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Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
Digital Marketing:  A HorizonWatching 2014 Trend Report
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Digital Marketing: A HorizonWatching 2014 Trend Report

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ABOUT THIS REPORT: This 2014 HorizonWatching Digital Marketing Trend report provides an overview of Digital Marketing. The target audience for this document is HorizonWatching Community members who …

ABOUT THIS REPORT: This 2014 HorizonWatching Digital Marketing Trend report provides an overview of Digital Marketing. The target audience for this document is HorizonWatching Community members who want a resource document that can provide them with summary information, lists of resources, as well as insights into what trends we might see around Digital Marketing and related topics during 2014.

CONTENT: Summary information about this emerging trend is provided along with many links to additional resources, including a list of trends and prediction articles about this trend.

HOW TO USE THE REPORT: The slides are meant to be read/studied and the links are there for you to continue your learning. You may want to view the slides in slideshow mode so you can easily follow the links

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  • 1. © 2014 IBM Corporation Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Contact: Bill Chamberlin, Principal Emerging Trends Research Analyst / HorizonWatching Community Leader February 6, 2014 Digital Marketing A 2014 HorizonWatching Trend Report – Client Deck
  • 2. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. This Trend Report, published by and for the internal IBM HorizonWatching Community Membership, is being made available to IBM Clients  Purpose: This HorizonWatching Trend Report provides an overview on the Digital Marketing trend for IBM Clients  Content: Summary information about the trend is provided along with many links to additional resources.  How To Use This Report: This report is best read/studied and used as a learning document. There are many links provided in the report that will take you to other websites and resources where you can continue your learning. You may want to view the slides in slideshow mode so you can easily follow the links 2 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
  • 3. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Table of Contents 3 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 1. One Page Summary of the Digital Marketing Trend 2. Digital Marketing Trends to Watch in 2014 3. What Others Are Saying About Digital Marketing for 2014 4. Websites, Reports, and Additional Resources 5. Appendix
  • 4. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Table of Contents 4 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 1. One Page Summary of the Digital Marketing Trend 2. Digital Marketing Trends to Watch in 2014 3. What Others Are Saying About Digital Marketing for 2014 4. Websites, Reports, and Additional Resources 5. Appendix
  • 5. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing – Trend Overview 5 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 Drivers • New digital technologies, platforms, and capabilities • Consumerization = increased customer expectation / demands • Indivduals want to be treated as individuals, not markets Inhibitors/Challenges • Big data • Metrics, analytics, and ROI of the digital marketing programs • Allocation of budget to digital and finding the right marketing mix. • Unifying and integrating within digital and also with traditional. • Innovation in digital happens at lightening speed • Lack of qualified digital marketing technology professionals Implications • To stay out in front, you must test and learn quickly • Marketing and IT departments must be good partners • New Digital Marketing Career Paths and Education required • Digital, done right, can increase loyalty and convert customers into brand advocates Marketing is being transformed by digital technologies. The digital revolution has forever changed the balance of power between the customer and the organization, putting customers in charge of the relationship. “The digital revolution has forever changed the balance of power between the individual and the institution” - IBM (link) Forbes: Taking Content Marketing To The Next Level: 2014 Predictions
  • 6. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Table of Contents 6 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 1. One Page Summary of the Digital Marketing Trend 2. Digital Marketing Trends to Watch in 2014 3. What Others Are Saying About Digital Marketing for 2014 4. Websites, Reports, and Additional Resources 5. Appendix
  • 7. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing Trends to Watch in 2014 1. Digital Experience: Optimizing the cross-channel customer digital experiences. 2. Predictive Analytics: Data from Social, Customer, Mobile, Web, Iot, etc. is analyzed to help improve digital experiences and predict customer behavior. 3. Influencer Marketing: Identifying and cultivating influencers into advocates. 4. Advocacy Marketing: Managing positive relationships with those who are already advocates for your brand. 5. Employees as Advocates: Employees can help market the brand via social media. Training required though! 6. Thought Leadership Content: Expect more thought leadership content that focuses on educating customers rather than selling to them. Blogging continues to make a comeback. 7. Content Marketing: All content must be compatible across all screens and distributed across all social, mobile, digital platforms. 7 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 “IDC predicts that by 2020, marketing organizations will be radically reshaped into three organizational "systems" - content, channels, and consumption (data). The core fabric of marketing execution will be ripped up and rewoven by data and marketing technology.” - IDC (link) IDC: 2014 Predictions for Chief Marketing Officers Source: HorizonWatching, IBM Market Insights
  • 8. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing Trends to Watch in 2014 (cont.) 8. Mobile Marketing: Marketers need to be discoverable, mobile optimized, and investing in driving mobile traffic. 9. Location-based Marketing: Potential is there to deliver a highly personalized experience based on location. In 2014, marketers will tap more into this emerging technology. 10. SEO Marketing: Keyword relevancy is being replaced with topical relevancy and authority. Brands that use semantic search will show up highest in search results. 11. 1-1 Personalization: Customers want to be treated as an individual, based on their past experiences with the company, the device they are using, what location they are currently at, and what information they are seeking at the moment. 12. Digital Skill Shortages: Marketing professionals continue to need training to fully leverage all the trends happening. 8 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 Forbes: 2014 Digital Trends and Predictions Source: HorizonWatching, IBM Market Insights
  • 9. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Table of Contents 9 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 1. One Page Summary of the Digital Marketing Trend 2. Digital Marketing Trends to Watch in 2014 3. What Others Are Saying About Digital Marketing for 2014 4. Websites, Reports, and Additional Resources 5. Appendix
  • 10. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing budgets are expected to rise in 2014, continuing a trend we’ve seen the past few years. 10 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 AdWeek: B2B Marketing Budgets Set to Rise 6% in 2014: Forrester “Digital marketing budgets will rise by 10% in 2014 following a double-digit percentage increase the prior year” - Gartner (link) “Enterprises overwhelmingly plan to continue investing in DX (Digital Experience) technologies, with a clear emphasis on multichannel delivery and analytics” - Forrester (link) “Digital marketing techniques and underlying technologies are having a profound impact in marketing investment priorities, budgets, organizational structure, skills and processes.” - Gartner (link) “Sixty-one percent of surveyed marketing execs expect the ratio of technology spend to marketing program spend to increase.” - Business Marketing Association (link) “Hampering growth in digital marketing budgets is that old foe: inability to prove ROI. Roughly one-quarter of respondents named that the top barrier to budget increases, outpacing other concerns such as lack of overall company revenue growth (18%), lack of buy-in from management (15%), and lack of clear strategy (15%).” – Marketing Charts (link)
  • 11. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Gartner says the shift to digital will transform marketing and sales processes over the next five years. 11 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 “In the next five years, traditional marketing and selling will shift to digital channels to capitalize on the "power to the people" phenomenon that is displacing brand-centric strategies in favor of buyer-driven everything.” – Gartner (link) Gartner : Digital Marketing Predicts 2014 (Slide Deck) Gartner: Digital Marketing Predicts 2014
  • 12. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. IDC’s message is a little stronger. It is predicting a radical transformation of the Marketing function by 2020 12 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 1. The CMO role becomes "open for definition" as today's CMO job description becomes considerably more complex and critical 2. Innovative CMO and CIO pairs will throw out the rule book when it comes to IT's support of Marketing 3. By 2020, the Marketing function in leading companies will be radically reshaped into three organizational "systems" - content, channels, and consumption (data) 4. The best marketers will understand that "Content Marketing" does not equal "Thought Leadership“ 5. Multi-channel coverage becomes an opportunity and a challenge area, as CMOs integrate media silos 6. 80% of customer data will be wasted due to immature enterprise data "value chains“ 7. By the end of 2014, 60% of CMOs will have formal recruiting process for people with data skills 8. Only 20% of marketers will receive formal training on analytics and customer data management 9. Fragmented marketing IT point products and low adoption rate will inhibit companies' ability to win customers 10.Digital marketing investment will exceed 50% of total program budget by 2016.” IDC Webinar: IDC Chief Marketing Officer (CMO) 2014 Predictions: IDC Press Release: Top Ten Predictions for Chief Marketing Officers “By 2020, the Marketing function in leading companies will be radically reshaped into three organizational "systems" - content, channels, and consumption (data).” - IDC (link)
  • 13. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. IBM’s State of Marketing 2013 Survey: Only 1 in 5 companies are truly leveraging technology to drive better customer experiences 13 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 “The IBM State of Marketing 2013 survey showed that, when it comes to creating superior customer experiences, many companies have at least some of the elements in place. Yet only one in five has managed to leverage its technology investments and marketing capabilities to effectively drive better cross-channel customer experiences.” – IBM (link) “A number of leading companies, however, are using marketing technology and information resources to take charge of the customer experience from end to end, “owning” it to improve business outcomes and achieve better financial performance.”- IBM (link) How Marketing is Taking Charge - IBM
  • 14. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. The transformation of marketing is challenging as it requires new strategies, new skills, and strong leadership 14 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 CMO.Com The Future Of Marketing: Data, Customer, Technology “Digital will require you to retool marketing processes, from market and product design through commerce.” - Gartner (link) “IDC predicts that by 2020, marketing organizations will be radically reshaped. The core fabric of marketing execution will be ripped up and rewoven by data and marketing technology.” - IDC (link) “Digital marketing technology, data analytics, social, customer experience management and revenue responsibilities have catapulted CMOs into a dramatically different role.” - Gartner (link) “Far too many digital marketing activities are one-off or stand-alone initiatives that are not part of a comprehensive strategy and are not measured against business goals.” - Gartner (link) “As social and other digital technologies shift responsibilities in the C-suite, businesses are creating a new position, the chief digital officer or CDO, to focus their digital strategy.” - MIT Sloan Management Review (link)
  • 15. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Many firms don’t currently have the digital skills and capabilities that are required to make a successful transformation 15 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 Online Marketing Institute - State of Digital Marketing Talent “Digital marketers must use technology to drive marketing processes, then analyze the results and readjust their focus. They need new skills, tools and processes to create this virtuous cycle.” - Gartner (link) “Successfully leveraging digital technology requires deep understanding of the nuances of digital marketing, eCommerce, customer experience design, and technology.” - Forrester (link) “Gartner surveys find that for many organizations, digital marketing execution often suffers from operational immaturity. Execution suffers when people, process and technology aren't in alignment.” – Gartner (link) “The gap between skills needed and talent available is becoming a massive chasm within the industry affecting job seekers and employers alike.” – Online Marketing Institute (State of Digital Marketing Talent)
  • 16. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Also, the marketing technology landscape is crowded and complex, making the transformation all that more difficult 16 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 Infographic: Marketing Technology Landscape by chiefmartec.com
  • 17. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. At the heart of the transformation must be a focus on improving the overall Customer Experience 17 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 10 Challenges to Delivering a Unified Customer Experience - CriticalEye “Successful companies will use technology to better engage customers as well as improve traditional marketing processes.” - Gartner (link) “Firms that are winning the customer experience race are aiming to provide their customers with consistent, personalized, and contextually relevant interactions across all touchpoints.” - Forrester (link) “Successful companies are exploring how new technologies can reach and engage customers at every stage of the customer lifecycle. Marketing, service, sales, web, email, and more must now work together to drive desired experiences, optimize click paths, cultivate meaningful relationships, and drive business outcomes.” - Altimeter Group (link) Engage customers by delivering personalized digital experiences - IBM Whitepaper available at InformationWeek
  • 18. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. The growth in mobile devices provides marketers with a whole new way to reach potential buyers …where ever they may be 18 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 TapSense: Guide to Mobile Marketing 2014 “Mobile computing will revolutionize marketing by exploiting rich information about where customers are and what they are doing.” - Gartner (link) “The proliferation of new form factors and touchpoints has companies struggling to create digital experiences that meet rising customer expectations.” - Forrester (link) “Businesses need an array of software technology to support digital customer experiences, but they struggle to understand and leverage the tools necessary to create and manage unified, multichannel digital customer experiences across multiple touchpoints.” - Forrester (link) Mobile Marketing Association: UK Advisory Board 2014 Mobile Predictions “Not only are mobile devices popular and packed with an ever-growing array of applications, their built-in GPS technology makes them ideal for location-aware promotions and location-based targeting.” - IBM (link) “Mobile technology leaders are 2x more likely to experience revenue growth.” – IBM (link)
  • 19. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs 19 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 Marketing Science: From descriptive to prescriptive – IBM Center for Applied Insights “As websites, media and digital advertising become personalized, digital marketers are under pressure to apply more science to the art of marketing.” - Gartner (link) “Gartner's 2013 Data-Driven Marketing survey reveals that marketers allocate 21% of their budgets to marketing analytics. Almost half of the data (42%) comes from external sources, with social networks topping the list.” - Gartner (link) “Progressive marketers are turning to science. They’re using systematic observation, testing and measurement to study broad behavioral patterns, drill down from the aggregate to the individual and produce new insights that can improve business outcomes.” - IBM (link) IBM: Big Data & Analytics for Marketing “Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream almost 20 years ago, particularly because of the unprecedented array of insights into customer needs and behaviors it makes possible.” - McKinsey (link)
  • 20. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers 20 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 Content Marketing Institute: 50 Content Marketing Predictions for 2014 “For 2014, the B2B marketing portfolio should include focusing content creation on thought leadership versus product collateral. B2B CMOs will need to direct content marketing efforts on delivering new commercial insights, inspiring customer stories, or forward-looking viewpoints to provoke buyer engagement.” – Forrester (link) “Our research indicates that as aggressive as companies intend to be in 2014 to increase their content marketing footprint, many will fail due to a lack of content leadership and the process and technology needed to support an effective content supply chain.” – Curata (link) “Content marketing is really about providing valuable information or content to current and potential customers for the purpose of building trust, branding, awareness, and positive sentiment. A successful content marketing campaign establishes you as an expert in your field, and that sets the groundwork for a long- term business relationship.” – Forbes (link)
  • 21. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement 21 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 “Over the next 12 months, the most sought-after business initiative companies will look to social software to provide will be online communities, with 35% of respondents looking to this capability.” – IDC (link) “For marketers, a good portion of social media’s value lies in its ability to aggregate communities of interest, identify specific demographics and thus enable marketers to precisely segment and engage their audience.” – IBM (link) Forrester: Top Three Challenges with Social Marketing “ CMOs have been investing in staff, content, and technology to market through social networks for the past five years. 2014 is the year they reassess these investments as audiences fragment across niche social networks and communities.” – Forrester (link) “At this more advanced stage of maturity, marketers need to understand exactly how and when their customers are using social and target them differently in each stage of the customer life cycle.” – Forrester (link)
  • 22. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. In 2014, more emphasis will be placed on influencer and advocacy marketing, including identification and engagement programs. 22 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 “Brands need to seek out influencers that can drive and create very small, yet loyal communities to advocate for their brand.” – Huffington Post (link) WOMMA’s 2013 Influencer Guidebook Huffington Post: 2014: The Year of the Brand Influencer “I strongly believe that Advocacy Marketing should be at the top of the priority list in terms of marketing investment.” – Hank Barnes, Research Directore, Gartner (link) “It’s estimated that less than 5% of satisfied customers advocate publicly for the brand on social channels. This “social advocacy gap” represents a huge opportunity to improve marketing’s efficiency and effectiveness.” – Social@Ogilvy (link)
  • 23. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Gartner’s “Digital Marketing Transit Map” shows relationships among business functions, application services and solution providers. 23 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 Gartner: Interactive Digital Marketing Transit Map
  • 24. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Table of Contents 24 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 1. One Page Summary of the Digital Marketing Trend 2. Digital Marketing Trends to Watch in 2014 3. What Others Are Saying About Digital Marketing for 2014 4. Websites, Reports, and Additional Resources 5. Appendix
  • 25. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing – Selected Analyst Websites and Resources 25 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 • Aberdeen: Marketing • Booz&Co: Marketing / Booz Digital • eConsultancy: Website • Forrester: Marketing / Digital Marketing / CMO / Customer Experience / Customer Insights / Marketing Leadership / The Social Marketing Playbook • Gartner: Digital Marketing / Marketing Blog Posts / Digital Marketing Blog Posts • IDC: Marketing and 2014 CMO Predictions Webinar “Demand for digital media marketing services has set the vast and varied ecosystem of service providers on a collision course.” - IDC (link) “Results from the IDC CMO ROI Matrix clearly show that successful companies have high performing marketing organizations.” - IDC (link) Econsultancy: Digital marketing and ecommerce trends for 2014 by Econsultancy CEO Ashley Friedlein
  • 26. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing – Selected Media Websites and Resources 26 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 • AdAge: Digital Marketing • AdWeek: Digital marketing • Content Marketing Institute: Website • ComputerWorld: Digital Marketing • Digital Analytics Association • Digital marketign Association • Digital Marketing Magazine • Direct Marketing News • Edelman Digital: Website • Forbes: Marketing, CMO Network • Harvard Business Review: Digital Marketing / blogs tagged Marketing • Hub Magazine: CMO • MIT Sloan Management Review: Digital Marketing and Marketing • The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive • ZDNet: Digital marketing The Guardian - 50 media trends and predictions for 2014 AdWeek – Digital Marketing
  • 27. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing – Selected IT Vendor/Consultant Websites and Resources 27 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 • Accenture: Digital Marketing / CMO / Accenture Interactive • Altimeter: Search for Digital Marketing • Deloitte: Digital Marketing / CMO • IBM: Smarter Marketing and Enterprise Marketing Management and Digital Marketing / CMO and Digital Marketing Optimization and IBM Interactive and CMOs and CIOs • McKinsey: Digital Marketing, Digital Marketing Capability Center • Microsoft: Digital Marketing / CMO • Oracle: Digital Marketing / CMO • Razorfish: Website • SAP: Digital Marketing / CMO • SapientNitro: Website • SAS: Digital Marketing / CMO • Tata Consultancy Services: Digital Transformation Solutions • Wipro: Digital Marketing IBM – Digital Marketing Network Panel Video: Creating Value Building Trust with Content Marketing
  • 28. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing – Selected Social Media Sites and Searches 28 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 • Google Blog Search: Digital Marketing / CMO • Technorati Blog Tag Search: Marketing / CMO / “Digital marketing” • LinkedIn Group Search: “Digital marketing” / CMO • Google+ Communities Search: Digital Marketing / CMO • Pinterest Search: “Digital marketing” / Marketing / CMO / “Social media marketing” • Twitter Search #digitalmarketing / #Marketing / #CMO • Tumblr Search: Digital Marketing / CMO • YouTube: "Digital Marketing" and Digital Marketing Channels • YouTube: CMO and CMO Channels • Wikipedia: Digital Marketing and Chief Marketing Officer and Internet Marketing and Marketing Analytics Pinterest Search for Digital Marketing
  • 29. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing – Selected ibm.com Resources and Links 29 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 • Press Release: • IBM Launches Digital Marketing Network in the Cloud to Help Companies Improve Marketing Performance in Real-Time • IBM Interactive Named a Leader in Gartner Evaluation of Global Digital Marketing Agencies • IBM Unveils New Services to Accelerate Customer Engagement Efforts for CMOs, CIOs • Smarter Planet: Smarter Marketing • Software: Enterprise Marketing Management / Digital Marketing Optimization • IBM’s Digital Agency: IBM Interactive • CMO / CIO Leadership Exchange: THINK Marketing • IBM Customer Experience Lab • Global Business Services: • Marketing, Sales and Service • CMOs and CIOs • CMO Study • CMO Leadership and Innovation • Ibm.com Searches Digital Marketing / CMO Smarter Marketing Enterprise Marketing Management IBM Interactive
  • 30. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing – Selected IBM Social Media Venues 30 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 Linkedin Groups: Smarter Commerce 12 / CMO Study on LinkedIn / IBM EMM Connected Twitter: • @IBMInteractive • @IBMSmrtCommerce • @IBMEMM • @IBMSocialBiz • @IBMSmarterComms • @IBMDesign Twitter Hashtags #smartercommerce / #ibmemm Blog: Digital marketing Optimization and IBM Interactive Experience Facebook: Smarter Commerce IBM Interactive Pinterest: Smarter Commerce YouTube: Smarter Commerce / Enterprise Marketing Management IBM Actionable Digital Analytics – via IBMEMMChannel IBM Marketing Execs on Twitter • Jon Iwata, SVP, Marketing & Comm. @coastw • Ben Edwards, VP, Digital Marketing @BenEdw • John Kennedy, VP Marketing IBM GBS @johnlkennedy • Shaun Jones, VP Marketing Business Partners @IBMPartnerPlan
  • 31. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Digital Marketing – Selected Reports and Other Resources 31 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 • The State of Marketing, 2013, IBM • Global mobile statistics 2013, by MobiThinking • Content Marketing Playbook, by Content Marketing Institute • Recognize the Importance of Digital Marketing, Gartner • Agenda Overview for Digital Marketing Essentials, Gartner • Magic Quadrant for Global Digital Marketing Agencies, Gartner • Webinar: 2014 Predictions for Chief Marketing Officers, by IDC • The State of Digital Marketing for SMBs, by Vocus and Inc. • Digital Distress: What Keeps Marketers up at Night?, by Adobe • Big Data, Analytics, and the Future of Marketing & Sales - McKinsey • IBM Social Analytics: The Science behind Social Media Marketing, by IBM • Use Digital Marketing to Differentiate Yourself From Competitors, Gartner • Key Findings From U.S. Digital Marketing Spending Survey, 2013, Gartner • IDC Releases 2014 Predictions for Chief Marketing Officers, by IDC • The Emergence of Chief Digital Officers, MIT Sloan Management Review • Digital Marketing Landscape: The Power of Digital Experiences in 2014, by Demand Metric Research • Create Your Own Buzz: The Promise and Practice of Digital Marketing, by Booz & Co. • Marketing Science: From descriptive to prescriptive – IBM Center for Applied Insights • U.S. Digital Marketing Budgets Average 2.5 Percent of Company Revenue, by Gartner • Webinar Video: Current State of Data Driven Marketing An Inside View Webinar, by Teradata IBM: The State of Marketing 2013, IBM’s Global Survey of Marketers
  • 32. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Table of Contents 32 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014 1. One Page Summary of the Digital Marketing Trend 2. Digital Marketing Trends to Watch in 2014 3. What Others Are Saying About Digital Marketing for 2014 4. Websites, Reports, and Additional Resources 5. Appendix
  • 33. © 2014 IBM Corporation IBM Market Development & Insights Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution. Appendix: About The IBM HorizonWatch Community  HorizonWatch is an IBM internal community in place since January 2001  Our focus is on learning about and sharing our knowledge on emerging trends, business issues, and technologies so we can – Develop better strategies for the future – Help our customers develop better strategies for the future  For more on the internal IBM HorizonWatch Community send an email to Bill Chamberlin, IBM HorizonWatch Community Leader at whchamb@us.ibm.com 33 Digital Marketing: A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014

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