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Marketing Trends 2016 How to Make the Most Out of It
2 What We Were Looking For Methodology
Gain understanding on how marketers are seeing this next year
in terms of:
• Trends
• Challenges
Mission
Business, Marketing and Sales Executives
357 interviews
Target
Marketing Trends Pulse 135% More Participation than Last Year
2012
We launched our first Marketing Trends Pulse
2015
152 interviews
2016
357 interviews
3
Looking back to 2012, we can fairly say that:
1. the way consumers engage with the
brands in a completely different manner
2. “word of mouth” now know as “shares” is
what brands should be looking for
Game Changers What is taking the most relevance?
4
2012 Game Changers A Little Bit of History
5
Digital 16% Social Media
11% Technological changes
6% Text Messaging
5% Understanding new media
Non-Digital Mentions Demographic Changes
Other Digital Mentions QR Codes
Online trends
Source: Marketing Trends 2012 Survey
2015 Game Changers Digital and Social Media
6
Social Media 32% of respondents mentioned Social
Media as the trend with the major impact
on how the industry was going to market
products and services
Puerto Rico’s Economic Crisis Which included the increase and imposition
of taxes, tax reform and the Obamacare
impact among others
Media Mix Followed by 31% considered the change in
pattern behavior regarding the media mix
and the inclusion and increase of new
media channels such as online and social
media
Source: Marketing Trends 2016 Survey
Digital 16% Social Media
11% Technological changes
6% Text Messaging
5% Understanding new media
Non-Digital Mentions
Demographic Changes
Other Digital Mentions
QR Codes
Online trends
2016 Game Changers Digital and Social Media
7
Social Media 13% of respondents mentioned Social Media as the trend with the major
impact on how the industry is going to market products and services
Puerto Rico’s Uncertainty 13% of the participants marked this as a game
changer depending on the outcome:
• Demographic changes
• PR Financial Situation
• Market contraction and composition changes
• Government changes
• Federal impositions and regulations, among
others
Everything Digital 30% From Digital Marketing, Content Marketing, Videos and Live
Streaming to the changes in Media Mix and print reading patterns
are considered by the executives to be the next driving force of this
year’s trends
• Search Engine Optimization (SEO), Zero Moment of Truth
(ZMOT) are being brought to the table
Source: Marketing Trends 2016 Survey
2016 Game Changers Digital and Social Media
8
Social Media 13% of respondents mentioned Social Media as the trend with the major
impact on how the industry was going to market products and services
Everything Digital 30% From Digital Marketing, Content Marketing, Videos and Live
Streaming to the changes in Media Mix and print reading patterns
are considered by the executives to be the next driving force of this
year’s trends
• Search Engine Optimization (SEO), Zero Moment of Truth
(ZMOT) are being brought to the table
Source: Marketing Trends 2016 Survey
In Fact 8 out of 10 Increased Digital Budget
20%
40%
60%
80%
100%
79% Increased investment
20%
40%
60%
80%
100%
15% Remain the same
9
Customer
Service
Insights
Insightful Solutions
Technology Changes / Trends
Research / Analytics
Word-of-Mouth / Referrals
Geo-fencing / Geo-targeting
Other Mentions Customer Knowledge and Insights CRM /
Loyalty
Brand Strategy Vs Advertising
Source: Marketing Trends 2016 Survey
Are These Game Changers Being Carried to the Budget
2016 Budget Digital and Social Media Investment Will Increase
11
87% will increase the investment on Social
Media
1 out of 2 will increase the investment in
eCommerce
Like in eCommerce, 50% are planning to
increase the investment in training
2 out of 5 will increase the efforts in Public
Relations
Same will happen with research, 5 out of 10 will increase the spending in
getting to know the customer and analytics
61% are not satisfied with the consumer information
available today
42% are assuring the increase in the
spending of creative and production
services
Source: Marketing Trends 2016 Survey
2016 Budget But the Opposite will Happen to Traditional Media and Sponsorships
12
Increase
Keep Current
Reduce
Source: Marketing Trends 2016 Survey
2015 Budget Allocation Traditional Mass Media Carried ½ of the Budget
13
Source: Marketing Trends 2016 Survey
2016 Budget Levels Traditional Mass with Digital 41% and 44% Respectively
14
Source: Marketing Trends 2016 Survey
15 Puerto Rico’s Current Fiscal Situation Has had an impact in your Marketing Budget
15% Increased 53% Decreased q For 42% of the participants,
the budget decreased by more than 10%
32% Remains Unchanged
Source: Marketing Trends 2016 Survey
How to Successfully Engage with the Customer, In the Digital World, will be 2016’s Main Challenge
16
Source: Marketing Trends 2016 Survey
19% 14%
17%
9%
36%
13%
21%
15% 12% 14%
9%
44%
12%
20% 17%
13% 12% 10%
48%
13%
20%
TV Radio Print Shopper Marketing Digital Out of Home Promotional Activities
2015 2016 2017
Everything Digital Content creation and content marketing are key
Is not only “to be there” but be wanted, be needed, be SHARED!
Are We Correctly Staffed To Deal With What Lies Ahead
17
18 B is the Grade Our Teams Received
We asked you to evaluate your current Marketing Team
Know what is going on with the consumers
68%
Have a sense of urgency
66%
Took our brand to the next level
66%
Understand new trends
60%
Understand the opportunities and challenges ahead
66%
Constantly watching over our consumers’ needs
74%
Self-confident
65%
Passionate about the brand
84%
Find the time to create innovative ideas
65%
Open to changes
65%
2.90 average out of a 4.0 point rating
Source: Marketing Trends 2016 Survey
19 B is the Grade Our Teams Received Passion and Consumer Needs being the best performing attributes
Know what is going on with the consumers
68%
Have a sense of urgency
66%
Took our brand to the next level
66%
Understand new trends
60%
Understand the opportunities and challenges ahead
66%
Constantly watching over our consumers’ needs
74%
Self-confident
65%
Passionate about the brand
84%
Find the time to create innovative ideas
65%
Open to changes
65%
2.90 average out of a 4.0 point rating
Source: Marketing Trends 2016 Survey
What Are These Results Telling Us
20
If We Want Take Our Brand To The Next Level
21
Whether is via traditional research,
analytics and/or business intelligence;
knowledge about the market and
consumer behavior will dictate the ways
to engage effectively and efficiently
Knowledge
01 02
04 03
Will be key this year, and the ones with
the best engaging strategy will insert the
brand into the conversations the market
is having
Digital
“Difficult times call for extreme
measures”, but companies can outrun
the financial crisis by being more
creative and even smarter when mixing
media. These channels can be managed to carry
out a personalized-type of message
Budget To know the market, being passionate
about your brands and care about the
customer are the current strengths.
Is time to develop the ability to
understand new trends, find time to
create innovative ideas and do it with
a sense of urgency
People
22 World Is Changing Rapidly And Waits for No One
Innovative ideas are imperative in a world where the: • Most valuable retailer, has no inventory
• World’s largest individual transportation company, owns no
vehicles
• World’s largest accommodation provider, owns no real estate
• World’s most popular media owner, creates no content
Take Action:
Watch Out for Trends And be responsive to them
Using All Tools Even the ones that are not even
created yet
To Develop a Strategy Don’t leave important decisions in the
hands of random events
Contact Us See you soon...
1571 Calle Alda, San Juan 00926, Puerto Rico
787-250-0006
www.arteaga.com
23
A&Answers is Arteaga & Arteaga’s Market Research Division