1
MARKETINGSENTIMENT
SURVEY
2019
26.02.2019
2
Box
Line
Methodology
Box
Box
Box
SAMPLE
218 Marketing Decision Makers – defined as those who ‘participate in or influence business decisions relating to marketing for their company’.
DETAILS
Sample sourced from MediaCom’s database and the Marketing Institute’s database.
TIMING
Fieldwork for the survey was conducted 16th January – 11th February 2019.
33
Our marketing panellists
Marketing Sentiment Survey 2019
Lorraine Walsh
Head of Marketing
Laya Healthcare
Eoghan Crawford
Marketing Director
Mars Ireland
Richard Molloy
Head of Marketing & Product
Audi Ireland
44
#marketing2019
Marketing Sentiment Survey 2019
55 #marketing2019
Today’s agenda
01Marketing priorities in 2019 for Irish businesses
02Marketing investment in 2019
03Factors affecting marketing investment
04Marketing skills & expertise in the Irish marketplace.
66 #marketing2019
Marketing
priorities
in 2019
77 #marketing2019
Marketing priorities for the year ahead
Increasing brand awareness remains the No.1 priority for Irish marketers.
43%49% 53%
2017 2018 2019
88 #marketing2019
The top 3 marketing priorities in 2019
53% 52%
47% 46%44% 44%
41%38%
36%
32%30%
25%
Increasing
Brand
Awareness
Improving
Brand Position
Improving
Sales
Conversion
Increased
Penetration
Customer
Retention
Increased
Loyalty
Upselling to
Current
Customers
Innovation Expanding
into New
Markets
Countering
the
Competition
Expanding
sales channels
(incl. e-
commerce)
Strategic Use
of Customer
Data
99
8%
14%
25%
#marketing2019
There has been significant growth behind the use of customer data in Irish marketing
2017 2018 2019
1010 #marketing2019
Responsibility for signing off the marketing budget
Head of Sales
4%
Other
2%
CEO / Managing Director / Owner
CFO / Finance Director
60%21%
CMO / Marketing Director
13%
Who has the responsibility for signing off the Marketing Budget
1111 #marketing2019
Annual Revenue spent on Marketing
14%
9%
20%
57%
13%
8%
19%
60%
Over 15%
11-15%
6-10%
0-5%
2019 2018
8%Average % of Revenue
spent on Marketing
by Irish companies
1212 #marketing2019
Irish investment in marketing continues to lag other markets
7%8% 8%
11% 11%12%
2017 2018 2019
Ireland UK
1313 #marketing2019
Marketing
investment
in 2019
1414 #marketing2019
A significant number of Irish marketers are planning on spending more in 2019
29%
64%
7%
37%
56%
7%
45% 45%
10%
Spend More Spend the Same Spend Less
2017 2018 2019
1515 #marketing2019
45%64%
55%
1616 #marketing2019
Line
Ireland has a relatively low level of investment in advertising
0.7%
4.8%
2.7%
Forecasted growth in
advertising spend in 2019
0.23
0.97
0.57
Advertising spend as a share
of GDP in 2019
€165
€382
€233
Advertising spend-per-
capita in 2019
1717
2%
3%
4%
8%
9%
13%
14%
16%
18%
18%
19%
19%
24%
26%
32%
32%
33%
33%
39%
45%
Shopper Marketing
Retailers
CSR
Price Promotions / Sampling
Direct to Consumer
Increased Headcount in the Marketing team
Customer Loyalty
Measurement (campaign and/or channel)
Experiential Marketing / Event Management
Sponsorship
CX (Customer Experience)
Marketing Technology (MarTech)
Data Analytics
Market Research
PR & Communications
Direct Marketing (including email)
e-Commerce
Advertising
Brand Redesign / Refresh / Positioning
Website
#marketing2019
The sheer extensiveness of what marketing now covers is demonstrated by the varied nature of spend across 2019
1818
4%
7%
11%
12%
14%
16%
19%
20%
23%
37%
50%
53%
56%
Cinema
Magazines
Owned Media
TV
Radio
Influencer / Blogger Marketing
Out of Home / Posters
News Publishers (Print and Digital)
Online Display Ads (incl. Programmatic)
Content Marketing (incl. Podcasts)
Online Search (SEO/ PPC)
Digital Video
Social Media
#marketing2019
35% of marketers are planning to increase their spend in advertising, with News Brands, Out-of-Home and Digital being the big winners
1919 #marketing2019
Personalisation /
Dynamic Messaging
Further areas that marketers are investing in 2019
26%A.I. / A.L.
13% Voice Search
14%Wearables
1% 8%A.R. / V.R.
2020 #marketing2019
Role of the
CMO
Key themes of panel discussion:
• Represent the customer within the
business.
• Build the right team.
• Put in place the right measurement to
prove marketing’s effectiveness as a
business investment.
• Look for innovation.
2121 #marketing2019
Factors affecting
marketing
investment
2222 #marketing2019
What are the key factors that affecting those planning on spending less in 2019
3%
5%
5%
5%
7%
14%
Company Size
Economic factors (market confidence, currency
fluctuation)
Reduced global marketing spend
Increased pressure from retailers
Lack of Return on Investment (RoI) evidence
Business factors (budget cuts, reduced output)
Note : Rounding off a low base
2323 #marketing2019
Marketing plans affected by Brexit in 2019
6%
31%
37%
55%
8% 7%
1%
Very Negative Somewhat
Negative
Any Negative Neither Any Positive Somewhat
Positive
Very Positive
2424 #marketing2019
Brexit wasn’t as bad as we thought it would be in 2018
29%
61%
10%
20%
71%
9%
Any Negative Neither Any Positive
Predicted Impact of Brexit in 2018 Actual Impact of Brexit in 2018
2525 #marketing2019
Marketing
skills &
expertise
2626 #marketing2019
Currently experiencing
a shortage of
marketing skills
Not currently
experiencincing a
shortage of
marketing skills
The availability of marketing
skills and expertise
Line
44%
56%
2727 #marketing2019
The areas where marketers are experiencing skills shortages
1%
1%
4%
4%
6%
7%
7%
8%
8%
8%
10%
10%
10%
11%
12%
13%
15%
15%
16%
18%
19%
21%
27%
Service Levels / Stock Levels
Budget Management
Campaign Management
Benchmarking
Privacy
Commerce / eCommerce
Omni-Channel Marketing
In-Store / Shopper
Marketing Basics
PR / CSR
Consumer Insights
Market Research
Video
Creativity
Performance Marketing (Inbound and…
Personalisation / Dynamic messaging (incl.…
SEO / SEM
Artificial Intelligence / Machine Learning
Social Media / Content Marketing
Marketing Effectiveness Measurement
Strategy
UX / Web Management
Data Management / Data Analysis / Data…
2828 #marketing2019
How marketers are planning to close any gaps in experience
14%
1%
4%
4%
24%
25%
35%
43%
Other (please specify)
Government Sponsored Programmes
Graduate Programmes
Collaboration with Education courses
Outsourcing
Restructure of team
Recruitment
Training
2929 #marketing2019
Skills& Expertise
Key themes of panel discussion:
• Talent and team development is a
long-term investment.
• Acknowledge that this can take time.
• Develop commercial skills within the
marketing team.
• Marketing must compete with other
industries to attract the best talent.
3030 #marketing2019
Proving marketing
effectivenessKey themes of panel discussion:
• Proper measurement leads to better results.
• Based on clear understanding of the objectives and strategic priorities.
• More of Irish marketing budgets should be spent on this area.
• It is important to grow the category, as well as a brand’s share of that market.
3131 #marketing2019
“The purpose of business is to create a customer,
the business enterprise has two – and only two –
basic functions: marketing and innovation.”Peter Drucker
32
MARKETINGSENTIMENT
SURVEY
2019