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According to a new study by The Reference, Belgian marketers are choosing the path of digital marketing. In 2012 they will focus on social media marketing, mobile sites and monitoring performance, their main challenges being turning data into actionable insights and creating sufficient return on investment. Join the conversation on twitter #refdata or on http://www.referencedata.be
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1
Reference Data edition 1, January 13th 2012:
DIGITAL MARKETING LANDSCAPE IN BELGIUMCurrent investments and trends for the future
2
In this Reference Data report…
BUDGET & ALLOCATIONI
SATISFACTION & 2012 PLANSII
DIGITAL MARKETING CHALLENGESIII
APPENDIXIV
3
Total & Digital Marketing budget
150 K TOTAL MARKETING BUDGET (ONLINE & OFFLINE)
On average, 20% of the total marketing budget is invested in digital marketing initiatives. Total (and therefore online as well) marketing budgets
tend to be smaller among pure B2B players and companies operating in Flanders. Finally, the larger the company, the higher the budget (although the share of online marketing tends to drop among large industry players).Q1 : How much is the total marketing budget (online, print, TV, outdoor, etc.) of your
company for 2011?Q2: What percentage of your total marketing budget do you spend on digital marketing?N = 150 | Filter: none
20%
80%
Spent on digital marketing Spent on offline marketing
TOTAL MARKETING
BUDGET 2011
DIGITAL MARKETING
BUDGET 2011BUDGET SHARE
ALL COMPANIES € 150.000 € 30.000 20%TARGET GROUP B2C € 750.000 € 150.000 20%B2B € 37.500 € 13.125 35%Other € 150.000 € 30.000 20%LOCATION Flanders € 150.000 € 30.000 20%Brussels / Wallonia € 400.000 € 100.000 25%SIZE Small (1-50) € 37.500 € 13.125 35%Medium (51-250) € 250.000 € 62.500 25%Large (250+) € 750.000 € 131.250 18%
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Evolution digital marketing budget
As mentioned before, digital marketing budgets are higher in B2C, companies in Brussels / Wallonia and
companies with 250+ employees. On average, budgets grew with 5,5% in 2011 (compared to 2010) and the
same growth rate is to be expected in 2012.
Q1 : How much is the total marketing budget (online, print, TV, outdoor, etc.) of your company for 2011?Q2: What percentage of your total marketing budget do you spend on digital marketing? Q1 and Q2 used to calculate the digital marketing budget 2011Q3: To what extent has the digital marketing budget for 2011 changed compared with 2010? Q3 used to estimate the digital marketing budget 2012 (based on 2011 budget)Q4: To what extent will the digital marketing budget alter in 2012 compared with 2011? Q4 used to estimate the digital marketing budget 2012 (based on 2011 budget)N = 150 | Filter: none
All companies B2C B2B Other Flanders Brussels / Wallonia
Small (1-50) Medium (51-250) Large (250+)€ 0
€ 10,000
€ 20,000
€ 30,000
€ 40,000
€ 50,000
€ 60,000
€ 70,000
€ 80,000
€ 90,000
€ 100,000
€ 110,000
€ 120,000
€ 130,000
€ 140,000
€ 150,000
€ 160,000
Budget growth 2012 Budget growth 2011 Digital marketing budget 2010
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Digital marketing budget allocation
30 K DIGITAL MARKETING BUDGET SPENT ON
MAIN DMU DIGITAL MARKETING Marketing 51% (Senior) management 30% Communication / PR 13% IT 0% HR 0% Other department 6%
Classic websites
Social presence
SEO
E-mail marketing
SEA
E-commerce sites
Web analytics
Banner advertising
Social media monitoring
Social ads
Mobile sites
Mobile apps
Mobile ads
Mobile games
22%
12%
11%
11%
8%
6%
6%
5%
5%
4%
4%
3%
1%
0%
Who is the main decision making unit when it comes to digital marketing initiatives?
4FTE’s on average involved in digital marketing initiatives(strategy, planning, execution, follow-up)
The main areas of investment are (1) corporate websites (brand and product sites included, (2) social presence !, (3) SEO optimization
and (4) e-mail marketing. Mobile is pretty much unexplored territory for most Belgian companies.
Digital marketing is in the hands of the marketing department or management (especially among small enterprises).
Finally, on average there are 4 people working full-time on digital marketing within their company.
Q1 : If you could invest EUR 100 in the following forms of digital marketing, how would you divide up this EUR 100? Q2: Which department in your company takes the most decisions about your digital marketing strategy?Q3: How many employees work on digital marketing (strategy, budget management, coordination, implementation and follow-up) in your company?N = 150 | Filter: none
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Overview digital marketing actions
Compared to the budget allocation ranking we see higher positions for web analytics and e-mail marketing, meaning most companies invested more in these areas in the earlier stages of their digital marketing efforts. Nowadays, we see an investment
shift to search engine marketing (seo/sea) and social presence. Mobile marketing is still fairly new for most companies, but more than 2 in 5 are considering “doing something” on mobile (mainly optimizing their site for mobile).
Classic websites
Web analytics
E-mail marketing
SEO
Social presence
SEA
Banner advertising
Social media monitoring
E-commerce sites
Social ads
Mobile sites
Mobile apps
Mobile ads
Mobile games
96%
82%
75%
70%
62%
54%
53%
46%
33%
27%
15%
15%
7%
2%
3%
11%
11%
18%
14%
10%
9%
17%
10%
15%
17%
11%
5%
2%
4%
11%
7%
18%
19%
12%
25%
22%
32%
49%
38%
35%
19%
3%
4%
5%
6%
17%
25%
11%
35%
26%
19%
36%
53%
77%
Done In progress In consideration No interest
Q : Where does your company stand with regard to the following forms of digital marketing?N = 150 | Filter: none
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Overview digital marketing actionsB2C versus B2B
Classic websites
Web analytics
SEO E-mail marketing
Social presence
Banner advertising
Social media
monitoring
SEA E-commerce
sites
Social ads Mobile sites
Mobile apps
Mobile games
Mobile ads0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%B2C B2B
Q : Where does your company stand with regard to the following forms of digital marketing? (% done reported)N = 150 | Filter: none
The main gap between B2C and B2B companies when it comes to the uptake of digital marketing forms are the following: e-commerce integration (33% lower in B2B), web bannering (32% lower in B2B), social media monitoring
(22% lower in B2B) and social presence (20% lower in B2B).
% done reported
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Overview digital marketing actionsSplit company size
Classic websites
Web analytics
E-mail marketing
SEO Social presence
Banner advertising
SEA Social media
monitoring
E-commerce
sites
Social ads Mobile apps
Mobile sites
Mobile ads Mobile games
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Small (1-50) Medium (51-250) Large (250+)
All companies (large and small) are investing in their website (larger companies do tend to integrate more e-commerce elements into it), web analytics, e-mail marketing and SEO. Smaller companies tend to be slightly more present on social channels, whereas
larger companies invest more in classic banner ads. Larger companies are more into online conversation monitoring.
Q : Where does your company stand with regard to the following forms of digital marketing? (% done reported)N = 150 | Filter: none
% done reported
9
In this report…
BUDGET & ALLOCATIONI
SATISFACTION & 2012 PLANSII
DIGITAL MARKETING CHALLENGESIII
APPENDIXIV
10
Satisfaction digital marketing initiatives
Web analytics(n=122)
Classic websites(n=143)
Social media monitoring(n=68)
SEO(n=104)
SEA(n=80)
Social presence(n=92)
Social ads(n=41)
E-commerce sites(n=50)
E-mail marketing(n=111)
Banner advertising(n=78)
13%
13%
10%
10%
13%
11%
6%
4%
3%
52%
50%
52%
47%
44%
40%
49%
42%
42%
39%
25%
20%
28%
31%
25%
27%
32%
32%
32%
36%
7%
14%
10%
11%
18%
20%
15%
18%
18%
21%
3%
4%
2%
1%
2%
5%
2%
4%
3%
Very satisfied Satisfied Neutral Not satisfied Not at all satisfied
It’s quite surprising that most Belgian companies aren’t that happy with the effectiveness of their digital marketing initiatives, even with the most commonly adopted forms such as their corporate web presence, web analytics and SEO. Based on more in-
depth analysis, there is no specific segment (in terms of size, customer audience, region) which is more (dis)satisfied.
% TOP 265%
62%
62%
57%
56%
51%
49%
48%
46%
41%
Q : To what extent are you satisfied with the effectiveness of the following forms of digital marketing in your company?N = 150 | Filter: only for the digital marketing initiatives currently implemented. Note: mobile sites, mobile ads, mobile games and mobile apps excluded because of low counts (<25).
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2012 investments digital marketing
Social presence
SEO
Classic websites
E-mail marketing
Social media monitoring
SEA
Web analytics
Social ads
Mobile sites
E-commerce sites
Banner advertising
Mobile apps
Mobile ads
Mobile games
6%
5%
9%
4%
3%
2%
3%
2%
4%
6%
3%
49%
45%
41%
42%
43%
35%
33%
33%
31%
25%
23%
21%
17%
3%
35%
45%
43%
47%
47%
51%
59%
53%
49%
55%
61%
56%
59%
62%
6%
4%
7%
6%
4%
7%
4%
6%
5%
4%
9%
5%
7%
6%
3%
3%
5%
6%
11%
10%
7%
15%
16%
28%
Far more More As much Less Far less
Top 2 Leaders (*) Diff
55% 59% 3%
50% 44% -6%
49% 51% 2%
46% 37% -9%
46% 59% 13%
37% 46% 10%
36% 34% -2%
35% 44% 9%
35% 39% 4%
31% 32% 0%
24% 24% 0%
24% 20% -5%
19% 24% 6%
4% 0% -4%
Despite mixed feelings in terms of satisfaction, companies understand the importance of digital marketing. Social presence is a key area of investment with 55% planning to invest more in social media in 2012. Lead generation via search engines (seo) and e-mail marketing are strategic pillars in their digital marketing plans as well. Companies that claim to be leading in terms of digital marketing are planning to
invest significantly more in social media monitoring and social / mobile advertising.Q : To what extent is your company planning to invest more or less in the following forms of digital marketing in 2012? N = 150 | Filter: none(*) Leading = the respondents who reported to be (far) ahead in terms of digital marketing compared to their main competitors (n=46)
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Digital marketing focus quadrant
NICHE
These are areas that are quite unexplored by Belgian companies: there
is a low uptake and investments don’t seem to increase significantly in the near
future.
RUNNER-UPS
Few companies are currently adopting these digital marketing techniques, but
many companies see potential in them in the near future. If companies keep
investing in them and they turn out to deliver added value / ROI, these
initiatives might evolve into certainties.
CERTAINTIES
These are digital marketing initiatives which have been adopted by most
Belgian companies. Moreover, most companies are planning to invest more into these areas, meaning these actions
will remain the foundations for their digital marketing plans.
MATURE
These are digital marketing actions which are used quite common among Belgian
companies. Companies will keep investing into these areas, but allocated
budgets won’t increase that much anymore.
2012
inve
stm
ent i
nten
tion
Currently implementedQ currently implemented : Where does your company stand with regard to the following forms of digital marketing? (% we do it at the moment reported)Q 2012 investment intention: To what extent is your company planning to invest more or less in the following forms of digital marketing in 2012? (% more + far more reported)N = 150 | Filter: none
13
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%0%
10%
20%
30%
40%
50%
60%Classic websites
E-commerce sites
Banner advertising
Web analytics
SEO
SEA
E-mail marketingMobile sites
Mobile apps
Mobile games
Mobile ads
Social ads
Social presence
Social media monitoring
Currently implemented
2012
hig
her i
nves
tmen
t int
entio
n
Digital marketing focus quadrant
Runner-ups
Niche
Certainties
Mean all items
Mean all items
Mature
Bubble size = current budget allocation
Q currently implemented : Where does your company stand with regard to the following forms of digital marketing? (% we do it at the moment reported)Q 2012 investment intention: To what extent is your company planning to invest more or less in the following forms of digital marketing in 2012? (% more + far more reported)N = 150 | Filter: none
14
In this report…
BUDGET & ALLOCATIONI
SATISFACTION & 2012 PLANSII
DIGITAL MARKETING CHALLENGESIII
APPENDIXIV
15
Digital marketing challenges
Hard to generate insights from the huge quantity of
company data
Hard to determine ROI digital marketing
Hard to find / keep people with digital marketing
expertise
Hard to obtain budget for digital marketing
Hard to find competent 3rd parties for digital
marketing
Hard to stay abreast of latest digital trends
2%
9%
4%
4%
5%
3%
43%
36%
35%
31%
24%
23%
25%
17%
35%
23%
29%
21%
28%
30%
23%
35%
36%
40%
2%
7%
3%
7%
6%
13%
Agree entirely Agree Neutral Dont agree Dont agree at all
% TOP 2
45%
45%
39%
35%
29%
25%
One of the main challenges for Belgian companies in the coming years is the ability to turn a vast amount of company data into insights. Measuring the return of investment on digital marketing remains an issue among companies: 45% agrees that ROI calculations are hard
to determine. Finally, 4 out of 10 companies have difficulties finding or keeping people with proficient digital marketing skills
Q : To what extent do you agree with the following statements?N = 150 | Filter: none
16
Digital marketing outsourcing
82%
18%
Outsourcing digital marketing Not outsourcing digital marketing
82% IS OUTSOURCING DIGITAL MARKETING
Classic websites
Banner advertising
SEO
SEA
Mobile apps
E-commerce sites
Mobile sites
Social ads
E-mail marketing
Web analytics
Social media monitoring
Social presence
62%
48%
45%
44%
41%
37%
35%
30%
27%
21%
20%
10%
More than 4 out of 5 Belgian companies are outsourcing at least 1 digital marketing activity (with an average of 3,4 outsourced activities).
The main outsourced activities are website creation / maintenance, bannering and search engine marketing. Scanning the social landscape and setting up a presence is relatively more done in-house. Only 1 in 5
consults an external party for web analytics purposes.
digital marketing activities outsourced on average3,4
Q : Which of the following forms of digital marketing are outsourced to an external party, whether partially or entirely (e.g. a digital agency, advertising agency, etc.)?N = 150 | Filter: none
17
Outsourcing reasons and plans
Insufficient internal resources
Insufficient internal knowledge
Access to new insights / ideas
Access to latest trends / best practices
Faster execution
Higher flexibility
Cheaper to outsource
Avoid internal politics
Other reason
56%
52%
50%
42%
24%
17%
7%
4%
3%
DIGITAL MARKETING MATURITY(*)OUTSOURCE REASONS (far) behind Same level (far) aheadInsufficient internal knowledge 63% 53% 40%Insufficient internal resources 63% 55% 51%Access to new insights / ideas 33% 52% 63%
(*) Self-reported compared to main competitors
Definitely not
Probably not
Maybe maybe not
Probably
Definitely
0%
6%
22%
40%
33%
4%
19%
44%
30%
4%
Not outsourcing digital marketing Outsourcing digital marketing
The main reasons why Belgian companies outsource their digital marketing initiatives is the lack of internal resources and
expertise (especially among companies that are less mature when it comes to digital marketing). Even when there are in-
house resources, companies still like to call upon external parties to get access to the latest trends and new ideas.
Hence, the strong intentions of most companies to keep outsourcing their digital marketing actions.
CURRENT REASONS FOR OUTSOURCING DIGITAL MARKETING PLANNING TO OUTSOURCE DIGITAL MARKETING IN THE FUTURE
Q1 :What are the main reasons why you call upon external parties for your digital marketing activities? Max 3 answers possible. N = 123 | Filter: if currently outsourcingQ2 :In the future will you call (more frequently) on external parties for your digital marketing activities? N = 150| Filter: none
18
In this report…
BUDGET & ALLOCATIONI
SATISFACTION & 2012 PLANSII
DIGITAL MARKETING CHALLENGESIII
APPENDIXIV
19
• Objectives study• Give an overview of the digital marketing landscape in Belgium in terms of
budget, resource allocation, satisfaction and plans for 2012.• Understand the evolution in the different domains of expertise
• Target group• Responsible for digital marketing initiatives (budget allocation, schedule,
supplier selection, coordination of initiatives) within their company• Geographical scope: Belgian companies
• Sample information• Data collected through online survey• Field work conducted between 2 – 30 November 2011• Sample size: 150 respondents responsible for digital marketing within their
company• Error margin of results: +/- 7,8%
Methodology
20
• By digital marketing we mean:
• Search engine optimization (seo, improving your position in organic search results)• Search engine advertising (sea, paying search results, e.g. Google Adwords campaigns)• Banner advertisements• Websites (company, product and mini websites)• E-mail marketing• Social media (monitoring software, presence on social media, advertising on social
media)• Mobile (advertising, mobile applications)• Online games• …
Definition of digital marketing
21
Company and respondent profile
COUNT COLUMN N % COUNT COLUMN N %GOOD OR SERVICES COMPANY SIZE Products 41 27% Small (1-50) 73 49%
Services 68 45% Medium (51-250) 34 23%
Both 41 27% Large (250+) 43 29%B2B OR B2C ESTIMATED TURNOVER 2011 Consumers 36 24% EUR -50K 9 6%
Other companies 58 39% EUR 50-99K 4 3%
The public sector 4 3% EUR 100-250K 4 3%
We have several client groups 52 35% EUR 250-500K 4 3%COMPANY TYPE EUR 500K-1M 9 6%
A Belgian company without branches 57 38% EUR 1-5M 15 10%
A Belgian parent company with several branches 47 31% EUR 6-10M 5 3%
A branch of a Belgian parent company 2 1% EUR 11-25M 10 7%
A branch of a foreign parent company 44 29% EUR 26-50M 3 2%LOCATION IN BELGIUM EUR 51-100M 9 6%
Flanders 98 65% EUR 101-250M 2 1%
Brussels 47 31% EUR 251-500M 4 3%
Wallonia 5 3% EUR 501-1000M 2 1%MAIN TRADING AREA EUR +1000M 6 4%
Belgium only 69 46% I prefer not to say 64 43%
Benelux only 24 16% SECTOR Europe 23 15% Goods / production Industry 14 9%
Europe and North America 0 0% Public administration 5 3%
Broader than Europe and North America 2 1% Construction 6 4%
Worldwide 32 21% Distribution 14 9%DEPARTMENT RESPONDENT Hotel and catering 2 1%
(Senior) management 21 14% Transport 3 2%
IT 9 6% Telco & ICT 18 12%
Marketing 86 57% Finance / insurances 14 9%
Communication / PR 23 15% B2B service provider 16 11%
HR 0 0% Health care and social services 7 5%
Other department 11 7% Culture recreation and other personal services 9 6%
Media / publishing 13 9%
Other 29 19%
22
Contacts for the press:
Anja CappelleManaging Director The Reference0475 92 88 9709 234 05 36
Vicky Van DaeleMarcom0468 11 70 5009 234 05 36
Gianni CooremanDigital strategist0494 52 17 7609 234 05 36