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Digital Marketing Trends 2015Tools and techniques to grow your businessDr Dave Chaffey. SmartInsights.com

Presented at the Smart Insights Digital Impact Conference, September 2014

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What does the

futureholdfor

digitalmarketer

s?

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Results from 600+ votes in our 2015 trends poll – thanks if you took part!

See post 2015 Digital Marketing trends for discussion of 30 digital marketing tools

6Source: Ogilvy, TNS and Google Path to Purpose July 2014

ContentMarketing

ContentMarketing

ContentMarketing

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Digital Natives − Gen C are now mainstream

Source: Infomentum: Generation C. June 2014

Generation C’s members are ‘digital

natives’ who are always connected,

communicating, computerised,

community-orientated and always clicking.

In general, they are realists and materialists

as well as being culturally liberal, politically

progressive and upwardly mobile.

They own a plethora of devices including

smartphones, tablets, laptops and smartTVs

which are regularly updated and replaced.

Our research found that two thirds purchase

a new gadget every year, with nearly 80%

admitting to buying the latest model even

when the old one still works.https://www.youtube.com/watch?v=-4eZjhzFw8c

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How will technology support marketing in 2015?

Source: Smart Insights Gartner Hype Cycle review

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~950 companies

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Marketing Backbone Platforms

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Marketing Backbone Platforms

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#1 Content curation

Global content marketingat Unilever:

$10m in savings withPercolate pilot

Source: Percolate Unilever case study

Example services: Percolate Curata Kapost

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#2: Content recommendation personalisation, retargeting and effectiveness review

Example services: Idio

Monetate Demandbase

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#3: Content distribution

Example services: Hootsuite Sendible Oktopost

GaggleAmp

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#4: Integrated SEO, Content and Social media management?

Example services: Moz

RavenTools AnalyticsSEO

Source: Analytics SEO

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#5: API service integration and Hubs

Example services: Marketo Act-on

Salesforce/Exact Target

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Understanding consumer preferences and behaviours in 2015

The continued rise of the YouTuber

Source: Channel Page video Broker

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Source: Ogilvy, TNS and Google Path to Purpose July 2014

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Location: Published / Surveyed: Sample: Source:

Original source:

Global Q1 2014 Global users from Site catalyst tagged sites

Adobe

Social referral % from social networks by sector

Adobe Social Intelligence reportFrom Smart Insights Marketing Statistics compilation Q2 2014

New

A social media backlash in 2015?

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#6: User Engagement and value optimisation

Example services: Kissmetrics Mixpanel

Ecommera

Engagement analysis: Individual user: Kissmetrics

Cohort analysis: Groups of users: Kissmetrics

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n Searches% Brand

ReachAwarenessand visits

Uniquevisitors

Bouncerate

Revenueper visit

Page views/visit

ActInteractionand leads

nLeads%

Conversion to lead

Goal value

per visit

Average order value

ConvertSales and

profitnSales

% Conversion

to saleSales value

n Brandmentions

EngageLoyalty and

advocacy

% active customers

% Customerconversion

% existing

sales value

Building intelligence into analyticsE.G. RACE dashboard KPIs

Volume Quality Value

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Coming soon – the Smart Insights RACE Digital Marketing Dashboard

#7: Actionable Analytics and intelligence

Example services: GA Intelligence

Quill Engage Smart Insights

Source: SmartInsights.com

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#8: From Conversion Optimization to Experience Optimization

Example CRO testing services:

Unbounce Optimizely

Visual WebsiteOptimizer

Example ExperienceManagement services: Adobe Experience

Manager EPiServer Sitecore

Source: Boston Consulting Group

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#9: Digital Channel Sales Optimisation

Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014

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Example services: Google Glass Apple Watch Facebook Rift

#10: Wearables, Augmented and Virtual reality

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81% of large organizations have the equivalent of a chief marketing

technologist

Source: Gartner - HBR July-August 2014

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81% of large organizations have the equivalent of a chief marketing

technologist

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Thank you All the best for your journey

in 2015!

Source: 7 Steps to Digital Transformation Infographic