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
e m
om
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’
0
20
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
f co
mp
anie
s r
epo
rtin
g:‘W
e d
o it
at
the
mo
men
t’
Digital channels adoption rates: 2011-2013
0
20
40
60
80
100
2011 survey 2013 survey
New categories in 2013 survey:Content marketing: 62% adoptionCross- and multichannel campaign mgt: 53% adoption
% o
f co
mp
anie
s r
epo
rtin
g:‘W
e d
o it
at
the
mo
men
t’
Divide an investment of 100€: 2011 - 2013
0
5
10
15
20
25
2011 survey 2013 survey
% b
ud
get
allo
cati
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
ud
get
allo
cati
on
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
15
20
25
2011 survey 2013 survey
% b
ud
get
allo
cati
on
Digital channels investment plans 2014%
of
com
pan
ies
pla
nn
ing
to in
vest
mo
re
0
10
20
30
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
f co
mp
anie
s p
lan
nin
g to
inve
st m
ore
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
f co
mp
anie
s p
lan
nin
g to
inve
st m
ore
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 don’t 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 won’t 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
ent
inte
nti
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 companies say they ‘don’t know’
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
don't agree atall
don't agree neutral agree Agreeentirely
2011 2013
0%
5%
10%
15%
20%
25%
30%
35%
Don'tknow we
don'tmeasure
it
Don'tknow,but we
definitelyplan to
measureit
Between0 - 10%
Between11-20%
Between21-30%
Between31-40%
Between41-50%
Over 50%
In view of continuously rising investments in the switch to digital, these findings are
cause for concern
Together with findings about analytics
Adoption rate flatcompared to 2011 (79% )
Only 7% of budget(otherwise thinly spread)
Only 34% planning to
invest more
this evolution is alarming
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
don't agree atall
don't agree neutral agree Agreeentirely
2011 2013
0%
5%
10%
15%
20%
25%
30%
35%
Don'tknow we
don'tmeasure
it
Don'tknow,but we
definitelyplan to
measureit
Between0 - 10%
Between11-20%
Between21-30%
Between31-40%
Between41-50%
Over 50%
‘What percentage of total revenue can you attribute to digital marketing?’
‘It is difficult to determine the ROI of my digital marketing efforts’
INVESTMENTS IN PEOPLE & KNOWLEDGE
0%
5%
10%
15%
20%
25%
outsource reasons 2011 outsource reasons 2013
What are the main reasons why you call upon external parties for your digital marketing activities? (max 3 answers)
Although ‘knowledge reasons’ remain important reasons to call upon external parties, companies seem to have caught up
with regard to their knowledge in the past 2 years
What are the main reasons why you call upon external parties for your digital marketing activities? (max 3 answers)
0%
5%
10%
15%
20%
25%
outsource reasons 2011 outsource reasons 2013
What are the main reasons why you call upon external parties for your digital marketing activities? (max 3 answers)
‘Practical reasons’ are becoming more important to call upon external parties
0%
5%
10%
15%
20%
25%
outsource reasons 2011 outsource reasons 2013
Divide budget of 100€over the following domains(new question in 2013 survey)
0%
5%
10%
15%
20%
25%
30%
35%
40%
Technology New people Developing the skillsof people who arealready in house
Outside agencies
Allocate budget of 100 € in following domains
Divide budget of 100€over the following domains(new question in 2013 survey)
56% of budgets go to the company’s own people:Hopefully, this will help to solve the ROI- and attribution problems
0%
5%
10%
15%
20%
25%
30%
35%
40%
Technology New people Developing the skillsof people who arealready in house
Outside agencies
Allocate budget of 100 € in following domains