SURVEY: The digital marketing landscape in Belgium - The Reference

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The Reference Digital Marketing Survey for Belgium: Has the Switch to digital happened? Belgian companies are increasingly diverting budgets from offline marketing to digital marketing. A two-yearly survey by The Reference reveals that the number of companies that spend over half of their total marketing budget on digital is rising rapidly, from 26% two years ago to 37% in 2013. More importantly maybe, although 65% of companies plan to raise their digital marketing budgets – exactly as much as 2 years ago – now 50% of companies also plan to lower their offline marketing budgets. Check out www.reference.be for full press release and other findings from the survey. Check out our slide set for graphs and highlights

Transcript of SURVEY: The digital marketing landscape in Belgium - The Reference

Digital Marketing Landscape in Belgium 2013 Survey

DIGITAL MARKETING LANDSCAPE IN BELGIUM2013 SURVEY

Background

In 2011, we conducted our first survey of the digital marketing landscape in Belgium

In 2013, we repeated this survey

Same questions

Some additional questions

This presentation mainly: findings about remarkable evolutions 2011 - 2013

Main findings summary

Switch to digital has happened

Digital in total marketing budget

Digital vs Off-line

Breakthrough of social and mobile

Content marketing is very important

In spite of growing adoption and budgets, still difficult to determine ROI or attribute revenue

BUDGET SPENT ON DIGITALGROWING FAST

% of total marketing budget spent on digital marketing (2011 2013)

Q: What percentage of your total marketing budget do you spend on digital marketing?Please give a number between 0 and 100.

% o

f co

mp

anie

s

% of digital in total mkt budget

0

5

10

15

20

25

2011 Survey

2013 survey

% of digital in total mkt budget

0

5

10

15

20

25

2011 Survey

2013 survey

Digital > 50% of marketing budget:From 26%(2011) to 37%(2013)

of companies

Q: What percentage of your total marketing budget do you spend on digital marketing?Please give a number between 0 and 100.

% of total marketing budget spent on digital marketing (2011 2013)

% o

f co

mp

anie

s

CHANGES INDIGITAL VS OFFLINE MARKETING BUDGETS

DIGITAL CHANNELS:ADOPTION RATES, BUDGET ALLOCATION &

INVESTMENT PLANNING

EVOLUTION 2011 2013 / INVESTMENT PLANNING FOR 2014

ADOPTION DEGREEBREAKTHROUGH FOR SOCIAL AND MOBILE

Digital channels adoption rates: 2011-2013%

of

com

pan

ies

rep

ort

ing:

We

do

it a

t th

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ent

Q: Where does your company stand with regard to the following forms of digital marketing?

0102030405060708090

100

2011 survey 2013 survey

Social adoption 2011 2013From +90% (advertising) to +40% (presence and monitoring)Social presence set to become as widely adopted as classic website

0

20

40

60

80

100

2011 survey 2013 survey

Digital channels adoption rates: 2011-2013%

of

com

pan

ies

rep

ort

ing:

We

do

it a

t th

e m

om

ent

020

40

60

80

100

2011 survey 2013 survey

Mobile adoptionMobile sites have reached 50% adoption rate (+218%)Adoption of apps, advertising and games:

Still low, but strong growth 2011 - 2013Further strong growth expected: +/- 40% of companies report that they are implementing or considering

Digital channels adoption rates: 2011-2013%

of

com

pan

ies

rep

ort

ing:

We

do

it a

t th

e m

om

ent

Digital channels adoption rates: 2011-2013

SEO and SEA: stagnatingAnalytics: stagnating

0

20

40

60

80

100

2011 survey 2013 survey

% o

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s r

epo

rtin

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e d

o it

at

the

mo

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Digital channels adoption rates: 2011-2013

0

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40

60

80

100

2011 survey 2013 survey

New categories in 2013 survey:Content marketing: 62% adoptionCross- and multichannel campaign mgt: 53% adoption

% o

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epo

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g:W

e d

o it

at

the

mo

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Divide an investment of 100: 2011 - 2013

0

5

10

15

20

25

2011 survey 2013 survey

% b

ud

get

allo

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on

Q: If you could invest EUR 100 in the following forms of digital marketing, how would you divide upthis EUR 100? Please give a figure between 0 and 100 per form. The total must equal 100.

Divide an investment of 100: 2011 - 2013

Content marketing (new category in 2013 survey) immediately becomes second largest investment category(Lower investment in classic websites (and some other categories) probably explained by the shift to content management)

0

5

10

15

20

25

2011 survey 2013 survey

% b

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get

allo

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Divide an investment of 100: 2011 - 2013

Website, Content Marketing, Social Presence, SEO and e-mail marketing account for 50% of investmentsAre budgets becoming too thinly spread?

0

5

10

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2011 survey 2013 survey

% b

ud

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Digital channels investment plans 2014%

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com

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pla

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to in

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re

0

10

20

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40

50

60

2011 survey 2013 survey

Q: To what extent is your company planning to invest more or less in the following forms of digital marketing in 2014?

0%

10%

20%

30%

40%

50%

60%

2011 2013

% o

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Digital channels investment plans 2014

Majority of cies planning to invest moreLarge part of cies (>40%) planning to invest more+/- a third of cies planning to invest moreOnly 20% of cies planning to invest more

Digital channels investment plans 2014

Heavy investment focus for 2014 onContent Marketing and Social Presence

0%

10%

20%

30%

40%

50%

60%

2011 2013

% o

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DIGITAL MARKETING FOCUS QUADRANT2013 COMPARED TO 2011

Digital marketing focus quadrant

23

NICHE

These are areas that are quite unexplored by Belgian companies: there

is a low uptake and investments dont 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 wont increase that much anymore.

20

12

inve

stm

ent

inte

nti

on

Currently implemented

Digital marketing focus quadrant 2011

24

Runner-ups

Niche

Certainties

Mean all items

Mature

Bubble size = current budget allocation

Classic websites

E-commerce sites

Banner advertising

Web analytics

SEO

SEA

E-mail marketing

Mobile sites

Mobile apps

Mobile games

Mobile ads

Social ads

Social presence

Social media monitoring

0%

10%

20%

30%

40%

50%

60%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

20

12

hig

her

inve

stm

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inte

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on

Currently implemented

25

Runner-ups

Niche

Certainties

Mean all items

Mature

Bubble size = current budget allocation

Classic websites

E-commercesites

Banner advertising

Web analytics

SEO

SEA

E-mail marketing

Mobile sites

Mobile apps

Mobile ads

Social ads

Social presence

Social mediamonitoring

Content marketing

Multichannel campaign mgt

0%

10%

20%

30%

40%

50%

60%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Futu

re in

vest

men

t

Implemented

Digital marketing focus quadrant 2013

(Content marketing & multichannel campaign management are new items that were added in the 2013 survey)

RETURN ON INVESTMENT

It is difficult to determine the ROI of my digital marketing efforts

% of companies that agree has risen

from 44% to 48%

What percentage of total revenue can you attribute to digital marketing?(new question in 2013 survey)

55% (!) of co