Thursday, April 30, 2015

#Marketing-Digital Marketing Trends 2015

Digital Marketing Trends 2015

10 Digital Marketing Trends covering different tools to help digital marketers in 2015. Presented by Dave Chaffey at the Smart Insights Digital Impact conference.
Published in: Marketing


Transcript

  • 1. 1 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
  • 2. 2 What does the future hold for digital marketers?
  • 3. 3
  • 4. 4
  • 5. 5 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
  • 6. 6 Source: Ogilvy, TNS and Google Path to Purpose July 2014 Content Marketing Content Marketing Content Marketing
  • 7. Digital Natives − Gen C are now mainstream 7 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. Source: Infomentum: Generation C. June 2014 https://www.youtube.com/watch?v=-4eZjhzFw8c
  • 8. 8 How will technology support marketing in 2015? Source: Smart Insights Gartner Hype Cycle review
  • 9. 9 ~950 companies
  • 10. 10 Marketing Backbone Platforms
  • 11. 11 Marketing Backbone Platforms
  • 12. 12 #1 Content curation Global content marketing at Unilever: $10m in savings with Percolate pilot Source: Percolate Unilever case study Example services:  Percolate  Curata  Kapost
  • 13. 13 #2: Content recommendation personalisation, retargeting and effectiveness review Example services:  Idio  Monetate  Demandbase
  • 14. 14 #3: Content distribution Example services:  Hootsuite  Sendible  Oktopost  GaggleAmp
  • 15. Example services: #4: Integrated SEO, Content and Social media management? 15  Moz  RavenTools  AnalyticsSEO Source: Analytics SEO
  • 16. 16 #5: API service integration and Hubs Example services:  Marketo  Act-on  Salesforce/Exact Target
  • 17. 17 Understanding consumer preferences and behaviours in 2015 The continued rise of the YouTuber Source: Channel Page video Broker
  • 18. 18 Source: Ogilvy, TNS and Google Path to Purpose July 2014
  • 19. 19 Social referral % from social networks by sector Location: Published / Surveyed: Sample: Source: Global Q1 2014 Global users from Site catalyst Original source: tagged sites Adobe Adobe Social Intelligence report From Smart Insights Marketing Statistics compilation Q2 2014 New A social media backlash in 2015?
  • 20. Example services:  Kissmetrics  Mixpanel  Ecommera 20 Engagement analysis: Individual user: Kissmetrics Cohort analysis: Groups of users: Kissmetrics #6: User Engagement and value optimisation
  • 21. 21 Building intelligence into analytics n Searches % Brand Reach Awareness and visits E.G. RACE dashboard KPIs Volume Quality Value Unique visitors Bounce rate Revenue per visit Page views/ visit Act Interaction and leads nLeads % Conversion to lead Goal value per visit Average order value Convert Sales and profit nSales % Conversion to sale Sales value n Brand mentions Engage Loyalty and advocacy % active customers % Customer conversion % existing sales value
  • 22. 22 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
  • 23. 23 Example CRO testing services: #8: From Conversion Optimization to Experience Optimization  Unbounce  Optimizely  Visual Website Optimizer Example Experience Management services:  Adobe Experience Manager  EPiServer  Sitecore Source: Boston Consulting Group
  • 24. 24 #9: Digital Channel Sales Optimisation Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014
  • 25. Example services:  Google Glass  Apple Watch  Facebook Rift 25 #10: Wearables, Augmented and Virtual reality
  • 26. 26 81% of large organizations have the equivalent of a chief marketing technologist Source: Gartner - HBR July-August 2014
  • 27. 27 81% of large organizations have the equivalent of a chief marketing technologist
  • 28. 28
  • 29. 29 Thank you All the best for your journey in 2015! Source: 7 Steps to Digital Transformation Infographic

at