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SURVEY REPORT 2017
FOR MORE INFORMATION, GO TO:
MAD-MINDS.COM
DEFINING THE TRENDS AND CHALLENGES
IN THE MARKETING SPACE INDUSTRY | RE-
THINKING BUSINESS MODELS | MANAGING
DIGITALISATION & NEW TECHNOLOGIES
STUDY PROFILE
• RESEARCH PURPOSE
Research on the current state of the marketing space
• TARGET AUDIENCE
CMOs and marketing experts from leading international companies
• PROCEDURE
Online survey
• PARTICIPANT GENERATION
Email and social media invitations
• STUDY SAMPLE SIZE
n = 234
• DATA COLLECTION PERIOD
January 2017 – February 2016
PUBLISHED March 2017
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3
TABLE OF CONTENTS
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INDUSTRY TRENDS
• Impact of digital transformation 5
• Marketing department within the company 6
• Digital marketing strategies 8
• Digital marketing channels & goals 10
• New media 11
• Future trends 12
SURVEY – PROFILE OF THE RESPONDENTS
• Respondent profile 14
• Company overview 15
Rethink! MAD Minds Europe
• About Rethink! MAD Minds Europe 2017 16
• Bring your team to Rethink! MAD Minds Europe 2017 17
4
INDUSTRY TRENDS
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5
To what extent is digital transformation impacting your role at the
moment?
IMPACT OF DIGITAL TRANSFORMATION
NO SIGNIFICANT IMPACT
I DON’T KNOW / NOT RELEVANT
VERY MUCH
A LITTLE BIT
1%
82%
15%
1%
NOT AT ALL 1%
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6
MARKETING DEPARTMENT WITHIN THE COMPANY
How important are innovative technologies in your marketing strategy? *
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* 1= not important at all; 5= very important
How has the role of the CMO changed in your company over the past years?
9% BECAME LESS IMPORTANT
55% BECAME MORE IMPORTANT
36% STAYED THE SAME
7
What percentage of your overall marketing
budget is assigned to digital?
32% Between 25% and 50%
26% Between 10% and 25%
12% More than 75%
15% Between 50% and 75%
15% Less than 10%
Which topics or areas of marketing will you
be prioritising / investing the most in over the
coming five years?
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MARKETING DEPARTMENT WITHIN THE COMPANY
Lead Generation / Data Management
74%
Mobile & Social Marketing
71%
Big Data Analytics
37%
Marketing Automation
48%
Other 2%
8
Does your organisation have a clear digital
marketing strategy?
54% YES – IT IS INTEGRATED INTO OUR
OVERALL MARKETING STRATEGY
28% NO – WE ARE DOING DIGITAL BUT HAVE
NO DEFINED STRATEGY
18% YES – IT IS DEFINED INTO A SEPARATE
DOCUMENT/PROCESS
1% WE DON’T DO DIGITAL MARKETING
67% WE HAVE AN IN-HOUSE DIGITAL MARKETING
TEAM
36% WE OUTSOURCE OUR DIGITAL MARKETING TO
AN AGENDCY/CONSULTANT
26% WE HAVE DIGITAL MARKETING EXPERTISE IN
THE FOUNDING TEAM
18% WE DO MOST OF THE DIGITAL MARKETING
OURSELVES (BUT HAVE NO EXPERTISE)
Which statements best describe your current
digital marketing efforts?
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DIGITAL MARKETING STRATEGIES
9
DIGITAL MARKETING STRATEGIES
How do you measure the performance of your
digital marketing?
Using agency/consultants produced reports
Using free analytics tools
We have developed our own reports/scorecards based on our KPIs
Using paid analytics tools
Using external e-commerce platform/software
33%
58%
37%
16%
53%
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10
DIGITAL MARKETING CHANNELS & GOALS
What does your company aim to
achieve with digital marketing? *
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1% OTHER
79% CREATE BRAND AWARENESS
67% LEAD GENERATION
62% CUSTOMER ACQUISITION
50% DEVELOP COMPANY MESSAGING AND
POSITIONING
*multiple choice possible
Which of the following tactics are most
important to your marketing strategy? *
47% IFNLUENCER MARKETING
74% CONTENT MARKETING
67% SOCIAL MEDIA
66% SEARCH ENGINE MARKETING
57% E-MAIL MARKETING
18% DISPLAY ADVERTISING
14% AFFILIATE MARKETING
3% OTHER
11
NEW MEDIA
Which one of the following media do you believe will
deliver the best return in 2017?
*multiple choice possible
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43%
34%
23%
Earned media
Owned media
Paid media
12
FUTURE TRENDS
Which topics will gain importance in your company in the
next 12 months?*
*multiple choice possible
26% ENTRY IN NEW AND/OR EMERGING MARKETS
65% CUSTOMER RELATIONSHIP MANAGEMENT
54% LEAD GENERATION
53% BIG DATA ANALYTICS
37% ARTIFICIAL INTELLIGENCE AND MARKETING
23% VIDEO ADVERTISING
23% VIRTUAL REALITY
3% OTHER
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13
SURVEY - PROFILE OF THE
RESPONDENTS
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10,001 - 50,000
37%
1,001 - 5,000
26%
201 - 1,000
10%
42% END-USER
58% SOLUTION PROVIDER
End-user or solution provider?
Job role
RESPONDENT PROFILE
62% MANAGER / DIRECTOR / HEAD OF
21% SENIOR MANAGER / TEAM LEADER
5% VP / SVP
4% OTHER
8% BOARD MEMBER / CxO / MANAGING DIRECTOR
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15
Leader / Head of /
Director
36%
Manager / Senior
Manager
57%
6 – 20
18%
21 – 50
23%
What is the approximate size of your company?*
*number of employees
46%
18%
10%
16%
4% 6%
< 1,000
1,000 – 5,000
5,001 – 10,000
10,001 – 50,000
50,001-100,000
> 100,000
COMPANY OVERVIEW
Office locations
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3% SWEDEN
56% GERMANY/AUSTRIA/SWITZERLAND
21% UNITED KINGDOM
4% SPAIN
4% DENMARK
2% PORTUGAL
9% OTHER
1% THE NETHERLANDS
Manager / Senior
Manager
57%
6 – 20
18%
21 – 50
23%
For a chance to hear from leading experts from the marketing industry and exchange
experiences and knowledge on how your business can benefit from new
technologies and digital transformation, join us at Rethink! MAD Minds Europe on
June 26-27 in Berlin.
Over 150+ attendees and speakers will challenge current thinking, unveil the latest
innovations and define the future of the marketing space.
For more information visit: MAD-MINDS.COM
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Manager / Senior
Manager
57%
6 – 20
18%
21 – 50
23%
Bring your colleagues along to the Rethink MAD Minds Europe 2017 and benefit
from our attractive team rates!
Here is your chance to break the silos and bring your entire team along:
• Ensure the whole team is on the same page and see the bigger picture
• Cover your training needs all in one place
• A streamed programme that definitely has something for everyone
• Make sure the organisation gains 360° understanding of the topic by attending all
streams and sessions
• More minds think better than one
To reserve your seat visit: MAD-MINDS.COM/EN/BOOK-NOW
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18
DEFINING THE TRENDS AND
CHALLENGES IN THE MARKETING
SPACE INDUSTRY | RE-THINKING
BUSINESS MODELS | MANAGING
DIGITALISATION & NEW
TECHNOLOGIES
OUR BUSINESS PARTNER COMMUNITY:
…and many more!
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19
Legal Notice
RETHINK MAD MINDS EUROPE - SURVEY REPORT 2017
Publisher
we.CONECT Global Leaders GmbH
Reichenberger Str. 124
10999 Berlin | +49 (0) 30 52 10 70 3 - 0
Managing Directors
Daniel Wolter
Henry Fuchs
Project Management:
Christos Apostolou
Email: [email protected]
Nikolaos Kapetanis
Marketing Director
Email: [email protected]
FOR MORE INFORMATION, GO TO:
MAD-MINDS.COM