2011 digital trends webinar presentation

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  • 1.7 Digital Trends for 2011 Hashtag for Twitter: #econtrendsAshley Friedlein, CEO @ashleyfriedlein Linus Gregoriadis,Research Director (UK) @linusgreg Stefan Tornquist Research Director (US) @MarketingStefan

2. Source: http://www.flickr.com/lwrJoined-up marketing 3. #Trend 1 Joined-up marketing ... still the Holy Grail

  • Marketers try to get to grips with complexity of marketing landscape
  • Implications for budgets and planning
  • Renaissance of old media

4. Source: Boston Consulting Group Report The CMOs Imperative: Tackling New Digital Realities http://www.bcg.com/documents/file66995.pdf 5. Jump 2011 ... 12th October 2011 http://econsultancy.com/events/jump-2011 6. Organisational change Source: http://www.flickr.com/thetruthabout 7. Impact of Digital on different business functionsHow would you describe the ongoing impact of digital on the following areas of your organisation? Source: Econsultancy / BlueLatitude Report:The Impact of Digital Beyond Sales and Marketing http://econsultancy.com/reports/impact-of-digital 8.

  • Impact of digital beyond sales and marketing
  • New paradigm for organisational framework
  • On-going dissolution of silos
  • Social 'becomes part of job description not job title'

#Trend 2 Organisational structures, teams and infrastructure 9. 10. Social media businessSource: http://www.flickr.com/horiavarlan 11. #Trend 3 Social Media Business

  • Online customer service through social media becomes key conversion rate optimisation tool
  • Social permeates commerce (e.g. F-commerce)


  • 51%of companies usesocial networks for customer support improvement, up from36%last year.
  • Source:
  • Econsultancy / cScape 2011 Customer Engagement Report

13. Source: http://www.flickr.com/lwr Content as marketing 14. #Trend 4Content as marketing ... the King is back

  • Content marketing strategy more important than ever
  • Bought media to earned media
  • Video, apps, tools etc.
  • Content creation and curation

15. Source: http://www.flickr.com/lwr Data is the new oil 16.

  • Metadata as important as ever
  • Attribution modelling
  • Online to inform offline
  • Social CRM
  • Retargeting
  • Sentiment analysis
  • APIs, semantic and Web 3.0

#Trend 5Data is the new oil ... Lets work on refining it 17. Case study: Tealeaf

  • Netflights use Tealeaf to capture what customers are doing in real-time.
  • Customer journey insights are passed to the contact centre so Netflights agents can proactively help those in need of assistance.
  • The outbound call centre team now delivers more revenue per hour than any other part of the business.

18. Source: http://www.flickr.com/thunderpants Continued comeback of display advertising 19.

  • Display engine marketing
  • DSPs and SSPs
  • Real-time bidding and exchange

#Trend 6Continued comeback of display advertising Relevant reports Online Media Report:http://econsultancy.com/reports/online-media-report Coming soon:DSPs Buyers Guide 2011 20. Source: http://www.flickr.com/pietroizzo Localisation 21. #Trend 7Localisation

  • Increased Google focus on local
  • Facebook Places, Foursquare, Gowalla etc.

22. Case study: Hiscox

  • Hiscox partnered with JiWire to serve prospects with targeted insurance adverts.
  • Targeting was concentrated on those hotspots regularly used by prospects on the move, such as hotels, coffee shops and airports.
  • JiWire has launched Compass,which provides mobile app and public Wi-Fi users with interactive location-related ads.

23. Other trends

  • Connected TV
  • Tablets and smartphones
  • Gamification

24. Resources

  • 17 digital marketing trends for 2011, by Econsultancy CEO Ashley Friedlein
  • http://econsultancy.com/blog/7014-digital-marketing-trends-2011-by-econsultancy-ceo-ashley-friedlein
  • Customer Engagement Report 2011
  • http://econsultancy.com/reports/customer-engagement-report
  • Online Media Report
  • http://econsultancy.com/reports/online-media-report
  • Econsultancy Trends Briefings
  • http://econsultancy.com/reports/briefings
  • The Innovation Report
  • http://econsultancy.com/reports/innovation-report
  • 10 digital predictions for 2011
  • http://econsultancy.com/blog/7008-10-ideas-for-twenty-eleven