Our YMS shows that 44% of Belgian marketers have planned to use mobile in 2013. While almost every marketer has a smartphone, research of inSites shows that only 28% of the customers have one. Moreover, only half of them have internet access so only 15% can be reached. Marketers should be more business driven and …
The orthodoxies of marketing are transforming as is the profile of marketers in 2013. Their expanded role creates confusion and even paralyzes them: What do stakeholders expect from me? How can I prove the added value of my activities? Marketers are out of balance and may be losing their passion for the profession. In the …
Bad marketers. We all know some. We’ve sat next to them in meetings. We’ve attended their presentations. We’ve watched them talking nonsense. They always talk about “their” consumers, “their” clients. They are utterly convinced that only accountants should use figures in their work. They consider that Marketing is a cost centre … and they even …
Increased complexity seems to be top of mind for marketers today with buzz and questions about digitalization, channel integration, Big Data, ROPO, phygital, and more. All of us want to understand the latest technical evolutions and marketing tools, and use all the new data available to us. Eagerness to learn and evolve is a good …
Last month I attended the Trends night of Stima. Big data and digital seemed to control the evening. We got lots of presentations about the increasing amount of data where marketers are confronted with… and lots of ideas how we should tackle them. Bart de Waele from Wijs stated that software will eat the world. …
As pointed out by Steve Jobs, customers notoriously do not know what they want. No wonder 35% those who engage in co-creation are disappointed by the results, as shown by the 2013 YMS. Still, involving customers remains a priority for many marketers. And I think they are right. Whereas it is clear customers won’t come …
In our most recent Yearly Marketing Survey, we found out that marketers didn’t find that magic formula for Innovation yet. Capturing ideas is a good start, but innovation also needs some strategy. Do the 3 value disciplines of Treasy & Wiersema: Operational Excellence, Product Leadership and Customer Intimacy ring a Bell? What do they have …
We had hoped to celebrate the 10th anniversary of the Yearly Marketing Survey (YMS) with a positive outlook from the Belgian Marketing community about their profession and challenges. Unfortunately, pessimism still keeps its grasp on marketers in 2013. Many of the same themes heard over the past years keep coming back; being more relevant to …
Key Expertises +25 years of commercial and technical/actuarial experience in the Dutch and Belgian (life) insurance industry both as manager and as consultant for insurance companies and brokers: – Business(model) Generation, Planning & Transformation – Commercial Effectiveness (Marketing & Sales) – Customer & Distributor Segmentation – Portfolio Management (ProductMarketCombinations) – Customer Intimacy & Loyalty Programs …
I will love and honor you all the days of my life. Is 100% brand loyalty still possible nowadays or should we rather talk about divided loyalty to a group of brands? Does a steady marriage between brands and customers remain a Utopia? The Yearly Marketing Survey 2013 reveals that marketers are wasting time and …