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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

A MORE DETAILED REPORT IS AVAILABLE: This is a Summary PDF Version of this Trend Report. A more detailed Powerpoint version of this deck is located at http://www.billchamberlin.com/reports-books/. The more detailed 40 page report has more information and resources for you, including a list of over 100 trend and prediction articles for 2014.

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

  • Contact: Bill Chamberlin, HorizonWatching Community Leader January 2014 Digital Marketing: Trends To Watch In 2014 A HorizonWatching Community Trend Report (Summary Version)
  • HorizonWatching Community About This Deliverable  Purpose: The slides provide information about the Digital Marketing a trend in 2014  This is a Summary Version of this Trend Report.  This file can be downloaded at http://www.slideshare.net/horizonwatching  A more detailed Powerpoint version of this deck is located at http://www.billchamberlin.com/reports-books/. The 40 page report has more information and resources for you, including a list of over 100 trend and prediction articles for 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. 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  For more information on Emerging Technology Trends, see the HorizonWatching blog Note: This presentation represents my own personal thoughts and ideas….not those of my employer. - Bill Chamberlin, http://www.billchamberlin.com/ 2 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Table of Contents 1. Digital Marketing Trends to Watch in 2014 2. What Others Are Saying About Digital Marketing for 2014 3. Additional Resources 3 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Table of Contents 1. Digital Marketing Trends to Watch in 2014 2. What Others Are Saying About Digital Marketing for 2014 3. Additional Resources 4 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Digital Marketing Trends to Watch in 2014 1. Digital Experience: Optimizing the cross-channel IDC: 2014 Predictions for Chief Marketing Officers 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. “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) 7. Content Marketing: All content must be compatible across all screens and distributed across all social, mobile, digital platforms. 5 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Digital Marketing Trends to Watch in 2014 (cont.) 8. Mobile Marketing: Marketers need to be Forbes: 2014 Digital Trends and Predictions 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. Access more 2014 Digital Marketing trend articles, blog posts and related information via the Horizonwatching Blog 12. Digital Skill Shortages: Marketing professionals continue to need training to fully leverage all the trends happening. 6 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Table of Contents 1. Digital Marketing Trends to Watch in 2014 2. What Others Are Saying About Digital Marketing for 2014 3. Additional Resources 7 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Digital Marketing budgets are expected to rise in 2014, continuing a trend we’ve seen the past few years. “Digital marketing budgets will rise by 10% in 2014 following a double-digit percentage increase the prior year” - Gartner (link) AdWeek: B2B Marketing Budgets Set to Rise 6% in 2014: Forrester “Enterprises overwhelmingly plan to continue investing in DX (Digital Experience) technologies, with a clear emphasis on multichannel delivery and analytics” Forrester (link) “Sixty-one percent of surveyed marketing execs expect the ratio of technology spend to marketing program spend to increase.” - Business Marketing Association (link) “Digital marketing techniques and underlying technologies are having a profound impact in marketing investment priorities, budgets, organizational structure, skills and processes.” - Gartner (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) 8 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Gartner says the shift to digital will transform marketing and sales processes over the next five years. Gartner: Digital Marketing Predicts 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 : 9 Jan 2014 Digital Marketing Predicts 2014 (Slide Deck) Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community IDC’s message is a little stronger. It is predicting a radical transformation of the Marketing function by 2020 “By 2020, the Marketing function in leading companies will be radically reshaped into three organizational "systems" - content, channels, and consumption (data).” - IDC (link) IDC Webinar: IDC Chief Marketing Officer (CMO) 2014 Predictions: IDC Press Release: Top Ten Predictions for Chief Marketing Officers 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.” 10 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community IBM’s State of Marketing 2013 Survey: Only 1 in 5 companies are truly leveraging technology to drive better customer experiences How Marketing is Taking Charge - IBM “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) 11 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community The transformation of marketing is challenging as it requires new strategies, new skills, and strong leadership “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) CMO.Com The Future Of Marketing: Data, Customer, Technology “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) “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) “Digital marketing technology, data analytics, social, customer experience management and revenue responsibilities have catapulted CMOs into a dramatically different role.” - Gartner (link) “Digital will require you to retool marketing processes, from market and product design through commerce.” - Gartner (link) 12 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community At the heart of the transformation must be a focus on improving the overall Customer Experience “Firms that are winning the customer experience race are aiming to provide their customers with consistent, personalized, and contextually relevant interactions across all touchpoints.” - 10 Challenges to Delivering a Unified Customer Experience - CriticalEye Forrester (link) “Successful companies will use technology to better engage customers as well as improve traditional marketing processes.” - Gartner (link) Engage customers by delivering personalized digital experiences - IBM Whitepaper available at InformationWeek “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) 13 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community The growth in mobile devices provides marketers with a whole new way to reach potential buyers …where ever they may be “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) 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) Mobile Marketing Association: UK Advisory Board 2014 Mobile Predictions “Mobile technology leaders are 2x more likely to experience revenue growth.” – IBM (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) 14 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs “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) “As websites, media and digital advertising become personalized, digital marketers are under pressure to apply more science to the art of marketing.” - Gartner (link) Marketing Science: From descriptive to prescriptive – IBM Center for Applied Insights IBM: Big Data & Analytics for Marketing “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) “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) 15 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement “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) 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) “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) “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) 16 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community In 2014, more emphasis will be placed on influencer and advocacy marketing, including identification and engagement programs. “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) “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 Huffington Post: 2014: The Year of the Brand Influencer WOMMA’s 2013 Influencer Guidebook (link) “Brands need to seek out influencers that can drive and create very small, yet loyal communities to advocate for their brand.” – Huffington Post (link) 17 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Table of Contents 1. Digital Marketing Trends to Watch in 2014 2. What Others Are Saying About Digital Marketing for 2014 3. Additional Resources 18 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Digital Marketing – Selected ibm.com Resources and Links • Press Release: Smarter Marketing • 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 Enterprise Marketing Management • IBM’s Digital Agency: IBM Interactive • CMO / CIO Leadership Exchange: THINK Marketing • IBM Customer Experience Lab • Global Business Services: • • • • IBM Interactive Marketing, Sales and Service CMOs and CIOs CMO Study CMO Leadership and Innovation • Ibm.com Searches Digital Marketing / CMO 19 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Digital Marketing – Selected IBM Social Media Venues Linkedin Groups: Smarter Commerce 12 / CMO Study on LinkedIn / IBM EMM Connected Twitter: IBM Actionable Digital Analytics – via IBMEMMChannel • @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 Marketing Execs on Twitter • • • • 20 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 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Access additional information on emerging technology trends via the Horizonwatching websites Other HorizonWatching Content and Community Sites – – – – – – – Linkedin Profile = www.linkedin.com/in/whchamb/ Wordpress = Horizonwatching – Thought Leadership Blog Tumblr = HorizonWatching – Quote Blog Twitter = HorizonWatching – 140 Character Blog Slideshare = HorizonWatching - Slide Decks Facebook = HorizonWatching – Community Page LinkedIn Group = HorizonWatching – Community Group Note: This presentation represents my thoughts and ideas….not those of my employer. Follow me for more technology trend information on my public blog - HorizonWatching at www.billchamberlin.com. Thanks, Bill Chamberlin 21 Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Other HorizonWatching Trend Reports are available for download A more detailed Powerpoint version of this deck is located at http://www.billchamberlin.com/reports-books/. It is a 40 page report is in Powerpoint format and has more information and resources for you, including a list of over 100 trend and prediction articles for 2014. Available for download at: http://www.billchamberlin.com/reports-books/ – Typically 20-30 pages (Powerpoint format). – All will be available by mid-February. For the current status of the availability of the reports, see Availability of HorizonWatching 2014 Trend Reports Contents of the Detailed Trend Reports 1. 2. 3. 4. 22 Trends to Watch (Important developments to watch in 2014) Trend Information (Market Opportunty, Growth Drivers, Adoption Challenges, Implications) Quotes: What Analysts and the Media is saying about the trend Lists of Websites and Resources • Analysts • Media Note: A summary of each of the • Selected IT vendor and consultant websites and resources detailed reports will also • Top Trend and Prediction Articles available in pdf format via the HorizonWatching account on • Social Media Sites & Searches Slideshare at • Selected Online Influencers http://www.slideshare.net/horizon • Selected white papers and other websites watching • List of 2014 Trend and Prediction Articles Jan 2014 Digital Marketing: A 2014 HorizonWatching Trend Report (Summary Version) © 2014 HorizonWatching Creative Commons Attribution License