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Briefing

Digital Marketing Trends 2014
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Dr Dave Chaffey SmartInsights.com

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Trends Briefing

About Dave Chaffey
 Books
 Online advice and consulting
www.smartinsights.com

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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
Trends Briefing

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Trends Briefing

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Trends Briefing

22 Trends and recommendations structured around RACE Planning

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Trends Briefing

 PLAN Trend 1: Defining Future vision of “Modern” or Integrated Marketing 6 Trends Briefing .

Strategy 2. Content 10. Data 7. Inbound marketing trumps outbound marketing 8. Be agile 7. Markets are conversations 2013            1. Joined-up customer-centred marketing is essential 5.2011    1. Character  PLAN        7 Trends Briefing . Keep communications human 6. Commercial 3. Act Local 10. Think Global. Measurement and optimisation to improve commercial results are the foundation 4. Digital marketing is Marketing 2. Personalisation 8. Integration 5. Social 11. Brand 6. You need a strategy 3. Engagement is the real challenge 9. Customer Experience 4. Technology 9.

 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 8 Trends Briefing .

 PLAN Source: Richard Sedley http://bit.ly/smartpersonas Trend 3: CXM: Investment in Marketing Personas and touchpoint mapping 9 Trends Briefing .

ly/smartovp 10 Trends Briefing . 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.

Improving Reach Key Trends  Increased micro-targeting options  Mobile targeting  Engagement through Visual Apps  Quality SEO signals Trends Briefing 11 .

 REACH Selecting the best communications mix 12 Trends Briefing .

Which media work best for you? 13 Trends Briefing . REACH Q.

 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. earned media targeting 14 Trends Briefing . owned.

 REACH Recommendation: Use Google’s Multichannel Funnels and Attribution Models to report effective touchpoints Trend 6: Use of attribution to assess media effectiveness 15 Trends Briefing .

Recommendation: Review average touches per order and Number of channels per order to understand consumer behaviour 16 Trends Briefing .

Trend 7. Mobile user online ad investment 17 Trends Briefing .

Recommendation: Account for “Not Provided” and iOS6 in deep analysis. 18 Trends Briefing .

Trend 8. Engagement through visual apps + content 19 Trends Briefing .

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A company shouldn’t get addicted to being shiny. Wired Interview 21 Trends Briefing . because shiny doesn’t last.Jeff Bezos on Shiny Objects "There are always shiny things. You really want something that’s much deeperkeeled. You want your customers to value your service.

MoZ ranking factors Trend 9. Guest posting comes under increased scrutiny 8. SEO Signals = Content. Different types of content give traction 3. more strategy  Source: Search Engine Journal. Links remain critical. Social continues to exert a powerful influence 9. 5.SEO Trends?     1. author and outreach quality 22 Trends Briefing . SEO is less tactics. Author authority and social signals matters 4. Diverse anchor text needed after Penguin      6. Mobile performance and compatibility matter 10. Content – requires depth and detail “Epic/Nuclear” 2. Great design matters 7. but bar for quality keeps going up.

Increasing InterACTion Key trends  Interactive content marketing  Investment in outreach  Immersive-responsive landing pages 23 Trends Briefing .

Growth example: ASOS.com 24 Trends Briefing .

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Using content to drive growth – B2C 26 Trends Briefing .

The Content Marketing Deluge.Crap. 27 Trends Briefing .The Content marketing / engagement challenge Slideshare: Doug Kessler .

Criteria?  Rev/visit  Demand+ lead gen  Amplify  Brand fit  SEO  Longevity Trend 10. Evaluation of content and social media marketing investments 28 Trends Briefing .

ly/smartercontent Trends Briefing . 2013 Confidential 29 http://bit.Matrix Presentation title Author's name 12 September.

Interactive content marketing http://bit.ly/smarthealthcheck 30 Trends Briefing .Trend 11.

ly/smartoutreach 31 Trends Briefing .Trend 12. Investment in Outreach and Partnership http://traackr.com/faces-of-influence/ http://bit.

More immersive mobile responsive landing pages 32 Trends Briefing . ACT Trend 13.

jsp 33 Trends Briefing .salesforce.com/uk/form/sem/landing/sales-cloud.https://www.

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Increasing Conversion Key trends  Evolutionary site design / growth hacking  Mobile CRO  Improvements to Universal Analytics 35 Trends Briefing .

Source: Chris Goward .WiderFunnel Trend 14: Evolutionary site design 36 Trends Briefing .

Home page enhancement and Pippity pop-up lead generation 37 Trends Briefing . Mid-funnel page tests using Google content experiments Source: Strategy into Action Q3.Example: 90 Day planning across RACE Q2.

Recommendation: Review leads. sales from different device. resolution Advanced Segments Trend 15: Mobile CRO 38 Trends Briefing .

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 39 Trends Briefing .

g. cohorts  Improvements to custom report dashboards  Attribution modeling now mainstream Trend 16: Deeper use of analytics 40 Trends Briefing . Vision on Left…  In place 2014:  Universal Analytics giving:  Data import – Measurement Protocol  Cross-device tracking  Advanced Segments Updates e.

Also use Multichannel Funnel reports to help with budget allocation 41 Trends Briefing .

Source: Occam’s Razor Avinash Kaushik 42 Trends Briefing .

Improving Engagement Key trends  Customer satisfaction and feedback  Social media marketing  Engaging Email marketing  Wearable computing and lifelogging Trends Briefing 43 .

Trend 17: Customer feedback tools mainstream http://bit.ly/smartfeedback 44 Trends Briefing .

Trend 18: Integration through Social CRM 45 Trends Briefing .

Trend 17: Mobile email popularity 46 Trends Briefing .

% 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 47 Trends Briefing .

Behavioural email gets serious! 48 Trends Briefing .Trend 20: Marketing Automation.

com Trend 21: Email testing increases in sophistication 49 Trends Briefing .Source: Philips presenting on PlantoEngage.

Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.  2. Source: Smart Insights: Email re-marketing http://bit.ly/smarteremail 50 Trends Briefing . Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Generic branded follow-up email : +10% conversion rate.Using event-triggered emails – Marketing Automation / Re-marketing example  1.  3.

Source: Econsultancy Trend 21: Leaders blend responsive design + content + relevance 51 Trends Briefing .

Trend 22: Wearable tech and lifelogging 52 Trends Briefing .

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com 54 Trends Briefing .facebook.Let’s Connect! Questions & discussion welcome  Blog uk.com/davechaffey www.smartinsights.twitter.feedburner.com/DaveChaffey www.linkedin.com/smartinsi ghts  Email Newsletter www.smartinsights.com/blog  Feeds www.com/in/davechaffey www.