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Digital Marketing: A 2013 HorizonWatching Trend Report

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The slides provide an overview on the Digital Marketing trend for HorizonWatching Community members. Summary information about the Digital Marketing trend is provided along with many links to ...

The slides provide an overview on the Digital Marketing trend for HorizonWatching Community members. Summary information about the Digital Marketing trend is provided along with many links to additional resources. 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.

Other HorizonWatching Trend Reports are available here on Slideshare. Follow my blog at www.billchamberlin.com for more information on emerging trends and technologies.

Note: This presentation represents my thoughts and ideas….not those of my employer. - Bill Chamberlin,

My LinkedIn Profile: : www.linkedin.com/in/whchamb

My Website: http://www.billchamberlin.com

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Digital Marketing:   A 2013 HorizonWatching Trend Report Digital Marketing: A 2013 HorizonWatching Trend Report Presentation Transcript

  • Contact: Bill Chamberlin, HorizonWatching Community LeaderJanuary 17, 2013Digital MarketingA 2013 HorizonWatching Trend Report
  • HorizonWatching CommunityAbout This Trend Report  Purpose: The slides provide an overview on the Analytics trend for HorizonWatching Community members  Content: Summary information about the Analytics trend is provided along with many links to additional resources. 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  Other HorizonWatching Trend Reports: Are announced/discussed on the HorizonWatching blog and slide decks are posted on the Horizonwatching channel on Slideshare  HorizonWatching Community: For more on the HorizonWatching community please see the appendix Note: This presentation represents my thoughts and ideas….not those of my employer. - Bill Chamberlin, whchamb@gmail.com2 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityDigital Technology is changing the profession of marketing and alsochanging the relationship between IT and Marketing. “The digital revolution has forever changed the balance of power between the customer and the organization, putting customers in charge of the relationship.” – IBM (link) “As corporate marketing campaigns become all-digital affairs, IT and marketing execs find themselves The Future of Marketing - IBM wrangling over territory.”- ComputerWorld (link)3 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityTop Trends in Digital Marketing for 2013 1. Advanced Analytics: Social, Customer, Mobile, Web 2. Influencer Marketing: Cultivating influencers into advocates 3. Content Marketing: Content designed to educate vs. sell 4. Blogging: Expect a resurgence in blogging with a focus on delivering thought leadership and education. 5. Mobile Marketing: Pilots should be over by now. Time to deploy apps that deliver business value across critical business processes. 6. Social Media Marketing: Pull in the reins, cleaning house, and re- focus on relationships 7. Video Marketing: Integrating Video into all Content Marketing efforts 8. Personalization: Driven by big data and advanced analytics 9. Digital Experience: Optimizing the cross-channel customer digital experiences 10. Digital Skill Shortages: Can you teach an old dog new tricks? 11. CMO / CIO Partnership: Redefining relationships and setting goals together4 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityDigital Marketing – Trend OverviewMarketing is being transformed by digital technologies. The digital revolution has foreverchanged the balance of power between the customer and the organization, putting customersin charge of the relationship.Drivers• New digital technologies, platforms, and capabilities• Consumerization = increased customer expectation / demands “The digital revolution• Indivduals want to be treated as individuals, not markets has forever changedInhibitors/Challenges the balance of power• Big data between the• Metrics, analytics, and ROI of the digital marketing programs individual and the• Allocation of budget to digital and finding the right marketing institution” - IBM (link)mix.• Unifying and integrating within digital and also with traditional.• Innovation in digital happens at lightening speed• Lack of qualified digital marketing technology professionalsImplications• 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 customersinto brand advocates5 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityMarketing teams are not yet capable of fully leveraging the digitaltransormation that is required 2012 CMO Tech Marketing Baraeter Study - IDC “The pace of decisions and deployments for marketing automation software and services is seen to be booming” - IDC (link) “Chief marketing officers are overwhelmed with data and the rise of social media.” - InformationWeek (link) “In general, IDC believes that most marketing organizations are not ready to deal with the complexity of marketing automation, from the standpoint of proficiency and maturity ” - IDC (link)6 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityGoing forward, CIO and CMO departments must have a strongpartnership with common goals and objectives CMOs and CIOs - IBM “Technology is rapidly remaking marketing departments, to the point where previously siloed corporate marketing campaigns are morphing into enterprise digital media projects that encompass -- or are even run by – IT”. - ComputerWorld (link) “As the power of technology grows, it is critically important for Chief Marketing Officers (CMOs) and Chief Information Officers (CIOs) to reconsider their partnership in shaping a new path for the enterprise.” - IBM (link) “This disconnect between CMOs and CIOs risks impeding the hard work companies are doing to improve their digital marketing.” InformationWeek (link) “As technology expands the way marketing is understood, led and practiced, opportunities are emerging for CMOs and CIOs to collaborate in new ways and transform their organizations to drive business growth.” - IBM (link)7 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityIBM’s ―From Stretched to Strengthened‖ contains insights from1,700 Chief Marketing Officer interviews From Stretched to Strengthened – Insights from the Global Chief “If CMOs are to understand and provide Marketing Officer Study - IBM value to empowered customers and citizens, they will have to concentrate on getting to know individuals as well as markets. They will also have to invest in new technologies and advanced analytics to get a better grasp of how individual customers behave.” - IBM (link) “The four most prominent challenges for CMOs are the data explosion, social media, proliferation of channels and devices, and shifting consumer demographics.” - IBM (link)8 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityThe trend in Content Marketing is to focus less on preparing contentthat will sell and more on content that will education. B2C Content Marketing 2013 Benchmarks “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” – Content Marketing Institute (link) B2B Content Marketing 2013 Benchmarks “Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non- interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.” – Content Marketing Institute (link)9 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunitySome Related Wikipedia Definitions “Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.” - Wikipedia (link) “Social media marketing refers to the process of gaining website traffic or attention through social media sites.” - Wikipedia (link) “Online marketing, also known as online advertisement, internet marketing, online marketing or e- marketing, is the marketing and promotion of products or services over the Internet..” - Wikipedia (link) “Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers..” - Wikipedia (link) “Influencer marketing, (also Influence Marketing) is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.” - Wikipedia (link)10 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityDigital Marketing – Selected Analyst Websites and Resources The Evolved CMO, 2012, - Forrester • Aberdeen: Marketing • Booz Allen: Marketing & Sales, Online Customers, Digital Marketing The CMO–CIO Connection • eConsultancy: Website • Forrester: Marketing and Marketing Blog Posts and Search Marketing and The Evolved CMO, 2012 • Gartner: Marketing Research and Marketing Blog Posts • IDC: Search for Marketing and 2012 CMO Tech Marketing Baraeter Study “Digital marketing has surpassed brand strategy and positioning, product or brand profitability, and pricing as the area in which senior marketers see the most need to increase their influence.” - Forrester Research / Heidrick & Struggles (link)11 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityDigital Marketing – Selected Media Websites and Resources • AdAge: Digital Marketing Follow The Money: Digital Marketing Trends For 2013 - Forbes • Content Marketing Institute: Website • ComputerWorld: Digital Marketing • BtoB Online: CMO CloseUp • Edelman Digital: Website • Forbes: Marketing, CMO Network • Harvard Business Review: Digital Marketing / Marketing • Hub Magazine: CMO • InformationWeek: Digital Marketing • MIT Sloan Management Review: Digital Marketing • ZDNet: Digital marketing 103 Digital Marketing Trends and Prediction Lists for 2013 - HorizonWatching12 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityDigital Marketing – Selected IT Vendor/Consultant Websites andResources IBM Interactive Agency - IBM• Accenture: Digital Marketing / CMO / AccentureInteractive• Altimeter: Search for Digital Marketing• Deloitte: Digital Marketing / CMO• IBM: Smarter Marketing and Enterprise MarketingManagement and Digital Marketing / CMO andDigital Marketing Optimization and IBM Interactiveand CMOs and CIOs• McKinsey: Digital Marketing, Digital MarketingCapability Center• Microsoft: Digital Marketing / CMO• Oracle: Digital Marketing / CMO• Razorfish: Website• SAP: Digital Marketing / CMO “Digital Influence is one of the hottest trends in• SapientNitro: Website social media, yet is• SAS: Digital Marketing / CMO largely misunderstood.” –• Tata Consultancy Services: Digital Transformation Altimeter Group (link)Solutions• Wipro: Digital 13 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityDigital Marketing – Selected Social Media Sites and Searches• Google Blog Search: Digital Marketing / CMO• Technorati Blog Tag Search: Marketing / CMO / Pinterest Search for Digital Marketing―Digital marketing‖• LinkedIn Group Search: ―Digital marketing‖ / CMO• Google+ Communities Search: Digital Marketing /CMO• Pinterest Search: ―Digital marketing‖ / Marketing /CMO• Twitter hashtag searches: #digitalmarketing/ #Marketing / #CMO• Tumblr Search: Digital Marketing / Marketing /CMO• YouTube: "Digital Marketing" and Digital MarketingChannels• YouTube: CMO and CMO Channels• Wikipedia: Digital Marketing and Chief MarketingOfficer and Internet Marketing14 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityDigital Marketing – Selected ibm.com Resources and Links Smarter Marketing • Press Release: IBM Unveils New Services to Accelerate Customer Engagement Efforts for CMOs, CIOs • Smarter Planet: Smarter Marketing • Software: Enterprise Marketing Management • Software: Digital Marketing Optimization • IBM’s Digital Agency: IBM Interactive Enterprise Marketing Management • CMO / CIO Leadership Exchange: THINK Marketing • Global Business Services: • Marketing, Sales and Service • CMOs and CIOs • CMO Study • CMO Leadership and Innovation IBM Interactive • Ibm.com Searches Digital Marketing / CMO 15 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching Community Digital Marketing – Selected IBM Social Media Venues Linkedin: • Smarter Commerce 12 IBM Actionable Digital • CMO Study on LinkedIn Analytics – via IBMEMMChannel • EMM Smart Cookies • Smarter Communications Twitter: • @IBMInteractive • @IBMSmrtCommerce • @IBMEMM • @EMMSmartCookies • @IBMSocialBiz • @IBMSmarterComms • @IBMDesign Twitter Hashtag #smartercommerce / #ibmemm Google+: IBM Smarter Commerce / IBM Interactive Blog: Smarter Marketing Facebook: Smarter Commerce IBM Interactive Pinterest: Smarter Commerce YouTube: Smarter Commerce / Enterprise MarketingManagement 16 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityDigital Marketing – Selected Other Websites and Resources• The Institute of Direct and Digital Marketing: Website• Direct Marketing Association: Website• The Chief Marketing Officer Journal: Website• American Marketing Institute: Website• Accelerating your Business Through Mobile Engagement, an IBM Video• From Stretched to Strengthened – Insights from the Global Chief Marketing Officer Study, ACMO C-Suite Study from IBM, Published September 2011, 72 pages• 2012 CMO Tech Marketing Baraeter Study, by IDC, published April 2012, 37 pages• Magic Quadrant for Global Digital Marketing Agencies, a Research Report by Gartner.com• The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy And Execution,Q1 2012, a Research report published by Forrester Research, February 2012, 7 pages• The Evolved CMO, 2012, A Joint research project by Rorrester Research and Heidrick &Struggles, Published xx, yy pages, Source:• CMO Study on LinkedIn, IBM Group on Linkedin• CMOs and CIOs – Acquaintances or allies?, An IBM Institute for Business Value C-SuiteStudy Executive Report, CMO C-Suite Study from IBM, Published October 2012, 20 pages17 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • HorizonWatching CommunityAppendix: About The HorizonWatching Community  Launched 2006: About HorizonWatching  Blog: Horizonwatching – Thought Leadership Blog  Tumblr Quote Blog = HorizonWatching  Twitter = HorizonWatching  Slideshare = HorizonWatching (an external version of this deck will be posted here)  Facebook = HorizonWatching  LinkedIn Community = HorizonWatching18 January 17, 2013 Digital Marketing: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License