1. the reference
the internet company
Website Traffic Social Mobile
REFERENCE
E-mail marketing
Social monitoring
Social presence
Classic website
Mobile games
Web analytics
E-commerce
Mobile apps
DATA 2012
Mobile sites
Mobile ads
Bannering
Social ads
SEO
SEA
11% 3% 7% 5% 12% 11% 4% 18% 6%
ADOPTION DEGREE 1% 22% 19% 25% 25%
11% 19% 26% 36% 19%
35% 32% 26% 32% 35% 53% 4%
99% 93% 88% 17% 64% 62% 86% 76% 64% 77%
43% 42% 49% 38%
done 12%
considering
no interest
CURRENT ADOPTION
Most Belgian companies focus on establishing a web presence and generating traffic through e-mail marketing,
22% search engine marketing and their social hubs. 7 out of 10 Belgian companies are currently present on social media.
WHAT ABOUT
62%
12%
budget spent 11% 11%
No data
8%
6% 6% 5%
% of that budget 45%
44% 4% 5% 4% 3% 1% 30%
37% 21% 48% 27% 30%
being outsourced 10% 20% 35% 41%
MOBILE INSIGHT
Mobile is a relatively unknown territory for most Belgian companies, but times are changing: is considering optimizing
their website for mobile devices. 23% of large companies (250+) already have a mobile optimized website.
49%
No data
No data
No data
No data
DEGREE
SATISFACTION INSIGHT
Belgian players have mixed feelings towards their digital marketing initiatives. 45%
is struggling with determining the ROI and getting insights
out of their data. Some initiatives such as social or web analytics are still managed in-house, but employees often lack expert knowledge.
SPENDING MORE +42%
+31%
+45% +39%
+46%
+39%
+25% +9%
IN 2012? +17% +23% +19% +4%
-4%
-30%
ONLINE SHARE OF TOTAL MARKETING BUDGET
97%
On average 20% of the marketing budget is spent on digital marketing. Small companies get up to 35% and the bigger companies only to 18%
WHICH CHANNEL 94% 89%
81% 78% 78% 75%
67% 67% 74%
56% 58%
55%
50% 52%
35% 36% 36%
B2B
22% 17% 6%
17% 19% 6%
B2C 10% 10% 2% 0%
100%
95% 84%
79%
94% 85% 74% 72%
70% 69%
65% 80% 74%
70% 61%
56%
65% 56% 56% 47%
small 1-50 50%
52% 43%
26% 29% 26% 61% 28%
23%
medium 51-250 27% 27% 16% 14% 16%
21%
6%
large 250+ 3% 3% 0% 1% 0%5%
EVOLUTION OF DIGITAL MARKETING BUDGETS OUTSOURCING INSIGHT
160K To gain these extra skills and knowledge,
82% of Belgian companies outsource a part of their digital
82%
150K Digital marketing budget 2010
140K Budget growth 2011 marketing activities. Companies experienced in digital marketing
Budget growth 2012 still rely on 3rd parties to remain up to date with the latest trends
130K
120K
and to tap into fresh ideas.
110K
100K
90K
80K Do you want to build or improve your website or mobile application? Do you need assistance
70K in defining your (online) marketing strategy or campaign? Do you want to improve the
60K
performance of your online business? The Reference-team will be glad to help you with
our expert knowledge in a wide range of internet marketing services. As a full service
50K
Web company, this even includes working by your side, in your company.
40K
30K The experts from our E-BEACON
team can reinforce your team on a strategic level but
20K they can also perform some of your operational tasks when things get too busy.
10K Feel free to contact us for more information: info@reference.be or +32 (0)9 234 05 36.
0
All B2C B2B Other Small Medium Large
companies (1-50) (51-250) (250+)
www.reference.be