Digital Marketing Trends

Tuesday 2 October 2018

CIM LONDON | MARKETING CLUBS | 2018 - 2019
CIM LONDON | MARKETING CLUBS | 2018 - 2019

Malcolm Kirkup
Head of College
CIM LONDON | MARKETING CLUBS | 2018 - 2019

No fire Facilities are Please give Please Please do

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today ask silent (but – don’t keep
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yourself!
CIM LONDON | MARKETING CLUBS | 2018 - 2019

#cimdigital
CIM LONDON | MARKETING CLUBS | 2018 - 2019

We hope you have an enjoyable experience

Yes No
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Digital Marketing Trends 2019

Dr Dave Chaffey, co-founder and

Content Director, Smart Insights

Download : www.slideshare.net/DaveChaffey
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Are you catching the right wave?

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Catching
the right wave
at the right time…

Latest Gartner Hype Cycles compilation

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About Dave Chaffey

Digital Marketing strategist, consultant,
trainer and author since ‘97
Co-founder and content director of
SmartInsights.com - a marketing
learning platform with > 1/2 million
uniques/quarter.

Free Basic Premium members in over 100

membership countries use our planning guides
and templates to Plan, Manage and
Optimise their digital marketing.

Insights director at search, CRO

and inbound agency
ClickThrough Marketing
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Our structure

The eight digital communications techniques every business needs to master

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Digital marketing strategy trends

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About you. Q. Which marketing activity will most

INCREASE your commercial returns in 2019?
• 1. Artificial Intelligence and Machine Learning
• 2. “Big Data” including predictive analytics
• 3. Content Marketing
• 4. Conversion Rate Optimisation
• 5. Marketing Automation
(incl. email, lead scoring, personalisation)
• 6. Mobile Marketing
• 7. Social media marketing
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Smart Insights Digital marketing trends article

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Martech is only part of transformation

Source: Inside Google’s Data Centers

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Auditing your Martech stack

Download: http://bit.ly/smartdigitaltools
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This is why digital transformation matters

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Planning the perfect ‘always-on’ omnichannel lifecycle

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The missed opportunity of unplanned Lifecycle Marketing

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Why Omnichannel?
“Multichannel is an operational view – how you allow the customer to
complete transactions in each channel.

Omnichannel, however, is viewing the experience through the eyes of your

customer, orchestrating the customer experience across all channels so that it
is seamless, integrated, and consistent.

Omnichannel anticipates that customers may start in one channel and move
to another as they progress to a resolution. Making these complex ‘hand-
offs’ between channels must be fluid for the customer. Simply put, omni-
channel is multi-channel done right!”
John Bowden, Senior VP of Customer Care at Time Warner Cable
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Example FS contact strategy

The Financial brand – 21 steps to financial services onboarding

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Mistake = Misusing Personas

Example personas for B2B marketing

automation software
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Mapping personas to lifecycle

Source: HubSpot Persona content mapping template download

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Marketing trends
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What drives business growth?

Source: CMO Survey arranged by Duke University Fuqua Business School, Deloitte and the American Marketing Association
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Example listening community

The company launched the PRU for You (PFY)

community in July 2016 to allow greater
engagement with customers and to give them a
voice in developing new products and services. PFY
has 4,500 members: 88% are customers and 12%
are agents.

Source: Vision Critical

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Mistake – Not
developing DVPs?
Commercial goals > Integrated
Audience use of Branded Integrated
Customer Marketing
website and social > engagement goals Content Marketing Digital platform
Personas Communications
Engagement Strategy tactics and tools
> DVP Strategy

DVP = Digital Value Proposition

= Brand adding value to audiences
 Help me Buy! (Online OR offline)
 Help me Use products
 Help me do my job / live my life
 Help me develop / learn
 Make me look good (to colleagues or family)
 Entertain Me!
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Subscription commerce example

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Consumer DVP with clear outcomes

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Example of testing USPs/OVPs

• An A/B test that included USPs on the
homepage resulted in a 6.2% increase in new
visitor conversion rate and a 3.7% increase in
overall conversion rate.
• Following
this, Eurostar created targeted
messaging for registered users to increase
the number of registrations on site to help
improve their customer insights.
• Generating significant double-digit increases
in conversions for new users
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GDPR = done. Are you ready for ePR?

The ePR focuses on the confidentiality of
users’ electronic communications. It will
also regulate activities such as:
• direct marketing,
• website audience measurement,
• the transmission of communications
across devices and browsers, and
• cookies set on users’ machines.
• According to ePR Recital 2, it intends
to “particularise and
complement” the provisions for
personal data laid down by the GDPR
by “translating its principles into
specific rules”.
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Content marketing strategy

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Content marketing strategy

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Building in interactivity

Source: Scott Brinker, The 4th Wave of Content Marketing

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Quiz example
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Content distribution trends

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Example: integrated B2B content hub

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Benchmarking content against competitors

Source: Smart Insights Content Marketing Matrix

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Reviewing your use of IRM

Capabilities:
• Influencer
analysis
• Measurement
• Content
• People
• Process
Source: Onalytica: Influencer marketing guide
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Digital experiences
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Mobile matters
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Mobile experience strategy

• Mobile responsive design (RWD) vs
• AMPs: Accelerated mobile Project Pages (AMPs)
• PWAs: Progressive Web Apps
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How many structured experiments

does your business run each month?
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Our experience = CRO works!

Test example from Convert.com

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Google Optimize is now live

Smart Insights Quick Wins

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International CRO at ASOS.com

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Neuromarketing

“The use of functional Magnetic

Resonance Imaging (fMRI), brain
electronic scanning devices or other
technologies used to measure people’s
responses to marketing creative such as
copywriting, product descriptions,
pricing, packaging and advertising”

Mark Hall, Smart Insights guide to

Practical Neuromarketing referencing
Kahneman’s System 1 and System 2
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Email marketing and marketing automation

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Email marketing trends

State of Email marketing review

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Automation Using a layered targeting

email system with dynamic content
Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed

Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme

Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)

Newsletter Sent wk. 1 each month to all contacts with personalised content

Feature Email Sent wk. 2 each month to all contacts

Offers and Deals Sent wk. 3 each month to all contacts

NPI Sent wk. 4 each month to all contacts

Source: Harriet Mitchell Smart Insights Digital Impact conference

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Customised content: (Customer Profile)

Hero banner • EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)

Customised content: (Customer Lifecycle)

• Nursery
CLC Module • Development
• Acquisition

Customised content: (Behavioural data)

BEH Module • Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers

Product Modules Product modules can vary in number and format.

Maximum of 8 modules per email.
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Design trend Conversational UI?

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Intercom B2B conversational UI

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Search marketing
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Tapping into search marketing insights

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How do you compare?

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Source: Two years of AMP pages – David Besbris, VP Google Search, AMP Lead at Google
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Are you harnessing Google’s SERPs features?

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Social media marketing

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Optimizing platform spend and best practices

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Facebook
ad
options?
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LinkedIn
Ad
Options?
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Review audience demographics in LinkedIn

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It all adds up to… Digital Transformation

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Vote – what are your plans for transformation?

• A: No plans to run a transformation programme
• B: Planning a programme within 12 months
• C: Just started (within 2 years)
• D: Mature programme (in place for 2 years)
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For comparison…
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Aligning plans
Annual digital or
multichannel plan
Marketing plan Digital
Business plan transformation plan
1-5 year roadmap 2-5 year roadmap
Implementation
plan – 90 day plans
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The future of
technology?

Latest Gartner Hype Cycles compilation – Smart Dust briefing

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Marketing AI options

Source: Premium members Machine Learning and AI briefing

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AI experimentation example
Zalando’s vision

• We wanted to ensure that we’re bringing data-informed

decision making to the forefront of our processes by
establishing a true data and experimentation culture
that could ultimately become a competitive advantage in
today’s fast-changing world.

• Zalando has always been a data-driven company and

analytics has been one of our key success factors. We
believe that much of the success (or failure) of a product
rides on data, and on how it is used.

• This brought about the following question: How can we

elevate Zalando to the next level of data-informed
decision making? This is how the Product Analytics
department came to life.
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NLG: Automated copywriting

Sources: Phrasee for Email and Automated Insights / Wordsmith

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Have you reviewed your digital capability gap?

Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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Do you have the personal skills to compete?

Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan

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Let’s Connect – Questions and discussion welcome!

https://www.linkedin.com/in/davechaffey

www.slideshare.net/DaveChaffey