digital marketing trends 2015
TRANSCRIPT
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Digital Marketing Trends 2015
Tools and techniques to grow your business
Dr Dave Chaffey. SmartInsights.com
Presented at the Smart Insights Digital Impact Conference, September 2014
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What
does
the
future
hold
for
digital
marketers?
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4
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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
Content
Marketing
Content
Marketing
Content
Marketing
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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 marketing
at Unilever:
$10m in savings with
Percolate 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 sitesAdobe
Social referral % from social networks by sector
Adobe Social Intelligence report
From 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
ReachAwareness
and visits
Unique
visitorsBounce
rate
Revenue
per visit
Page views/
visit
ActInteraction
and leads
nLeads%
Conversion
to lead
Goal value
per visit
Average
order value
ConvertSales and
profit
nSales%
Conversion
to sale
Sales
value
n Brand
mentions
EngageLoyalty and
advocacy
% active
customers% Customer
conversion
% existing
sales value
Building intelligence into analytics
E.G. RACE dashboard KPIsVolume 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 Website
Optimizer
Example Experience
Management 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