3. Introduction
Marketing 2016: trends and evolutions
• Most surveys only talk about what people do or not do
descriptive analysis
• We aimed at the next possible level of insight after
causality by looking for significant correlations
analytical analysis
6. Marketing 2016: trends and evolutions
Content marketing has
arrived in the
mainstream
perception
The results
Marketing tactics
7. Marketing 2016: trends and evolutions
Marketers are still
holding on to their
traditional tactics
The results
Marketing tactics
8. Marketing 2016: trends and evolutions
Less than 1/3 of the
marketers have a genuine
quantitative insight into the
impact of social media
The results
Social media
10. Marketing 2016: trends and evolutions
However, digital
marketing is on the rise
The results
Digital marketing
• Top 5 digital marketing tools
• Integration of total platform solutions
12. Marketing 2016: trends and evolutions
Big data is a hot topic, yet
almost half of the
respondents don’t really
know what it is about
The results
Big data
13. Marketing 2016: trends and evolutions
Respondents expect
the importance of big
data to increase
The results
Big data
14. Marketing 2016: trends and evolutions
Respondents recognize the
importance of customer
centricity and plan to focus
more on their customers
in 2016
The results
Customer centricity
16. Marketing 2016: trends and evolutions
A positive trend is that
over 13% of the
marketing budget is
spent on analytics.
The results
Marketing budget
17. Marketing 2016: trends and evolutions
There’s a gap
between marketers’
‘hard’ and ‘soft’ skills
The results
Marketing skills
19. Analytical insights
Marketing 2016: trends and evolutions
Only marketers know
the real challenge
Marketing departments rate themselves higher on
all other dimensions (creativity, empathy, …) than
non-marketers.
But they rate their own analytical capability lower
than non-marketers.
20. Analytical insights
Marketing 2016: trends and evolutions
It is time to review your
analytical capabilities
and investments
Only perceived analytical capability is
correlated to perceived marketing team
performance.
21. Analytical insights
Marketing 2016: trends and evolutions
Strong case for
importance of analytics
The negation of the previous statement is that
neither teamwork nor communication capabilities
showed a significant correlation to perceived
performance.
22. Analytical insights
Marketing 2016: trends and evolutions
Better in analytics means
higher budgets
Those who perceive
themselves to be better at analysis expect higher
marketing budgets in the future.
23. Conclusions
overall
Marketing 2016: trends and evolutions
Only marketers know how big the analytical gap
really is or how challenging analytics is as a topic in
marketing.
Successfully bridging this gap is the key to higher
performance and thus higher budgets.
Analytical capability should be the priority
for marketers in 2016.