criteria.
YEARLY MARKETING SURVEY 2012 8

9. Budget Evolution for Marketing Tactics
Short terms actions with direct contact with customers and quick results seem to be the focus for 2012
Due to decreasing budget in 2012, major marketing tactics remain: Brand activation, direct marketing and trade
marketing. Expected budget evolution for marketing tactics
Brand Activation 38%
18%
Direct Marketing 37%
18%
Point of sales materials 16%
3%
Public Relations 25%
2%
Guerilla -6%
marketing 11%
Sampling 6%
-12%
Events and trade fairs 19%
-13%
Advertising 6%
-28%
-14% Sponsoring
-37%
N 2012 = 436 -50,00% -40,00% -30,00% -20,00% -10,00% 0,00% 10,00% 20,00% 30,00% 40,00% 50,00%
N 2011 = 577
2011 net difference (%increase-%decrease) 2012 net difference (%increase-%decrease)
Will marketers pay the price in the future for their lack of long term thinking?
YEARLY MARKETING SURVEY 2012 9

10. Budget Evolution in media
Online and owned media on the rise
Less use of paid media and a stronger focus on owned & earned media in a search of more impact!
Expected budget evolution in media
Online 64%
56%
Mobile 31%
29%
Own brochures and magazines 33%
19%
Outdoor 9%
-2%
1%
-6% Radio
-3%
Door to door
-10%
-1%
-10% Television
-5%
Cinema
-13%
-4%
Newspapers
-16%
Magazines 3%
-17%
-30,00% -20,00% -10,00% 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00%
N 2012 = 436
N 2011 = 577 2011 net difference (%increase-%decrease) 2012 net difference (%increase -%decrease)
Is mass media dying?
YEARLY MARKETING SURVEY 2012 10

11. Buzzwords
Lack of originality
Last year our survey indicated that 2011 would be the year of mobile marketing. It appeared all of a
sudden in the top 5 of buzzwords. This year however the importance remains stable.
ROMI is increasing but shouldn’t it be more than just a buzzword?
YEARLY MARKETING SURVEY 2012 11

12. Social Media
Marketers are still insecure towards social media
Even though not using social media in your marketing mix became unthinkable, the use of social media can be a risk in a
context of growing importance of ROMI.
Level of agreement by marketers with the statement
-31%
We are satisfied about the results of our social media activities
-21%
-21%
We know the ROI of our social media activities
-45%
-7%
We have enough knowledge about the possibilities of social media
-25%
N 2012 = 436 2012 Net difference (%agree-%disagree) 2011 Net difference (%agree-%disagree)
N 2011 = 577
Marketers are less satisfied with the obtained results. So what went wrong? And why do marketers insist
so strongly on using social media?
YEARLY MARKETING SURVEY 2012 12

13. Main skills of Marketers
Create relevant and quantifiable campaigns that connect emotionally with consumers will be crucial skills to develop in 2012
64%
Creating relevant content for customers
67%
52%
Analyzing and quantifying the results of marketing campaigns
39%
46%
Creating an emotional connection with customers
49%
34%
Making creative marketing campaigns
34%
30%
Managing conversations with customers
45%
28%
General marketing skills to work on diverse tasks
19%
27%
Expert marketing skills to work on specific and complicated tasks
26%
18%
Communicating functional benefits
21%
2012 2011
N 2012 = 436
N 2011 = 577
There is a big difference vs. 2011, where managing conversations with customers was in the top 3
of skills to build up
YEARLY MARKETING SURVEY 2012 13

14. Marketers, in search of inspiration