marketing trends in the connected mobile age

Copyright © Econsultancy

Marketing Trends in the Connected Mobile Age

Thursday, June 5th 2014

Andrew Warren-Payne

Senior Research Analyst

@agwp

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Context

Budgets

Exciting Frontiers

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Context

Budgets

Exciting Frontiers

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1994

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1994

2014 >$1.5 trillion spent online

8 April 2023 6

2007

7

75% smartphone penetration by end

of 2014. Source: IAB

“On 4 December this year more than 50% of searches will be on mobile devices”Google

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Photo credit: wikimedia.org

88% of consumers research online before buying offline

Source: digitaslbi.com/connectedcommerce2014

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“By 2020, 75% of companies on the S&P 500 index will be those we didn’t know about in 2012.”Richard Foster, Yale

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Context

Budgets

Exciting Frontiers

8 April 2023 14

Photo credit: angelocesare on flickr

Budgets Up

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60% increasing overall marketing budgets.

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60% increasing overall marketing budgets.

71% increasing digital marketing budgets.

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Mixingbudgets

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Little distinction between ‘digital’ and ‘traditional’ marketing budgets

49%

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Paid

EarnedOwned

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Context

Budgets

Exciting Frontiers

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Areas of Excitement

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20%

18%

15%

Most exciting opportunity

Customer Experience

Mobile

Content Marketing

Customer Experience

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24Source: Pine & Gilmore, Harvard Business Review

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“Proactively delighting customers earns trust, which earns more business from those customers, even in new business arenas.”

Jeff Bezos, Amazon

MOBILE

SOCIAL

PHYSICAL

Burberry: Anyway, Anywhere

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“Online, offline, it’s gotta be the same”Angela Ahrendts, CEO, Burberry

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Flagship store is “website brought to life”

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Video-link appointments: in-store and at home

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Audi City Digital Showroom

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Showrooms go social

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Sensual virtual experiences

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Multichannel customers are your VIPs

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Mobile

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Called a business after searching.

81%

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Visited in person.

40%

37

2017

Death of desktop.

Mobile as a strategic media channel

38

Mobile as in-store connector

39

Mobile as a Customer Experience Technology

40

8 April 2023 41

Source: loc.gov

Content Marketing

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Search volumes for ‘content marketing’

8 April 2023 43

Source: loc.gov

74% increasing content

marketing budgets

8 April 2023 44

Source: loc.gov

55% focusing on earned

media.

74% increasing content

marketing budgets

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Paid

EarnedOwned

46

Native Advertising

Shoppable video

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Editorially-crafted Experiences

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Agile Marketing

Agility

50

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