2012 marketing trends: where traditional meets digital
DESCRIPTION
E-scape Interactive and Orchard PR explore some of the key challenges and opportunities facing marketeers and business owners in 2012. As marketers, we face unprecedented challenges. The communication landscape has changed for good. No longer can we rely on one or two methods to reach, engage and motivate our audiences. We have to generate meaningful messages and content, that work across multiple platforms – from print to computer, tablet to mobile device – and reach our target without getting filtered out in the process.TRANSCRIPT
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1. Money 2. Mindset 3. Message 4. Methodology 5. Measurement
New Rules of Marketing in 2012
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> Tight budget? > More bang for your buck! > Results led campaigns
Money
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Mindset
Trudging into 2012 Value re-boot
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Booming Boomers
Influential Gen Zs
Peeved Millenials
Well-adjusted Gen X
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Frugal Fatigue
Spending again Looking for value
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Polarised Spending Cheap Treats
Nail Polish up 54% globally Luxe Shoppers
Still shopping, prudently
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Trading-In Unlocking the value of past purchases Trading-in is the new shop-till-you-drop
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A Break from always-on
Disconnect to reconnect A return to the physical
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All things military
Keep calm and carry on Preparing for survival
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DIY Health
Health monitoring 13,000 health apps by end 2012 Healthy vending Responding to legislation
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Message &
Methodology
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Communication Explosion
Every two days, people generate as much informa8on as was created from the dawn of civilisa8on up un8l 2003 Eric Schmidt – Google Execu8ve Chairman
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Booking Form
Landing page
(website)
GOAL
Call centre
Seminar
Radio ad
Poster Mobile App
Video
QR code
Youtube
Google +
Print ad
TV
PR Events
Exhibition POS
Direct mail
Blog
White paper
Infographics
Newsletter
Brochure
Flyer
Article
Case studies
Testimonials
Webinar
Mobile Ad
SEO
Paid search
Affiliate marketing
Podcast
Gamification
Augmented reality
Retail outlet
Display Ads
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Communication Trends 1. Fully integrated 2. Going mobile 3. Social media 4. Social search 5. The power of content 6. Video 7. Pay per click 8. Conversion rate op8misa8on
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Fully integrated
Mul%-‐channel
Personalisa%on
Consistency Online/Offline
Convergence
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Online/Offline optimisation > Product research now a digital activity.
> Online influences offline and visa versa
> Optimisation criteria
> Trend towards offline stores being used more as showrooms
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Fully integrated
Mul%-‐channel
Personalisa%on
Consistency Online/Offline
Convergence
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Going mobile
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Going mobile
12.59% 58%
5bn 500%
½ 250 million
91% 79%
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Going mobile > Browsing and buying
> Mobile commerce
> Mobile advertising
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Going mobile Point and know technology – QR codes
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Going mobile 1. Design 2. Speed 3. Content
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Social media
Source: B2B Content Marketing: 2012 Benchmarks, Budgets & Trends 0% 10% 20% 30% 40% 50% 60% 70% 80%
TwiOer LinkedIn Facebook YouTube
SlideShare Google+
Flickr None
% of marketers who use various social media sites to distribute content
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SEO & social search
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SEO & social search
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SEO & social search
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SEO & social search
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SEO & social search
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SEO & social search
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SEO & social search
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SEO & social search
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SEO & social search
> Lower cost per click
> Higher positions on Google
> Brand protection
> Segmentation within Circles - CRM
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The Power of Content
‘Content marke%ng is the crea%on and distribu%on of educa%onal and/or compelling content in mul%ple formats to a@ract and/or retain customers’ Content Marke+ng Ins+tute
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Blogging
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White Papers
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Infographics
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E-Newsletters
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Case Studies & Testimonials
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Research Reports
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Webinars & Virtual Events
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Podcasts
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Presentations & Slideshows
♯trendaware
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Video Becomes Mainstream
Growth Content Length DIY Climbing the wall
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Add Value with Video
Keep it simple but informa8ve Don’t buy expensive kit Use a tripod and microphone Use own staff Enrich communica8ons News not corporate
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Pay Per Click Advertising
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Pay Per Click Advertising
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Conversion rate optimisation
Advertising Website GOAL Traffic
CRO
Convert
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Conversion rate optimisation The Math of CRO
Spend Clicks/
Visits Conversion Rate
Sales CPA
Month #1 £1,000 1,000 1% 10 £100
Month #2 £2,000 2,000 1% 20 £100
Month #3 £3,000 3,000 1% 30 £100
Total Spend = £6,000 for 60 sales
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Conversion rate optimisation Adding CRO
Total Spend = £5,600 for 95 sales
Spend Clicks/Visits
CRO Conversion Rate
Sales CPA
Month #1 £1,000 1,000 £200 1.5% 15 £80
Month #2 £1,000 1,000 £200 2% 20 £60
Month #3 £3,000 3,000 £200 2% 60 £53
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Measurement
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Measurement