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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

SURVEY REPORT 2017 - internet-of-strategy.com · survey report 2017 for more information, go to: mad-minds.com defining the trends and challenges in the marketing space industry |

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Page 1: SURVEY REPORT 2017 - internet-of-strategy.com · survey report 2017 for more information, go to: mad-minds.com defining the trends and challenges in the marketing space industry |

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

Page 2: SURVEY REPORT 2017 - internet-of-strategy.com · survey report 2017 for more information, go to: mad-minds.com defining the trends and challenges in the marketing space industry |

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

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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

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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%

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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

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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

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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

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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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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

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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