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20 September 2013

If geeks are to inherit the earth, maybe us marketers should know how to deal with them

Have you also noticed how ICT guys are increasingly dictating your agenda? How everything seemed well on track (e.g. great idea for new product, enthusiast feedback from potential customers, strong business case and green light from the board), until someone raised the fateful question: “are the ICT mandays budgeted?”
19 August 2013

In search of some peace and quiet, digital detoxication and the business of silence

An always-on mentality, omnipresent bits and bytes and a constant mental rush-hour. In these times of virtual noise we are living not only an economic recession, but also an attention crisis. The switch from analogue to digital reorganized and radically disturbed the hustle and bustle of everyday life. This change goes inevitably hand in hand with a reactionary movement.
10 July 2013

Should we reduce marketing budgets to survive this bloody crisis?

We are all confronted with this bloody crisis. Recent studies and figures prove that signs of recession are all around us. According to Unizo the number of starters decreased by 12% during Q1 2013 compared to the same period last year. Moreover Graydon estimates that the number of bankruptcies increased by more than 16% during Q1 2013 compared to Q1 2012, which of course leads to more unemployment. We are still facing tough times. That’s clear.
21 May 2013

Marketers should not only look at the past, but also at the present and the future

Last year I heard several times that marketers would not be business minded enough. Well, I am happy to see in the YMS 2013 results that 67% believes that they can prove their added value by aligning business and marketing objectives. Yes, we are on the right track, I hear you think?
7 May 2013

Marketing: A balancing act between magicians and scientists

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.
23 April 2013

The customer journey allows focus in a complex marketing reality

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.
16 April 2013

"It's not the customer's job to know what they want" (Steve Jobs)

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.
9 April 2013

Start your innovations from your inner strengths

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.
4 April 2013

Are marketers tired of marketing?

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.
2 April 2013

Stand by your brand?

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?
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