The blog

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.

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.

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.

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.

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.

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?

Commoditization… A word that we often encounter these days… But how to escape this commoditization trap and while doing so trying to remain profitable. I had to tackle this question already myself when being product manager of mobile modem, in fierce competition with Chinese brands. I’ll not elaborate on that case, but take as example the “video disc” player market.

“The drift from art to science has eclipsed the magic that made marketing so marvelous…” …is typically the type of newsletter header that makes me click on the link and read through the entire article. This one was published last October by Marc Mathieu (SVP Marketing at Unilever)[1]. His point is that we’ve tried so hard to make marketing predictable that we’ve lost the magic that makes it unique. He calls on marketers to find the right balance between magic and logic to conjure exceptional experiences that build brand love time and time again.

We find more and more examples of TV shows with a ‘second screen’ element (for instance, you can quiz along with het Spiegelpaleis on www.een.be/nu. But you can also have as a Channel a mobile app to let the customers interact with your programs, like vier/vijf has it’s ‘Tweede Scherm’.

Once upon a time there was a local family business, called bakery Vanhelden. For more than 100 years, generation after generation, the business values were quality, tradition and authenticity. My father, the last baker’s generation, added an extra value: simplicity. Being brought up in the spirit of these values, I listened fascinated to the discours of Alain Coumont, founder of Le Pain Quotidien, at the STIMA congress 2012. A story about choices … The choice for the customer. Alain Coumont started off with a very concise offering: only 2 kinds of bread and 3 types of sweet patisserie. But he made a shift from a small offering towards an abundance of choice. I asked myself two questions. First of all, doesn’t the stress of choice, that comes along with the offer, conflict with the general business ambition to de-stress his clients? Secondly and most importantly, isn’t less more?