DIGITAL MARKETING: Session 17

Digital Marketing – Looking Ahead

 Learning Objectives

• Attribution
• The Role of Marketing Technology
• Trends in Digital Marketing

2
 Attribution

• If a customer is interacting with multiple campaigns before making a

conversion, how do you assign value to each of these touchpoints?

• Advertisers have typically used ‘last click attribution’ where all of the value is
attributed to the last ad by the user

• Some of the other attribution models include

• First click
• Linear
• Position Based
• Time Decay
• Custom

3
 The role of Big Data

• Data is the new oil

• Smartphones and other smart devices are leading to generation of vast

amounts of data

• Brands will have to devise strategic ways to capture and work with valuable
customer data

4
 The role of Big Data

5 https://www.criteo.com/insights/2019-digital-marketing-trends/
 AI / ML for Big Data Analysis

• All of that increasing amounts of data require advanced techniques such as

Machine Learning to analyse and extract relevant information from the data

• Marketers will increasingly have to have some understanding of this field and
the ability to work with Data Scientists to unlock critical customer insights

6
 AI / ML for Big Data Analysis

7 https://www.criteo.com/insights/2019-digital-marketing-trends/
 Voice and Visual in marketing

According to Gartner, early adopter brands that redesign their websites to

support visual and voice search will increase digital commerce revenue by 30%
by 2021.

8
 Voice and Visual in Marketing

9 https://www.criteo.com/insights/2019-digital-marketing-trends/
 Personalisation and Content Marketing

• According to Gartner, 90% of brands will practice at least one form of

marketing personalization, but content will be the bottleneck and cause of
failure by 2020.

• Marketing organizations that reimagine the creative brief and segment their
content into atoms or dynamic components for targeting and reuse will be
better equipped to capitalize on personalized experiences by uniting customer
data with relevant content.

• An atomic content strategy drives the creation and customization of small

content elements (atoms), such as copy and imagery, dynamically assembled to
create videos, emails, web pages or other marketing assets.

10 https://www.gartner.com/smarterwithgartner/gartner-top-5-marketing-predictions/
 Personalisation and Content Marketing

11 https://www.emailmonday.com/future-of-email-marketing-automation/
 Marketing Technology

• Put simply, MarTech is the intersection of marketing and technology.

• Any technology a company uses to deliver its marketing, is marketing

technology.

• Marketing technology (MarTech) is the software that helps you execute your
marketing activities.

• Virtually anyone involved with digital marketing is dealing with MarTech,

since digital by its very nature is technologically-based.

12 https://www.gartner.com/smarterwithgartner/gartner-top-5-marketing-predictions/
 Marketing Technology Landscape

13 https://www.gartner.com/smarterwithgartner/gartner-top-5-marketing-predictions/
 The MarTech Stack

• A marketing technology stack is a grouping of technologies that marketers

leverage to conduct and improve their marketing activities.

• Often, the focus of marketing technologies (MarTech) is to make difficult

processes easier, and to measure the impact of marketing activities and drive
more efficient spending.

14 https://www.gartner.com/smarterwithgartner/gartner-top-5-marketing-predictions/
 Components of MarTech Stack

The different digital marketing technologies can be classified into:

Advertising & Content & Social & Commerce &
Data Management
Promotion Experience Relationships Sales
•Display & •CMS & Web •ABM •Affiliate •Audience/Mark •Agile & Lean
Programmatic Experience •Advocacy Marketing & eting Data Management
Advertising Management Loyalty & Management •Business/Custo •Budgeting &
•Mobile •Content Referrals •Channel mer Intelligence Finance
Marketing Marketing •Call Analytics & Partner & Local & Data Science •Collaboration
•Native/Content •CRM Management Marketing •Customer Data •Product
Advertising •DAM & MRM •Community & •Ecommerce Platform Management
•PR •Email Reviews Marketing •Dashboards & •Projects &
•Print Marketing •CRM •Ecommerce Data Workflow
•Search & Social •Interactive •Customer Platforms & Visualization •Talent
Advertising Content Experience Carts •DMP Management
•Video •Marketing Service & Success •Retail Proximity • Data •Vendor
Advertising Automation & •Events Meetings & IoT Marketing Integration & Tag Analysis
Campaign/Lead & Webinars •Sales Management
Management •Influencers Automation •Marketing
•Mobile Apps •Live Chat & Enablement & Analytics
•Optimization Chatbots Intelligence Performance &
Personalization •Social Media Attribution
15 & Testing Monitoring
https://www.gartner.com/smarterwithgartner/gartner-top-5-marketing-predictions/ •Mobile & Web
•SEO Analytics
 MarTech Additional Resources

https://chiefmartec.com/

Scott Brinker

16 https://www.gartner.com/smarterwithgartner/gartner-top-5-marketing-predictions/