Copyright © Econsultancy

Marketing Trends in the Connected Mobile Age

Thursday, June 5th 2014

Andrew Warren-Payne

Senior Research Analyst

@agwp

2

Context

Budgets

Exciting Frontiers

3

Context

Budgets

Exciting Frontiers

4

1994

5

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

8

9

Photo credit: wikimedia.org

88% of consumers research online before buying offline

Source: digitaslbi.com/connectedcommerce2014

10

11

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

12

13

Context

Budgets

Exciting Frontiers

8 April 2023 14

Photo credit: angelocesare on flickr

Budgets Up

15

60% increasing overall marketing budgets.

16

60% increasing overall marketing budgets.

71% increasing digital marketing budgets.

17

Mixingbudgets

18

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

49%

19

Paid

EarnedOwned

20

Context

Budgets

Exciting Frontiers

21

Areas of Excitement

22

20%

18%

15%

Most exciting opportunity

Customer Experience

Mobile

Content Marketing

Customer Experience

23

24Source: Pine & Gilmore, Harvard Business Review

25

“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

26

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

27

Flagship store is “website brought to life”

28

Video-link appointments: in-store and at home

29

Audi City Digital Showroom

30

Showrooms go social

31

Sensual virtual experiences

32

33

Multichannel customers are your VIPs

34

Mobile

35

Called a business after searching.

81%

36

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

42

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

45

Paid

EarnedOwned

46

Native Advertising

Shoppable video

47

Editorially-crafted Experiences

48

49

Agile Marketing

Agility

50

51

52