Briefing

Digital Marketing Trends 2014

Download: http://bit.ly/smarttrends #marketingtrends2014

Dr Dave Chaffey SmartInsights.com

Trends Briefing

About Dave Chaffey

Books
Online advice and consulting
www.smartinsights.com

About Dave Chaffey A professional trainer in E-marketing since 1997 Author of 5 bestselling marketing books now in their 4th and 5th edition Manages SmartInsights.com a marketing advice site with paid members in over 50 countries Insights Director at agency ClickThrough Marketing
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Share your ideas on innovation in marketing to win!

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22 Trends and recommendations structured around RACE Planning

http://bit.ly/smartgraphics

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 PLAN

Trend 1: Defining Future vision of Modern or Integrated Marketing

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2011
1. Digital marketing is Marketing 2. You need a strategy 3. Measurement and optimisation to improve commercial results are the foundation 4. Joined-up customer-centred marketing is essential 5. Keep communications human 6. Be agile 7. Inbound marketing trumps outbound marketing 8. Engagement is the real challenge 9. Think Global, Act Local 10. Markets are conversations

2013
1. Strategy 2. Commercial 3. Customer Experience 4. Integration 5. Brand 6. Data 7. Personalisation 8. Technology 9. Content 10. Social 11. Character

PLAN

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 PLAN
Recommendation: Create a Success Map for Digital Marketing Define what is core to your Vision

Example of Ishikawa or Fishbone diagram Growth Hacking post

Trend 2: Managing performance drivers through growth hacking

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 PLAN

Source: Richard Sedley

http://bit.ly/smartpersonas

Trend 3: CXM: Investment in Marketing Personas and touchpoint mapping

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 PLAN

Audience use of digital and social media > Personas

Commercial goals > Customer engagement > OVP > Marketing Mix

Branded Content Marketing Strategy

Integrated Marketing Communications Strategy

Integrated Digital platform tactics and tools

OVP = Online Value Proposition = Brand Adding Value to Audience Help me do my job / live my life Help me develop / learn Help Make me look good Help Entertain Me! Help me Select and Use Products

Trend 4: Investment in Brand OVP/YouTility

http://bit.ly/smartovp
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Improving Reach

Key Trends Increased micro-targeting options Mobile targeting Engagement through Visual Apps Quality SEO signals
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 REACH

Selecting the best communications mix

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 REACH

Q. Which media work best for you?

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 REACH
Investment (resource needed)

AdWords

Influencer PR
FBX Retargeting Media related PR Facebook Promoted Posts AdWords Remarketing

Facebook custom audiences Sponsored Tweets SEO

Integrated engagement campaigns

Vertical niche campaigns

Social amplification Instagram

Blog marketing

Effectiveness (potential sales volume)

Trend 5: Increased in paid, owned, earned media targeting

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 REACH

Recommendation:
Use Googles Multichannel Funnels and Attribution Models to report effective touchpoints

Trend 6: Use of attribution to assess media effectiveness

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Recommendation: Review average touches per order and Number of channels per order to understand consumer behaviour
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Trend 7. Mobile user online ad investment

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Recommendation: Account for Not Provided and iOS6 in deep analysis.

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Trend 8. Engagement through visual apps + content

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Jeff Bezos on Shiny Objects "There are always shiny things. A company shouldnt get addicted to being shiny, because shiny doesnt last. You really want something thats much deeperkeeled. You want your customers to value your service.

Wired Interview

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SEO Trends?
1. Content requires depth and detail Epic/Nuclear 2. Different types of content give traction 3. Author authority and social signals matters 4. Links remain critical, but bar for quality keeps going up. 5. Diverse anchor text needed after Penguin 6. Great design matters 7. Guest posting comes under increased scrutiny 8. Social continues to exert a powerful influence 9. Mobile performance and compatibility matter 10. SEO is less tactics, more strategy

Source: Search Engine Journal, MoZ ranking factors

Trend 9. SEO Signals = Content, author and outreach quality

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Increasing InterACTion

Key trends Interactive content marketing Investment in outreach Immersive-responsive landing pages

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Growth example: ASOS.com

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Using content to drive growth B2C

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The Content marketing / engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

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Criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity

Trend 10. Evaluation of content and social media marketing investments

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Matrix

Presentation title

Author's name

12 September, 2013

Confidential

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http://bit.ly/smartercontent

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Trend 11. Interactive content marketing

http://bit.ly/smarthealthcheck
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Trend 12. Investment in Outreach and Partnership

http://traackr.com/faces-of-influence/

http://bit.ly/smartoutreach
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 ACT

Trend 13. More immersive mobile responsive landing pages

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https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp

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Increasing Conversion

Key trends Evolutionary site design / growth hacking Mobile CRO Improvements to Universal Analytics

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Source: Chris Goward - WiderFunnel

Trend 14: Evolutionary site design

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Example: 90 Day planning across RACE

Q2. Mid-funnel page tests using Google content experiments Source: Strategy into Action

Q3. Home page enhancement and Pippity pop-up lead generation

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Recommendation: Review leads, sales from different device, resolution Advanced Segments

Trend 15: Mobile CRO

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Browse vs. purchase channels

120%

100%
80% 60% 40% 20% 0% Store Website msite Apps Browse

Purchase

88% Debenhams customers use mobile to browse vs. 12% purchase

The challenge of Mobile CRO

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 Vision on Left In place 2014:

Universal Analytics giving:
Data import Measurement Protocol

Cross-device tracking

Advanced Segments Updates e.g. cohorts Improvements to custom report dashboards Attribution modeling now mainstream

Trend 16: Deeper use of analytics

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Also use Multichannel Funnel reports to help with budget allocation

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Source: Occams Razor Avinash Kaushik

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Improving Engagement

Key trends Customer satisfaction and feedback Social media marketing Engaging Email marketing Wearable computing and lifelogging
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Trend 17: Customer feedback tools mainstream http://bit.ly/smartfeedback

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Trend 18: Integration through Social CRM

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Trend 17: Mobile email popularity

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% Email Opens across desktop and mobile

Location: Published / Surveyed: Sample: Source:

Worldwide

July 2013 Feb 2012-June 2013

Collected from 250 million email opens

Litmus

Original source: Litmus blog

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Trend 20: Marketing Automation. Behavioural email gets serious!

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Source: Philips presenting on PlantoEngage.com

Trend 21: Email testing increases in sophistication

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Using event-triggered emails Marketing Automation / Re-marketing example

1. Generic branded follow-up email : +10% conversion rate. 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
Source: Smart Insights: Email re-marketing

http://bit.ly/smarteremail

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Source: Econsultancy

Trend 21: Leaders blend responsive design + content + relevance

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Trend 22: Wearable tech and lifelogging

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Lets Connect! Questions & discussion welcome

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