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Digital
Marketing
2014
Where should
you focus?
7th April 2014
Dr Dave Chaffey
SmartInsights.com
Download:
http://bit.ly/...
2
3
4
About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books
• Responsible for CXM at
SmartInsights.c...
5
6
Which tactic will give your
business the biggest
commercial benefits in 2014?
 1. Content marketing
 2. Conversion rat...
7
8
9
http://bit.ly/smartgraphics
22 Trends and recommendations structured around RACE Planning
10
11
Do you need a defined digital
strategy or plan?
12
Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
13
14
15
Show your commitment to digital
 „Digital by Default‟
 Digital DNA
 Digital First
 Digital by Design
16
Dell Analytics case study
A vision for improvement
processes
17
Trend 1: Defining Future vision of “Modern” or Integrated Marketing
 PLAN
18
 1. Digital marketing is Marketing
 2. You need a strategy
 3. Measurement and optimisation
to improve commercial re...
19
Example of Ishikawa or Fishbone diagram
Growth Hacking post
 PLAN
Trend 2: Managing performance drivers through growth...
20
21
Trend 3: CXM: Investment in Marketing
Personas and touchpoint mapping
Source:
Richard Sedley
http://bit.ly/smartpersona...
22
What is Customer Experience
Management?
Source: As defined by Forrester in 2011
23
Technique: Personas &
Customer journey mapping
Source: Boston Consulting Group
24
Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedl...
25
Do you have a person
or team RESPONSIBLE
FOR CXM?
 Vote!
26
http://www.youtube.com/watch?v=VRYbpfrrxbg
27
Trend 4: Investment in Brand OVP/YouTility
Audience use of
digital and social
media > Personas
Commercial goals >
Custo...
28
29
Improving Reach
Key Trends
 Increased micro-targeting options
 Mobile targeting
 Engagement through Visual Apps
 Qu...
30
What’s most effective for
Acquisition?
Source: Smart Insights DMA Research
31
Selecting the best communications mix
 REACH
32
Q. Which media work best for you?
 REACH
33
 REACH
Trend 5: Increased in paid, owned, earned media targeting
Effectiveness (potential sales volume)
Investment(res...
34
Trend 6: Use of attribution to assess media effectiveness
Recommendation:
Use Google‟s
Multichannel
Funnels and
Attribu...
35
Trend 7. Mobile user online ad investment
36
Trend 8. Engagement through visual apps + content
Source: http://bit.ly/smartstatistics
37
Jeff Bezos on
Shiny Objects
"There are always shiny
things.
A company shouldn‟t get
addicted to being
shiny, because sh...
38
SEO Trends?
 1. Content – requires depth
and detail “Epic/Nuclear”
 2. Different types of content
give traction
 3. ...
39
Increasing InterACTion
Key trends
 Interactive content marketing
 Investment in outreach
 Immersive-responsive landi...
40
Growth example: ASOS.com
41
42
Using content to drive growth – B2C
43
The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
44
Trend 10. Evaluation of content and
social media marketing investments
Criteria?
 Rev/visit
 Demand+
lead gen
 Ampli...
45
Matrix
Presentation title Author's name 8 April, 2014 Confidential
http://bit.ly/smartercontent
46
http://bit.ly/smarthealthcheckTrend 11. Interactive content marketing
47
Trend 12. Investment in Outreach and Partnership
http://bit.ly/smartoutreach
http://traackr.com/faces-of-influence/
48
Trend 13. More immersive landing pages
 ACT
49
https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
50
51
Increasing Conversion
Key trends
 Evolutionary site design / growth hacking
 Mobile CRO
 Improvements to Universal A...
52
Trend 14: Evolutionary site design
Source: Chris Goward - WiderFunnel
53
International CRO at ASOS.com
54
Bps = basis points 1/100th of a %
55
Trend 15: Mobile CRO
Recommendation: Review leads, sales from different device, resolution Advanced Segments
56
The challenge of Mobile CRO
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase
channels
Browse
P...
57
 Vision on Left…
 In place 2014:
 Universal Analytics giving:
 Data import – Measurement Protocol
 Cross-device tr...
58
Source: Occam‟s Razor Avinash Kaushik
59
Improving Engagement
Key trends
 Customer satisfaction and feedback
 Social media marketing
 Engaging Email marketin...
60
Trend 17: Customer feedback tools mainstream
http://bit.ly/smartfeedback
61
Trend 18: Integration through Social CRM
62
Trend 17: Mobile email popularity
63
Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from ...
64
Trend 20: Behavioural email gets serious!
65
Review
Customer
Lifecycle
Touchpoints
:Halfords case study
66
Trend 21: Email testing increases in sophistication
Source: Philips presenting on PlantoEngage.com
67
Using event-triggered emails –
Marketing Automation / Re-marketing example
 1. Generic branded follow-up
email :
+10% ...
68
Trend 21: Leaders blend responsive design + content + relevance
Source: Econsultancy
69
Trend 22: Wearable tech and lifelogging
70
71
Let’s Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools
 M...
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2014 Online Marketing Trends

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Ideas on innovation in online marketing and technology platforms thats will be important in 2014.

Uploaded by Dave Chaffey, CEO SmartInsights.com and co-author of Emarketing Excellence.

See http://bit.ly/smarttrends for more details on the trends.

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  • Trends are recommendations of key issues to consider to improve performance.Sharing examples of performance data.
  • Does technology fuel growth?
  • Majority in Reach since gaining attention within increase of media channels is biggest challenge
  • When I talk to Digital Marketing and Ecommerce Managers at large organisations they have a 3 year look ahead, updated.
  • Defining investment in platforms and activities to drive growth?
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Impact on CPC – Greenlight has seen 30% increase in CPC sinceEnhanced campaigns
  • Can look at the SEOmozfactgors, but more practical guidance here.What Neil Patel calls “Epic” content, MichaelStelzman calls Nuclear
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Sales of 1 billion
  • Doug Kessler – Velocity Partners
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Transcript of "2014 Online Marketing Trends"

    1. 1. 1 Digital Marketing 2014 Where should you focus? 7th April 2014 Dr Dave Chaffey SmartInsights.com Download: http://bit.ly/smarttrends
    2. 2. 2
    3. 3. 3
    4. 4. 4 About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books • Responsible for CXM at SmartInsights.com -- a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results. • Insights Director @ search conversion agency ClickThrough Marketing
    5. 5. 5
    6. 6. 6 Which tactic will give your business the biggest commercial benefits in 2014?  1. Content marketing  2. Conversion rate optimisation  3. Mobile marketing  4. Search marketing (SEO and PPC)  5. Social media marketing
    7. 7. 7
    8. 8. 8
    9. 9. 9 http://bit.ly/smartgraphics 22 Trends and recommendations structured around RACE Planning
    10. 10. 10
    11. 11. 11 Do you need a defined digital strategy or plan?
    12. 12. 12 Strategy: a tale of two airlines Source: Corporate site pages 2012/2013
    13. 13. 13
    14. 14. 14
    15. 15. 15 Show your commitment to digital  „Digital by Default‟  Digital DNA  Digital First  Digital by Design
    16. 16. 16 Dell Analytics case study A vision for improvement processes
    17. 17. 17 Trend 1: Defining Future vision of “Modern” or Integrated Marketing  PLAN
    18. 18. 18  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  1. Strategy  2. Commercial  3. Customer Experience  4. Integration  5. Brand  6. Data  7. Personalisation  8. Technology  9. Content  10. Social  11. Character 2011 2013  PLAN
    19. 19. 19 Example of Ishikawa or Fishbone diagram Growth Hacking post  PLAN Trend 2: Managing performance drivers through growth hacking
    20. 20. 20
    21. 21. 21 Trend 3: CXM: Investment in Marketing Personas and touchpoint mapping Source: Richard Sedley http://bit.ly/smartpersonas  PLAN
    22. 22. 22 What is Customer Experience Management? Source: As defined by Forrester in 2011
    23. 23. 23 Technique: Personas & Customer journey mapping Source: Boston Consulting Group
    24. 24. 24 Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren Customer persona toolkit: http://bit.ly/smartpersonas
    25. 25. 25 Do you have a person or team RESPONSIBLE FOR CXM?  Vote!
    26. 26. 26 http://www.youtube.com/watch?v=VRYbpfrrxbg
    27. 27. 27 Trend 4: Investment in Brand OVP/YouTility 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 http://bit.ly/smartovp  PLAN
    28. 28. 28
    29. 29. 29 Improving Reach Key Trends  Increased micro-targeting options  Mobile targeting  Engagement through Visual Apps  Quality SEO signals
    30. 30. 30 What’s most effective for Acquisition? Source: Smart Insights DMA Research
    31. 31. 31 Selecting the best communications mix  REACH
    32. 32. 32 Q. Which media work best for you?  REACH
    33. 33. 33  REACH Trend 5: Increased in paid, owned, earned media targeting Effectiveness (potential sales volume) Investment(resourceneeded) SEO Long Tail AdWords Remarketing Facebook custom audiences AdWords Generic Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Display Network and Remarketing options AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic
    34. 34. 34 Trend 6: Use of attribution to assess media effectiveness Recommendation: Use Google‟s Multichannel Funnels and Attribution Models to report effective touchpoints  REACH
    35. 35. 35 Trend 7. Mobile user online ad investment
    36. 36. 36 Trend 8. Engagement through visual apps + content Source: http://bit.ly/smartstatistics
    37. 37. 37 Jeff Bezos on Shiny Objects "There are always shiny things. A company shouldn‟t get addicted to being shiny, because shiny doesn‟t last. You really want something that‟s much deeper- keeled. You want your customers to value your service. Wired Interview
    38. 38. 38 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
    39. 39. 39 Increasing InterACTion Key trends  Interactive content marketing  Investment in outreach  Immersive-responsive landing pages
    40. 40. 40 Growth example: ASOS.com
    41. 41. 41
    42. 42. 42 Using content to drive growth – B2C
    43. 43. 43 The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
    44. 44. 44 Trend 10. Evaluation of content and social media marketing investments Criteria?  Rev/visit  Demand+ lead gen  Amplify  Brand fit  SEO  Longevity
    45. 45. 45 Matrix Presentation title Author's name 8 April, 2014 Confidential http://bit.ly/smartercontent
    46. 46. 46 http://bit.ly/smarthealthcheckTrend 11. Interactive content marketing
    47. 47. 47 Trend 12. Investment in Outreach and Partnership http://bit.ly/smartoutreach http://traackr.com/faces-of-influence/
    48. 48. 48 Trend 13. More immersive landing pages  ACT
    49. 49. 49 https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
    50. 50. 50
    51. 51. 51 Increasing Conversion Key trends  Evolutionary site design / growth hacking  Mobile CRO  Improvements to Universal Analytics
    52. 52. 52 Trend 14: Evolutionary site design Source: Chris Goward - WiderFunnel
    53. 53. 53 International CRO at ASOS.com
    54. 54. 54 Bps = basis points 1/100th of a %
    55. 55. 55 Trend 15: Mobile CRO Recommendation: Review leads, sales from different device, resolution Advanced Segments
    56. 56. 56 The challenge of Mobile CRO 0% 20% 40% 60% 80% 100% 120% Store Website msite Apps Browse vs. purchase channels Browse Purchase 88% Debenhams customers use mobile to browse vs. 12% purchase
    57. 57. 57  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
    58. 58. 58 Source: Occam‟s Razor Avinash Kaushik
    59. 59. 59 Improving Engagement Key trends  Customer satisfaction and feedback  Social media marketing  Engaging Email marketing  Wearable computing and lifelogging
    60. 60. 60 Trend 17: Customer feedback tools mainstream http://bit.ly/smartfeedback
    61. 61. 61 Trend 18: Integration through Social CRM
    62. 62. 62 Trend 17: Mobile email popularity
    63. 63. 63 Location: Published / Surveyed: Sample: Source: Original source: Worldwide July 2013 Feb 2012-June 2013 Collected from 250 million email opens Litmus % Email Opens across desktop and mobile Litmus blog
    64. 64. 64 Trend 20: Behavioural email gets serious!
    65. 65. 65 Review Customer Lifecycle Touchpoints :Halfords case study
    66. 66. 66 Trend 21: Email testing increases in sophistication Source: Philips presenting on PlantoEngage.com
    67. 67. 67 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
    68. 68. 68 Trend 21: Leaders blend responsive design + content + relevance Source: Econsultancy
    69. 69. 69 Trend 22: Wearable tech and lifelogging
    70. 70. 70
    71. 71. 71 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Managing Digital Marketing 2014 report  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guides to all digital marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert- member-reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/
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