Yearly Marketing Survey 2013

Dear Marketeer,

Introduction about 10 years + incentive......

What will be your top 3 marketing challenges in 2013? (Indicate your top 3, 1 being the highest)

1. Build customer loyalty
2. Integrate better the online and offline communication
3. Bring successful innovation to your customers
4. Prove the added value of the marketing efforts
5. Be relevant for the customer

What will be your top 3 tactics to tackle challenge 1: "Build customer loyalty"?
(Indicate your top 3, 1 being the highest)

Refine your segmentation
Focus on customers with the highest CLTV
Analyze the customer needs to define loyalty drivers
Personalize your communication
Improve customer experience
Make products & services more relevant
Reward customer loyalty via incentives, gifts, events, …
Create a dialogue with the customer
Review your pricing strategy (stable pricing)
Involve customers in marketing projects
Invest in your employees (training, motivation, rewarding, …)

Others, please specifiy:

What will be your top 3 tactics to tackle challenge 2: "Integrate better your online & offline communication".
(Indicate your top 3, 1 being the highest)

Understand better the complete customer journey (experience)
Improve your understanding of the impact of online activities on sales compared to offline activities
Integrate on- and offline customer intelligence (data) to make better decisions
Improve your understanding of the performance & characteristics of various online & offline media, channels & tactics
Focus on brand consistency across all touch points
Define the ideal communication mix (channels,media) per campaign
Develope a cross-channel measurement framework
Organizational integration of on- and offline communication departments

Others, please specify:

What will be your top 3 tactics to tackle challenge 3: "Bring successful innovation to your customers"
(Indicate your top 3, 1 being the highest)

Monitor market trends & competition
Analyze & interpret customer insights
Act on intuition
Improve the use of market research results
Involve the brand fans
Seek input from external partners
Set-up internal processes to stimulate idea generation
Develop creative skills
Set-up rigorous internal idea-to-market process
Reward idea generation
Develop project management skills

Others, please specify:

What will be your top 3 tactics to tackle challenge 4: "Prove the added value of the marketing efforts."
(Indicate your top 3, 1 beging the highest)

Set clear & measurable KPI’s
Collect/monitor the right data
Create a dashboard
Create actionable business insights
Implement learnings from former marketing actions
Keep track of history of marketing actions
Attract people with strong analytical skills
Align business & marketing objectives
Invest in top-level software
Develop analytical skills
Implement systematic risk or scenario analysis
Focus on internal PR of marketing results
Correlate brand equity with business parameters

Others, please specify: