10 TRENDS FOR 2014
10 TRENDS FOR 2014
• Brands need to organise themselves for the real world
• Because of this, we have been producing trend...
2013’S TRENDS
It’s a given that lots of things will continue to grow – including web access, mobile
usage, ecommerce, and ...
10 TRENDS FOR 2014
1. Smart Devices
2. Push Notifications
3. Bluetooth Beacons
4. Frictionless Payments
5. Location & Loca...
SMART DEVICES
• With the advent of Google glass, smart watches, and technology embedded into
items like cars and fridges, ...
SMART DEVICES
• There are already lots of wearable computing devices, primarily for health and
fitness, including Nike Fue...
SMART DEVICES
• Cars are also getting advanced computers. In 2014 the first cars that connect to 4G
will launch, and this ...
IMPLICATIONS FOR BRANDS
• What all of these devices have in common is personalisation, and brands need to
offer more perso...
PUSH NOTIFICATIONS
• This personalisation will bring a new sort of push notification
• More services are how using push no...
PUSH NOTIFICATIONS
• Foursquare uses push notifications to give people advice of what to do where they
are, and where to g...
PUSH NOTIFICATIONS
• Twitter has been experimenting with alerts in direct messages to opted-in users:
• Event Parrot sends...
IMPLICATIONS FOR BRANDS
• The move from pull to push is part of a wider issue of dealing with clutter in the
newsfeed, and...
BLUETOOTH BEACONS
• One place we’re likely to see more notifications is in-
store
• Both Apple and PayPal are testing tech...
BLUETOOTH BEACONS
• iBeacons are currently being tested in Macy’s, in an integration with the Shopkick
app
• The iBeacons ...
BLUETOOTH BEACONS
• PayPal has a trial using Beacons to recognise app users when they enter a store,
direct to different a...
IMPLICATIONS FOR BRANDS
• Beacons have the potential to change retail
• Think about how they can be used to improve the sh...
FRICTIONLESS PAYMENTS
• Just as Beacons could make shopping easier, making payments could also be easier
• Facebook popula...
FRICTIONLESS PAYMENTS
• In China the messaging app WeChat lets you send money to in a message to
merchants on the 51Buy si...
FRICTIONLESS PAYMENTS
• Twitter now uses ‘cards’ – an expandable area of the tweet – to offer enhanced
functions
• Current...
IMPLICATIONS FOR BRANDS
• Be ready for the commercial opportunities of selling to people directly through
messaging and so...
LOCATION & LOCAL
• Location is one of the most important aspects of a consumer’s context
• Location is also one of the few...
LOCATION & LOCAL
• Mobile advertising is becoming locally targeted with more precision
• A key benefit of mobile was alway...
LOCATION & LOCAL
• Local marketing is likely to become more common for both local and national
businesses
• Facebook has t...
IMPLICATIONS FOR BRANDS
• Get ready for a more location-based world, and think about how you can use this
context in targe...
DELIVERIES
• The main convenience of high street retail over ecommerce is the ability to get the
goods immediately
• Many ...
DELIVERIES
• Even if we discount the ‘Prime Air’ / ‘Drone’ story as a stunt, Amazon is still very
active in pushing rapid ...
DELIVERIES
• Many other sectors now offer same day delivery, including fashion, white goods, and
food
• Same hour delivery...
IMPLICATIONS FOR BRANDS
• Brands need to be focussed on the immediacy demanded by customers
• Life is getting faster, and ...
HEALTH
• Rising health costs are going to increase the drive to digital solutions, both in
preventative self-monitoring, a...
HEALTH
• There are many ways in which technology can help the
healthcare industry and practitioners
• Pioneers in 3D print...
HEALTH
• The other areas is in preventative medicine, and self analysis
• Ginger.io analyses big data in health to unlock ...
IMPLICATIONS FOR BRANDS
• This is not just an area for brands concerned with wellness and health
• Any brands concerned wi...
ACTIONABLE INTELLIGENCE
• Social platforms now have lots of information on their members over a number of
years but the me...
ACTIONABLE INTELLIGENCE
• Lots of stories are emerging about what you can tell from social media data
• Each tweet contain...
ACTIONABLE INTELLIGENCE
• Recent acquisitions – Twitter and Trendrr, Facebook and Onavo, Apple and Topsy -
show how seriou...
IMPLICATIONS FOR BRANDS
• Take measurement seriously, and think about it creatively
• Think about what data can be mined f...
POLARISATION
• Over the next year we’re going to see a rising polarisation in a number of areas,
including
• High end tabl...
POLARISATION
• There is a polarisation in technology that is defined
by the users
• In the next 3 years there are likely t...
POLARISATION
• There is also a polarisation in content, based on contexts like the time available
• In news content we’re ...
IMPLICATIONS FOR BRANDS
• It’s a case of balance – in each of the polarisations decide which end you should be
nearest to,...
BORROWED FORMATS
• The growth of video content and video advertising has led to a large scale borrowing
of formats from ot...
BORROWED FORMATS
• The movie Carrie was marketed with a 2 minute video showing a hidden camera stunt
in a New York coffee ...
BORROWED FORMATS
• DIY chain Lowe’s has produced a series of ‘Top Tips’ as 6 second Vine films, covering
lots of common ‘f...
IMPLICATIONS FOR BRANDS
• Think of other popular formats from TV and newspapers that could make good brand
films –
• ‘Faki...
2104consumer
THE
Roel Naessens,
Head of Retail & Travel
Google Belgium
changing
The world around us is
reasons
Three main
100%
of BE is likely to
have 4G coverage
by the end of 2014¹
SPEED
Source: ¹http://nieuws.vtm.be/binnenland/67732-4g-voor-...
THE HAPPIEST
CONSUMERS
IN
THE ROOM?
ACCESSibility
€200
The price of an advanced
smartphone has fallen to
51%
of BE population
researches online before
purchasing
INFORMATION
Source: IAB Consumer Barometer 2012
Today’s consumer
is …
different
1
2
3
4
5
CONNECTED
Today’s consumer is
EMPOWERED
Today’s consumer is
SAVVY
Today’s consumer is
BUSY
Today’s
consumer is
E...
CONNECTED
Today’s
consumer is
WHENEVER,
WHEREVER
57%
50%
44%
of Belgians bought goods
or services online in 2013
Of Belgians access the
internet via mob...
85%
60%
50%
will have a
smartphone
will have a tablet
ACROSS ALL
SCREENS
of BE
population
wil be online
By the end of 2014...
KEEPING UP
WITH THE
CONSUMER
In this age of multi-device usage,
we thought consumers would find
it useful if they could qu...
EMPOWERED
Today’s
consumer is
CHOICE &
CONTROL
36% of Video revenue in BE via
video on demand
4 in 10 BE households have
“Connectable” TVs
Source: http:...
KEEPING UP
WITH THE
CONSUMER
Chromecast
The easiest way to enjoy online video and
music on your TV
SAVVY
Today’s
consumer is
More sites,
More
SEARCHES
Before making a purchase, today’s
consumer spends up to:
27 days
and
3:17 hours
across
22 sites
Building a better shopping experience
by making it easier to:
KEEPING UP
WITH THE
CONSUMER
research purchases,
compare pro...
Social Endorsements
By creating a Google+ page and
enabling social extensions,
Connections’s search ads became
instantly m...
BUSY
Today’s
consumer is
TIME
PRESSURED
Today’s customer is constantly on the Go.
Consumers will take more measures to
save time:
90%
53%
40%
will ...
Providing the right information at
the right time; a great tool for
busy consumers.
Organising the things they need to
kno...
YOUTUBE is the 2nd
largest Search Engine after Google
Screens are not made to
Read but to Watch
+70% of the Global
Consume...
Tesco launched a virtual supermarket
at Gatwick airport allowing busy
consumers to make efficient use of
their downtime so...
5EXPECTATIONS
Today’s consumer has high
SIMPLY
THE BEST
Today’s consumers want the best of
everything from...
WEBSITE SPEEDS
to
CUSTOMER CENTRICITY
For the high expectation consumer,
we recognise that it is important that
technology should be able to solve
problems like...
For the high expectation consumer,
we recognise that it is important that
technology should be able to deliver
information...
Opportunity
Every change leads to an
Google Solutions - anno 1997
Google’s Solutions - anno 2013
Google Confidential and Proprietary
"Google is not a conventionalcompany. We do not intend tobecome one. Throughout Google...
Google confidential
1. “Put the User First
And the Rest will Follow…”
Google confidential
2008
T-Mobile G1
Android
activations
in millions
2013
Nexus 5
100
250
500
750
1000
2011 2013
2.Think B...
Google confidential
2007 2009 2010 2011
5.Never Fail to Fail
Google confidential
6.Innovate Fast
Google confidential
60%of Digital advertising is now
bought programmatically (real-
time, automated, biddable)
‘‘The abili...
Google confidential
It’s still Early Morning
on the Web!http://www.wallpaperup.com
Google Search: Reunion (Youtube)
7 KEY MARKETING
TRENDS FOR 2014
AND TACTICS FOR THRIVING
IN THE NEW YEAR
PAGE 2
CONTENTS
TREND
1
TREND
2
TREND
3
TREND
4
Abandonment
Remarketing
Moves Up the
Funnel................4
TREND
5
TREND...
PAGE 3
7 KEY MARKETING TRENDS FOR 2014 –
AND TACTICS FOR THRIVING IN THE NEW YEAR
Last year, Silverpop declared 2013 the y...
PAGE 4
In 2013, cart abandonment
remarketing crossed the chasm
and became a mainstream tactic
for retailers and ecommerce ...
PAGE 5
If you’re like most marketers, you’ve
been focused on online acquisitions
and database building: optimizingWeb
form...
PAGE 6
Today’s mobile, social and
Web-savvy buyers favor a
personalized experience. But if
the data you have on a contact ...
PAGE 7
If you’re among the millions of
people who visit Amazon and Netflix’s
websites, you know they’ve set the bar
high f...
PAGE 8
Knowing where your customers
are is an immensely powerful
part of delivering the right
message at the right time. I...
PAGE 9
Does a lack of email clicks for two,
four or six months signal trouble? If a
customer abandons a product on your pa...
PAGE 10
Marketing has always been the
bridge that connects businesses
and customers, but in the past the
emphasis was on c...
PAGE 11
INDUSTRY INFLUENCER
Marketers Take Testing
to New Levels
Andrew Kordek, Co-founder,
Trendline Interactive
As most ...
PAGE 12
SILVERPOPCLIENT
Marketing Silos Continue
to Dissolve
Zachary Notes,
Organic Search Analyst,
UnCommon Goods
In 2014...
PAGE 13
TWEET THIS!
ReadingSilverpop’s
“7 Key MarketingTrends
for 2014 – andTactics for
Thriving in the NewYear”
In 2014, ...
Digital	
  Marke,ng	
  Trend	
Engagement	
  First	
  Inc.
Web	
  Marke,ng	
  Key	
  Words	
  	
1.  Smart	
  device	
  first(inc.	
  Mobile	
  Applica,on)	
  
2.  Social	
  media	
  ...
Web	
  Marke,ng	
  Trend	
1.  Reach	
  →	
  Engagement	
  
2.  Integrate	
  →	
  Connect	
  
3.  360°	
  →	
  365	
  days	...
Story	
  Telling	
  
Video	
  Marke,ng	
  
GE	
Story	
  Telling	
  
Community	
  
Coca-­‐cola	
  Jurney
Social	
  Media	
  Integra,on(	
  Social	
  Web)	
  
Gamifica,on	
  
Community	
  
Pepsi
Community	
  
Social	
  CRM	
  
My	
  Starbucks	
  Idea	
Story	
  Telling	
  
Delta
8
In partnership with the Health Experience Project, GSW has
expanded its fourth-annual trends report to include a broader
l...
2014 TRENDS
Do you ever get the feeling that healthcare and people
are just missing each other? Healthcare is full of “do ...
Abigail Schmelzer 

Alex Bragg

Alex Brock 

Amanda Joly 

Bruce Rooke 

Eduardo Menendez

Jason Sankey

Jeffrey Giermek

...
In Short
Today, what’s uber popular in one group is
likely to go virtually unnoticed by others.
YOU’LL
NEVER
BE “NORMAL”
A...
In Short
Today, what’s uber popular in one group is
likely to go virtually unnoticed by others.
YOU’LL
NEVER
BE “NORMAL”
A...
With nearly limitless options in 

consumption, our individual 

experiences of “normal” tend to 

diverge dramatically fr...
With nearly limitless options in 

consumption, our individual 

experiences of “normal” tend to 

diverge dramatically fr...
With nearly limitless options in 

consumption, our individual 

experiences of “normal” tend to 

diverge dramatically fr...
In Short
Twenty-four-seven entertainment on as
many screens as we can hold.
AND, 

NOT

INSTEAD
2.
Our headline in the history books
just might be “The Great Media
Binge.” Advances in technology have
created so many new t...
Our headline in the history books
just might be “The Great Media
Binge.” Advances in technology have
created so many new t...
Our headline in the history books
just might be “The Great Media
Binge.” Advances in technology have
created so many new t...
The new cocktail party question–“What are you binge watching?” Netflix,
Amazon.com, Hulu and others have given viewers the...
In Short
You’re a narcissist. You’re a luddite. Look at my baby.
I’m tired of your baby. Oooh, the great debate of 

priva...
We’re increasingly experiencing our lives
through the lenses of our outstretched
camera phones. Not to save it – but to
sh...
We’re increasingly experiencing our lives
through the lenses of our outstretched
camera phones. Not to save it – but to
sh...
In Short
The best way to end an argument?
Google it.
TALK 

TO 

THE 

HANDHELD
4.
Our smartphones have set an expectation for
instant gratification. We can get sports scores,
dinner reservations, and answ...
Our smartphones have set an expectation for
instant gratification. We can get sports scores,
dinner reservations, and answ...
In Short
In this new age of sincerity, people expect companies
to get real.
GET
WITH
THE
WABI-SABI
5.
It’s difficult to disappoint a cynic. They already expect the worst in
people and situations, so reality rarely lets them ...
People will be more attracted
and loyal to brands that have
a little wabi-sabi.
It’s the flaws that make some-
thing desir...
In Short
Comparative data is the new context that drives our
sense of failure or accomplishment.
IT’S ALL 

ABOUT 

BEATIN...
Adult life, it turns out, is full of lots of things
you should do. But what do people like you
actually do?
Expectation Ex...
Adult life, it turns out, is full of lots of things
you should do. But what do people like you
actually do?
Expectation Ex...
In Short
In the world of constant partial attention, eye contact
is the next human connection to be left behind.
THE
END O...
Typical Required
Between staring at computers during the work day
and regularly gazing down at our phones, people
are spen...
Typical Required
Between staring at computers during the work day
and regularly gazing down at our phones, people
are spen...
In Short
Traditional education is being challenged by
people who believe what you know is way more
important than how you ...
50.2% of schools
are adding a MOOC
50%
37%
37% of schools

already have a MOOC
In our changing economy where
you can get i...
50.2% of schools
are adding a MOOC
50%
37%
37% of schools

already have a MOOC
In our changing economy where
you can get i...
50.2% of schools
are adding a MOOC
50%
37%
37% of schools

already have a MOOC
In our changing economy where
you can get i...
2.5 million have participated in a MOOC since 2011. They’ve taken on the voluntary homework for learning
without limitatio...
2.5 million have participated in a MOOC since 2011. They’ve taken on the voluntary homework for learning
without limitatio...
Sources

U.S. Census, 2010, ESA, 2013, Pew Research 2013, Motorola, 2013,
Reevoo.com, January 2012, MyLife.com 2013, Quant...
Social Media Trends 2014
First - 2013
@cedricspeak
University of Massachusetts Dartmouth Center for Marketing Research
Social Media usage has surged
@cedricspeak
@cedricspeak
@cedricspeak
THE STATE OF SOCIAL MEDIA TODAY
60%
believe that roles &
responsibilities around
social are well defined
52%
...
@cedricspeak
Updates to Platforms
• The past year has been filled with
updates and new changes to some of
the most used so...
2014
@cedricspeak
Greater Social
Platform Diversity
The Rise of Micro-
videos
Increased Use of
Image-Based
Content
Paid Social ...
Greater Social Platform Diversity
@cedricspeak
What has happened?
 New social platforms have emerged in 2013 that have made for surprising
marketing effort...
@cedricspeak
Smaller platforms becoming mainstream
@cedricspeak
Even B2B marketers are diversifying
@cedricspeak
 They provide marketers with
new content creation options
that can be used to further
engage and build audie...
@cedricspeak
The Rise of Micro-Videos
@cedricspeak
@cedricspeak
How did it happen?
 Twitter started the wave when they launch Vine, but Instagram’s
update to support videos...
@cedricspeak
Micro-videostars are the new influencers
 Early adopters of Vine and Instagram
videos have become stars in t...
@cedricspeak
What are brands doing on Vine?
SEPHORA: https://vine.co/v/bY2nHIBJbWT PUMA: https://vine.co/v/bltq3WEpjlT
FCU...
@cedricspeak
What are brands doing on Instagram?
KATE SPADE: http://instagram.com/p/ayieibgeAs/# LULULEMON: http://instagr...
Image-Based Content Will Rule
@cedricspeak
New use of images on social platforms
 Instagram rolled out its first ever
ad on it’s platform to its US use...
@cedricspeak
Twitter now looks like this
 Tweets used to be line after line
of texts
 Users will now see images
directly...
@cedricspeak
What does this mean to the marketer?
 Creating good image content is now becoming more important than
ever w...
@cedricspeak
Snapchat marketing will gain popularity
 Snapchat is the hot mobile app that sends out messages (text, photo...
@cedricspeak
ASOS sent followers surprise discounts
@cedricspeak
16Handles also sent instant discounts
Increased Importance of Social ROI
@cedricspeak
Why should you monitor social ROI?
 Marketers will increasingly need
to know what metrics to measure
in orde...
@cedricspeak
Where social stands in the sales funnel
• Social media sparks conversations with potential customers much ear...
@cedricspeak
Business Outcome
Increase sales and
develop a youthful
positioning
Social Media Outcome
Clarks as a trendy
br...
@cedricspeak
Content Strategy
Content Strategy involved
trendy images showing a
youthful and trendy side to
Clarks. The ta...
@cedricspeak
Business Outcome
Increase sales &
drive market-share
for Travellershield
during critical pre-
Summer period
S...
@cedricspeak
Content Strategy
The social media effort is
clearly aimed at increasing
online sales through direct
customer ...
Paid Social Goes Mainstream
@cedricspeak
Paid Media now accounts for
over 16% of all online spends.
Not limited to social
campaigns
@cedricspeak
Here’s the first ad on Instagram
@cedricspeak
This ad proved more cost
effective than other forms
of media in terms of
response and reach
Rise of Mobile
@cedricspeak
@cedricspeak
Use of Omni-Channel Marketing
@cedricspeak
What is this omni-channel marketing?
@cedricspeak
What powered this shift?
• The lines between offline and online shopping experiences have been
blurring
@cedricspeak
What powered this shift?
• Roughly 3 in 4 consumers
research online after seeing an
offline ad
@cedricspeak
What does this mean for marketers?
• Marketers need to diversify their
approach to awareness with the
use of ...
Summary
•Social Media becomes mainstream
•Newer platforms to be taken note of
•Integrate from the Start – Not an add on
•M...
Combined Presentations: Digital marketing trends 2014 , social media trends, consumer trends, ecommerce trends 2014
Combined Presentations: Digital marketing trends 2014 , social media trends, consumer trends, ecommerce trends 2014
Upcoming SlideShare
Loading in …5
×

Combined Presentations: Digital marketing trends 2014 , social media trends, consumer trends, ecommerce trends 2014

6,320 views
6,157 views

Published on

A file with 8 presentations about Digital marketing trends, social media trends 2014, consumer trends 2014 and ecommerce trends for 2014. Thanks to the creators of these presentations. I only combined them for easy reference. Happy new year!

Published in: Technology, Business

Combined Presentations: Digital marketing trends 2014 , social media trends, consumer trends, ecommerce trends 2014

  1. 1. 10 TRENDS FOR 2014
  2. 2. 10 TRENDS FOR 2014 • Brands need to organise themselves for the real world • Because of this, we have been producing trends for clients for the past few years • Nothing changes on New Year’s Day; all of these trends are already happening, but will grow significantly over the next 12 months, having a greater impact than in the previous twelve • We highlight what the trends are, why they are growing, key illustrative examples, and implications for brands, rooted in what we have observed this year • These are trends, not ‘the trends’. There are lots of things happening, and we hope we have chosen some the most interesting
  3. 3. 2013’S TRENDS It’s a given that lots of things will continue to grow – including web access, mobile usage, ecommerce, and online video viewing Last year we also highlighted trends including: 1. ‘Makers’ and the rise of 3D printing 2. Online to Offline, or online brands in physical spaces 3. Digital Scarcity – Charging more by limiting supply 4. Acquisitions – Start-ups selling out 5. The Wow Factor – Amazing stunts On to this year’s list:
  4. 4. 10 TRENDS FOR 2014 1. Smart Devices 2. Push Notifications 3. Bluetooth Beacons 4. Frictionless Payments 5. Location & Local 6. Deliveries 7. Health 8. Actionable Intelligence 9. Polarisation 10.Borrowed Formats
  5. 5. SMART DEVICES • With the advent of Google glass, smart watches, and technology embedded into items like cars and fridges, we’re now at the 6th wave of computing – smart devices • The first five waves have been mainframes, minicomputers, workstations, PCs, and mobiles with cloud computing; the 6th wave technology embedded into other devices, often with voice controls • Many are more personal devices, built around the idea of the ‘quantifiable self’ while others are in homes or in cars, but all are personalised
  6. 6. SMART DEVICES • There are already lots of wearable computing devices, primarily for health and fitness, including Nike Fuelband and adidas miCoach • 2.3m wearable devices like these were sold in China in 2012, and new products on the market include a watch for pregnant women that tracks health data • Samsung launched their Galaxy Gear smartwatch in September 2013, and while it’s had mixed reviews – and a 30% return rate – more watches are sure to follow, including one from Apple • Google Glass is likely to launch in 2014, after nearly a year of field tests, and already apps have been developed for it, including music listening apps, and one to allow people to take photos by blinking
  7. 7. SMART DEVICES • Cars are also getting advanced computers. In 2014 the first cars that connect to 4G will launch, and this will allow much faster connection for apps that can help with navigation, entertainment, safety, parking payment, and more • Houses will get smart too – the Nest Thermostat, created by a former Apple VP, tracks the temperature in your house, and automatically adjusts it by learning from your behaviour • There is a huge potential for devices to be operated from other platforms – which is where services like IFTTT (If This, Then That – a service that triggers events based on your social media accounts) come in
  8. 8. IMPLICATIONS FOR BRANDS • What all of these devices have in common is personalisation, and brands need to offer more personalised experiences • Decide where you fit with technology that is embedded into personal, automotive or household devices • Can current apps or content be adapted, or are there new opportunities? How will they fit into the new ecosystems?
  9. 9. PUSH NOTIFICATIONS • This personalisation will bring a new sort of push notification • More services are how using push notifications to communicate with their users, but in a smarter, more useful, and less intrusive way than before, particularly around maps and recommendations • Push notifications are one way to cut through the clutter of newsfeeds, especially with mobile, and even twitter is experimenting with them
  10. 10. PUSH NOTIFICATIONS • Foursquare uses push notifications to give people advice of what to do where they are, and where to go next • Google is also pushing reminders out across platforms – for example if you tell your Nexus 7, “OK Google. Remind me to buy olive oil at Safeway,” when you walk into the store with your iPhone, you’ll get a reminder.
  11. 11. PUSH NOTIFICATIONS • Twitter has been experimenting with alerts in direct messages to opted-in users: • Event Parrot sends you alerts when very newsworthy things happen • Twitter has also introduced a service to allow emergency services to send out alerts in time of disaster – the messages will appear as SMSs, and also in the timeline with an orange bell icon
  12. 12. IMPLICATIONS FOR BRANDS • The move from pull to push is part of a wider issue of dealing with clutter in the newsfeed, and in life • Brands should think about how to let the right customers know about the messages that are most important to them – and this might be in alerts (for people who opt in) or by other means • Is yours the sort of brand that people would want (or accept) a notification from? • But beware of using alerts too often, or too regularly
  13. 13. BLUETOOTH BEACONS • One place we’re likely to see more notifications is in- store • Both Apple and PayPal are testing technologies that use Bluetooth to communicate with smartphones within buildings • Apple is currently trialling what it calls iBeacons – a way of sending messages to iPhones that can include coupons, information and potentially lead to in-store mobile payments, in a way that could link physical purchases back to ad exposure • PayPal is currently testing a Bluetooth-based payment system that recognises shoppers with the PayPal app when they enter stores
  14. 14. BLUETOOTH BEACONS • iBeacons are currently being tested in Macy’s, in an integration with the Shopkick app • The iBeacons will recognise that a Shopkick user has entered the store, and can then send information, discounts and more • The single source tracking within iOS could potentially track exposure to advertising, and correlate that with purchases, if paid using the same iPhone, and also provide lots of retail analytics • It could also be used as a reversal of ‘showrooming’ people who research products online could then be quickly guided to the right part of a store to make a purchase
  15. 15. BLUETOOTH BEACONS • PayPal has a trial using Beacons to recognise app users when they enter a store, direct to different areas, and simplify the payment process • It can also be used in restaurants, for example to identify people with reservations as they enter • Again, this will provide a lot of valuable data on how people transact in physical stores
  16. 16. IMPLICATIONS FOR BRANDS • Beacons have the potential to change retail • Think about how they can be used to improve the shopping experience, and also what you will need to do to take advantage of the new sorts of analytics • Remember that Beacons don’t need to be in the same place all the time – they can more around, and so be used for location-based ideas, like treasure hunts
  17. 17. FRICTIONLESS PAYMENTS • Just as Beacons could make shopping easier, making payments could also be easier • Facebook popularised the term ‘frictionless sharing’ to describe making sharing (news articles, links, music) much more easy in 2011 • Over the next 12 months we’re likely to see a rise of ‘frictionless payments’ – that is, making payments between people and companies much easier over social networks and messaging platforms* * Assuming that it’s not bogged down in different competing standards, like other mobile payments have been..
  18. 18. FRICTIONLESS PAYMENTS • In China the messaging app WeChat lets you send money to in a message to merchants on the 51Buy site • In November 2013 Xaoimi sold 150,000 smartphones in less than 10 minutes on WeChat, with all the payment done by messaging • In the US, Square Cash enables customers to send cash to friends through email • In the UK, Barclays’ Pingit lets people send money by phone to friends & businesses • Amazon is rolling out a ‘Pay with Amazon’ button for people to embed on their sites, and PayPal has launched ‘Login with PayPal’ that will allow something similar
  19. 19. FRICTIONLESS PAYMENTS • Twitter now uses ‘cards’ – an expandable area of the tweet – to offer enhanced functions • Currently this includes videos, summaries of web sites, and also the ability to sign to databases with one click, by populating a sign-up form • However this could also be expanded to include payment. You can imagine buying items within a tweet – this could work particularly well for concert tickets • In the US Starbucks created a programme letting people send credits for coffees to each other via Twitter – and generated $180,000 in 6 weeks
  20. 20. IMPLICATIONS FOR BRANDS • Be ready for the commercial opportunities of selling to people directly through messaging and social networks through one-click buying • Are your followers ready to spend money with your brand? • What could you sell?
  21. 21. LOCATION & LOCAL • Location is one of the most important aspects of a consumer’s context • Location is also one of the few areas in media and technology that doesn’t have a dominant player • While all of the major technology companies are now actively incorporating and asking for location information, for example Google, Facebook and Twitter, there is no one dominant service for ‘location’ and as a result there is a huge land grab taking place both for services to target ads based on location, and also to provide local services
  22. 22. LOCATION & LOCAL • Mobile advertising is becoming locally targeted with more precision • A key benefit of mobile was always said to be location – the phone moves with you – and local mobile advertising will grown fast, especially if Facebook and Twitter start to offer tight targeting • In the US the geo-targeted mobile network xAd now lets you re-target ads to people exposed to a brand’s billboards via a partnership with outdoor agency Posterscope
  23. 23. LOCATION & LOCAL • Local marketing is likely to become more common for both local and national businesses • Facebook has the potential to be very big in local marketing – it has local businesses, and very high reach • New companies are also in the space, from ‘local Groupon’ style apps like yplan, to local sharing apps, to local social networks like NextDoor, to Placed, which tracks in- store analytics
  24. 24. IMPLICATIONS FOR BRANDS • Get ready for a more location-based world, and think about how you can use this context in targeting both ads and content • Think of location as another targeting criteria, and also be aware of local differences • As with everything around targeting, respect users’ privacy and make sure that you are not using data in an intrusive way
  25. 25. DELIVERIES • The main convenience of high street retail over ecommerce is the ability to get the goods immediately • Many online retailers are now experimenting with same day, and in some cases same hour delivery in local areas, or ways to make deliveries more convenient
  26. 26. DELIVERIES • Even if we discount the ‘Prime Air’ / ‘Drone’ story as a stunt, Amazon is still very active in pushing rapid deliveries in key areas, including evening deliveries on the day of order, and Sunday deliveries in to Prime members • eBay has bought Shutl, the same day delivery company, and also signed a deal for click and collect at other physical stores. eBay Now offers delivery ‘in about an hour’ in some US cities • Google is testing ‘Shopping Express’ in San Francisco, delivering from stores in Toyota Priuses (& don’t forget they are working on a self-driving car…)
  27. 27. DELIVERIES • Many other sectors now offer same day delivery, including fashion, white goods, and food • Same hour delivery is also possible – for example designer label Kate Spade’s pop-up shop in New York offered same hour delivery to people in the local area (just go to a café…) with payment on receipt • In China 51 Buy is reportedly thinking about offering two hour delivery • There are also companies like Collect Plus, who deliver and collect from a number of intermediaries, for example shops that are open early and late • & don’t forget crowd sourced delivery – Deliv is a company that has raised money to implement this idea
  28. 28. IMPLICATIONS FOR BRANDS • Brands need to be focussed on the immediacy demanded by customers • Life is getting faster, and people expect faster and more convenient service offline and online • Is someone offering a worse product, but managing the delivery and local fulfilment better?
  29. 29. HEALTH • Rising health costs are going to increase the drive to digital solutions, both in preventative self-monitoring, and in access to healthcare professionals • Healthcare is one of the sectors most often cited as ‘ripe for disruption’ and a glance at the new companies in the space shows the sort of disruption that is likely • These can be broken down into things that will make health provision easier, and tools for allowing people to track and diagnose themselves
  30. 30. HEALTH • There are many ways in which technology can help the healthcare industry and practitioners • Pioneers in 3D printing are now printing medicines and artificial organs • Apple’s App Store now features a dedicated section for healthcare professionals • In the developing world apps give healthcare practitioners the information they need, where the need it – for example PEEK (short for "Portable Eye Examination Kit") lets doctors analyse people to cataracts in remote parts of the world • Technology also can manage access to doctors – for example remote consultations or access to more services out of normal surgery hours
  31. 31. HEALTH • The other areas is in preventative medicine, and self analysis • Ginger.io analyses big data in health to unlock patterns and improve healthcare • The Scanadu Scout app reads your vital signs, and tracks them over time • SkinKeeper lets patients monitor their moles over time and then send the information to doctors • The LadyTimer helps women track and predict menstrual cycles • Many others track calories and nutrition, for example Daly Carb
  32. 32. IMPLICATIONS FOR BRANDS • This is not just an area for brands concerned with wellness and health • Any brands concerned with food, drink, or event who have a trusted voice with men, women or children could play a relevant part in these developments
  33. 33. ACTIONABLE INTELLIGENCE • Social platforms now have lots of information on their members over a number of years but the meaningful use of this data is only just starting • Many services that let you sign up via Facebook – for example airbnb – can use this data to perform sophisticated forms of credit & character checks, based on non- financial factors, like the number of friends, frequency of posting and so on, based on past customer data • (People who register via Facebook are already shown to be more valuable customers for some services)
  34. 34. ACTIONABLE INTELLIGENCE • Lots of stories are emerging about what you can tell from social media data • Each tweet contains 31 publicly documented data fields – followers, likes, re-tweets, time, location and more – which if analysed could give lots of insights • Researchers at Facebook and Cornell University were able to predict a relationship break-up 60 days in advance from changes in behaviour on the site
  35. 35. ACTIONABLE INTELLIGENCE • Recent acquisitions – Twitter and Trendrr, Facebook and Onavo, Apple and Topsy - show how seriously the big companies are taking measurement, and exclusive access to data • Twitter is actively working with companies to link their data to TV data, to find correlations, and provide data on how ads are amplified
  36. 36. IMPLICATIONS FOR BRANDS • Take measurement seriously, and think about it creatively • Think about what data can be mined from social media • Always be conscious of the privacy issues in using data
  37. 37. POLARISATION • Over the next year we’re going to see a rising polarisation in a number of areas, including • High end tablets & handsets Vs. commodity ever cheaper versions • Longform vs. shortform video ads • High quality and immersive content vs. and quick and cheap content
  38. 38. POLARISATION • There is a polarisation in technology that is defined by the users • In the next 3 years there are likely to be an extra billion internet users • Almost all of these people will have very little money, so will rely on free services • At the same time subscription services like Spotify and newspapers will try to transition more people to paid services, by increasing the difference between the paid and the free versions • In smartphones and tablets there are already essentially two categories – high end luxury models like iPhones and iPads, and commodity products
  39. 39. POLARISATION • There is also a polarisation in content, based on contexts like the time available • In news content we’re seeing a polarisation between new, very immersive content forms being trialled by newspapers, like the New York Times’ ‘Snow Fall’ feature, and the more immediate and basic content of sites like Buzzfeed • In video we’re seeing a polarisation between the glossy series like Netflix’ House of Cards, which cost over $4m an episode, and the YouTube-only content which costs next to nothing • In advertising we’re seeing a polarisation between longform content, like Jaguar’s 12 minute film Desire, starring Damian Lewis, and all of the 6 second Vines that brands are producing
  40. 40. IMPLICATIONS FOR BRANDS • It’s a case of balance – in each of the polarisations decide which end you should be nearest to, for what you are trying to achieve • In hardware the polarisation reflects society, and brands need to decide which end they fit best into, or even if it’s both • In content it’s about the mindset of the user at the time of viewing or reading
  41. 41. BORROWED FORMATS • The growth of video content and video advertising has led to a large scale borrowing of formats from other media, including TV and print • Many of the most popular brand videos are shorter versions of hidden camera shows • The short video formats that are being popularised through Vine and Instagram are often versions of top tips • There has also been a rise in the number of parodies and memes in creative work
  42. 42. BORROWED FORMATS • The movie Carrie was marketed with a 2 minute video showing a hidden camera stunt in a New York coffee shop • The Veteran Makeover video used the idea of a makeover show, to get sympathy for an veterans’ charity
  43. 43. BORROWED FORMATS • DIY chain Lowe’s has produced a series of ‘Top Tips’ as 6 second Vine films, covering lots of common ‘fixes’ – a strategy that has also been used by the bank Nat West – re-appropriating formats popular in magazines • Stickers, very popular with the new messaging apps like Line and WeChat, are also surely MSN Messenger ‘themes’ under a new name
  44. 44. IMPLICATIONS FOR BRANDS • Think of other popular formats from TV and newspapers that could make good brand films – • ‘Faking It’ documentaries (e.g. House painter becomes artist) • Discussion programmes & Q&A quizzes
  45. 45. 2104consumer THE Roel Naessens, Head of Retail & Travel Google Belgium
  46. 46. changing The world around us is
  47. 47. reasons Three main
  48. 48. 100% of BE is likely to have 4G coverage by the end of 2014¹ SPEED Source: ¹http://nieuws.vtm.be/binnenland/67732-4g-voor-belgacom-base-en-mobistar
  49. 49. THE HAPPIEST CONSUMERS IN THE ROOM?
  50. 50. ACCESSibility €200 The price of an advanced smartphone has fallen to
  51. 51. 51% of BE population researches online before purchasing INFORMATION Source: IAB Consumer Barometer 2012
  52. 52. Today’s consumer is … different
  53. 53. 1 2 3 4 5 CONNECTED Today’s consumer is EMPOWERED Today’s consumer is SAVVY Today’s consumer is BUSY Today’s consumer is EXPECTATIONS Today’s consumer has high TRENDS Five Consumer
  54. 54. CONNECTED Today’s consumer is
  55. 55. WHENEVER, WHEREVER 57% 50% 44% of Belgians bought goods or services online in 2013 Of Belgians access the internet via mobile device of all BE Households will own a tablet in 2014
  56. 56. 85% 60% 50% will have a smartphone will have a tablet ACROSS ALL SCREENS of BE population wil be online By the end of 2014.... Source: http://www.internetworldstats.com/stats4.htm#europe, Our Mobile Planet
  57. 57. KEEPING UP WITH THE CONSUMER In this age of multi-device usage, we thought consumers would find it useful if they could quickly access their open tabs across multiple TAB SYNCING IN CHROME MOBILE FIRST
  58. 58. EMPOWERED Today’s consumer is
  59. 59. CHOICE & CONTROL 36% of Video revenue in BE via video on demand 4 in 10 BE households have “Connectable” TVs Source: http://www.demorgen.be/dm/nl/5401/Multimedia/article/detail/1658528/2013/06/26/Belgische-markt-voor-video-on-demand-groeit-exponentieel.dhtml http://www.grp.be/nl/agenda/de-grp/welkom-op-de-site-van-de-grp/14/278/symposium-grp-quot-connected-quot.html
  60. 60. KEEPING UP WITH THE CONSUMER Chromecast The easiest way to enjoy online video and music on your TV
  61. 61. SAVVY Today’s consumer is
  62. 62. More sites, More SEARCHES Before making a purchase, today’s consumer spends up to: 27 days and 3:17 hours across 22 sites
  63. 63. Building a better shopping experience by making it easier to: KEEPING UP WITH THE CONSUMER research purchases, compare products, features & prices Make purchases Google shopping
  64. 64. Social Endorsements By creating a Google+ page and enabling social extensions, Connections’s search ads became instantly more compelling Seeing that thousands of people are following this brand, can influence people decisions at the moment of intent. Click-through rates for Connections search ads increased by 25%. KEEPING UP WITH THE CONSUMER
  65. 65. BUSY Today’s consumer is
  66. 66. TIME PRESSURED Today’s customer is constantly on the Go. Consumers will take more measures to save time: 90% 53% 40% will make purchases online of internet users are expected to have their groceries delivered yoy growth expected for mCommerce NEXT YEAR...
  67. 67. Providing the right information at the right time; a great tool for busy consumers. Organising the things they need to know and freeing up MORE TIME KEEPING UP WITH THE CONSUMER Google NOW
  68. 68. YOUTUBE is the 2nd largest Search Engine after Google Screens are not made to Read but to Watch +70% of the Global Consumer Internet Traffic will be video by 2017 KEEPING UP WITH THE CONSUMER
  69. 69. Tesco launched a virtual supermarket at Gatwick airport allowing busy consumers to make efficient use of their downtime so they could come home to a full fridge VIRTUAL SUPERMARKET KEEPING UP WITH THE CONSUMER
  70. 70. 5EXPECTATIONS Today’s consumer has high
  71. 71. SIMPLY THE BEST Today’s consumers want the best of everything from... WEBSITE SPEEDS to CUSTOMER CENTRICITY
  72. 72. For the high expectation consumer, we recognise that it is important that technology should be able to solve problems like car accidents and traffic jams - to protect our next gereration KEEPING UP WITH THE CONSUMER Project Chauffeur
  73. 73. For the high expectation consumer, we recognise that it is important that technology should be able to deliver information that’s directly relevant to their surroundings appearing right in front of them. KEEPING UP WITH THE CONSUMER Project glass
  74. 74. Opportunity Every change leads to an
  75. 75. Google Solutions - anno 1997
  76. 76. Google’s Solutions - anno 2013
  77. 77. Google Confidential and Proprietary "Google is not a conventionalcompany. We do not intend tobecome one. Throughout Google's evolution as a privately heldcompany, we have managed Google differently. We have alsoemphasized an atmosphere ofcreativity and challenge, which has helped us provide unbiased,accurate and free access toinformation for those who rely on us around the world." - from the 2004 IPO founder’s letter Google’s Mission
  78. 78. Google confidential 1. “Put the User First And the Rest will Follow…”
  79. 79. Google confidential 2008 T-Mobile G1 Android activations in millions 2013 Nexus 5 100 250 500 750 1000 2011 2013 2.Think Big 3.Open Better than Closed 4.Launch & Iterate
  80. 80. Google confidential 2007 2009 2010 2011 5.Never Fail to Fail
  81. 81. Google confidential 6.Innovate Fast
  82. 82. Google confidential 60%of Digital advertising is now bought programmatically (real- time, automated, biddable) ‘‘The ability to take data – to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it: that’s going to be a hugely important skill in the next decades” Hal Varian, Google Chief Economist 7.Data Drives Decisions
  83. 83. Google confidential It’s still Early Morning on the Web!http://www.wallpaperup.com
  84. 84. Google Search: Reunion (Youtube)
  85. 85. 7 KEY MARKETING TRENDS FOR 2014 AND TACTICS FOR THRIVING IN THE NEW YEAR
  86. 86. PAGE 2 CONTENTS TREND 1 TREND 2 TREND 3 TREND 4 Abandonment Remarketing Moves Up the Funnel................4 TREND 5 TREND 6 TREND 7 Digital Acquisition Meets the Physical World.................5 Actionable Data Becomes a Key Difference Maker..................6 Personalized Websites Move Beyond Amazon and Netflix................ 7 Location Marketing 2.0 Arrives...............8 Video: iBeacon and the Next Generation of Location-Based Marketing..................8 Buyer Intelligence Is No Longer Limited to the Elite.....................9 Marketers Become the Architects of the Customer Experience....10 Video: Creating a Connected Customer Experience.............10 Marketers Take Testing to New Levels Andrew Kordek, Co-founder, Trendline Interactive.................................................................11 Being Relevant Won’t Be Enough Steve Kellogg, Marketing Automation Consultant, Astadia...............................................11 Marketing Silos Continue to Dissolve Zachary Notes, Organic Search Analyst, UnCommon Goods..........................................12 Marketing Automation Expands Its Footprint David M. Raab, Principal, Raab Associates Inc..........................................................................12 Conclusion...........................................................................................13 Introduction......................................................................................... 2 BONUS TRENDS
  87. 87. PAGE 3 7 KEY MARKETING TRENDS FOR 2014 – AND TACTICS FOR THRIVING IN THE NEW YEAR Last year, Silverpop declared 2013 the year of the customer.Well, consider the customer revolution under way.With buyers privy to more information, more access and more choice than ever, lower prices and better products have become little more than minimum requirements. Given that landscape, how can businesses distinguish themselves from the pack? Consider that visionary companies like Apple, Lexus and Amazon.com have transcended prices and features to create compelling and fulfilling customer experiences.These companies have rewritten the rules of customer relationships by leveraging every touch point and every interaction to create an experience that is convenient, fun and even meaningful.They’ve embraced the customer revolution and are raising customer expectations for every other business. It’s an approach than can lead to greater loyalty and revenue. One recent study reported that 83 percent of consumers are willing to spend more on a product or service if they feel a personal connection to the company — and one fifth said they would pay 50 percent more if they felt the company put the customer first1 . The good news is that in 2014, you don’t have to be a multibillion-dollar company with global brand recognition to deliver a super-personalized, one-to-one customer experience. In this white paper, our experts outline seven key trends for 2014, plus tactics you can implement to make sure you’re shifting your technology and strategies to address the customer revolution. In addition, several third-party experts weigh in with their predictions for 2014. You’ll find a common theme running through these trends — an emphasis on building a connected, unique customer experience for every person with whom you do business. It starts with listening to the ways customers and prospects are interacting with you — whether it’s on your website, in your mobile app, via email or SMS, or in your store — and then using these behaviors to fuel real-time communications and content unique to each individual. 2014 is here, and the customer is more in control than ever. Are you ready?
  88. 88. PAGE 4 In 2013, cart abandonment remarketing crossed the chasm and became a mainstream tactic for retailers and ecommerce companies. So, assuming you’ve started to realize some success with a cart abandonment program, where can you go in 2014? Perhaps you’ve noticed that while cart abandonment campaigns typically yield off-the- chart conversion rates since the contacts are so close to purchasing, the downside is that the number of people who fill up your carts comprises a relatively small percentage of the total people visiting your site. With that in mind, one possibility is to move up the funnel to browse remarketing. For most companies, there’s a huge number of people browsing on your site every day who have previously established an email relationship with you, whether it be by subscribing to your promotional emails, registering an account or making a previous purchase.These people have already established that they have some affinity for your brand, yet most companies don’t remarket to them. In 2014, the best marketers will be taking advantage of this revenue-generating opportunity and initiating browse abandonment campaigns aimed at nurturing selectWeb visitors toward a purchase. From a technical perspective, this requires that you insert Web tracking code on your pages that’s integrated with your ecommerce and email platforms.Your tracking code — such as Silverpop’sWebTracking, which matches cookied browsers with email addresses — then triggers a message whenever a known visitor’s behavior matches your criteria. The bottom line is that you can reach out to many times more browse abandoners than cart abandoners. True, you’ll typically see a much lower conversion rate because these browsers aren’t as close to completing a conversion, but even if you can get a small percentage to convert off a large number of browsers, that could still have a huge impact on the bottom line. Key tactics for initiating browse abandonment efforts in 2014: • Concentrate on a few key Web pages or cat- egories. Rather than having dozens of pages on your site trigger a browse-related email, begin with a few key categories or “fulcrum pages” that are suggestive of an engaged prospect that’s looking to go to the next level. • Start simple. Don’t worry about sending a multipart series, incorporating behavior- driven dynamic content and using technology integrations to pull in relevant ratings and recommendations – yet.The goal is to get your program up and running, and then fine- tune down the line. • Deliver educational content. Since these contacts are typically in the research phase, leverage existing content — such as calcula- tors and wizards, buying guides, how-to videos and tips from other customers — that will help them in their decision-making process rather than just sending an incentive or discount. ABANDONMENT REMARKETING MOVES UP THE FUNNEL Loren McDonald, Vice President of Industry Relations, Silverpop �TREND 1
  89. 89. PAGE 5 If you’re like most marketers, you’ve been focused on online acquisitions and database building: optimizingWeb forms and landing pages, employing popovers and progressive profiling, using search and social to drive opt-ins, and more. While efforts to fine-tune online acquisition efforts will continue, in 2014 many marketers will be turning their attention to the next untapped opportunity for database growth: physical locations.Although physical store opt-in opportunities have always been there – take the classic “drop your name in the fishbowl and get a birthday discount,” for example – mobile and POS technologies have evolved to the point that it’s become much easier for company employees or consumers themselves to opt in to your email program. From a strategic perspective, the opportunity is one of mass – with so much foot traffic in your stores, capturing a few opt-ins can make a huge difference.A company with 1,000 retail outlets that captures five opt-ins per day per store would be looking at nearly 2 million new subscribers over the course of a year. Even with 50 stores, you’re talking tens if not hundreds of thousands of new subscribers annually. More importantly, you’re capitalizing on the opportunity to build relationships with people who are showing some level of interest and engagement by coming into your store – whether they buy or not.You can use digital channels to strengthen and deepen these offline relationships. Naturally, you’ll want to send these customers communications encouraging them to purchase online when convenient, but you can also use the digital relationship to drive them back to the local store and keep your company top of mind in between visits. With integrations between POS and mobile channels and central marketing databases becoming easier to implement, 2014 will be the year that more sophisticated marketers will be using in-store location to drive email opt-ins, and then using the email channel to make these new subscribers more valuable customers. Key tactics to drive in-store opt-ins in 2014: • Have employees ask for the opt-in. Instruct cashiers to invite customers to subscribe and get a special offer, or ask if they want their receipt via email – or both. Even more cutting-edge: have a roving employee with a tablet invite customers to opt in. • Take steps to avoid process abuse. Educate employees about how to ask for opt-ins and why it’s an important part of their role. If you offer incentives, base them on deliverable email addresses only. And leverage third- party email validation services to limit bounce issues. • Use SMS and QR codes. Put flyers through- out your store inviting customers to text you to opt in to your email program. Or, include signage with a QR code that takes shoppers to a mobile-optimized page where they can opt in. • Go beyond email:The above tactics could also be expanded to capture mobile numbers for SMS alerts and promotions, as well as physical addresses for direct mail offers, coupons and catalogs. DIGITAL ACQUISITION MEETS THE PHYSICAL WORLD Loren McDonald, Vice President of Industry Relations, Silverpop TREND 2
  90. 90. PAGE 6 Today’s mobile, social and Web-savvy buyers favor a personalized experience. But if the data you have on a contact is lacking, you’ll be limited in the tools you can use to connect on an individual level. In short, your marketing is only as powerful as the data at your fingertips. Think of it this way: If you put two competing companies side by side, the one that has the best actionable data is going to win in 2014.Yet rather than investing in building an agile marketing platform that can capture and respond to customer behaviors in real time on an individual level, some companies have been heavily investing in data warehouse initiatives. These warehouses can be helpful in identifying trends and key market segments you might not be able to spot otherwise. But they also have limitations – the number-crunching process can be expensive and slow, the data anonymous and aggregate, and the systems ill-equipped to use individual customer data to immediately trigger an email, initiate a new campaign or send an SMS message. At the end of the day, it’s all about being able to “listen” to customer and prospect behaviors so you can respond at the right time and place with the right message. And in order to accomplish that, you’ve got to have fabulous data stored in a database in your marketing platform — not just sitting in a data warehouse in aggregated, siloed form. So, how can you begin strategizing about an actionable database? Start by thinking about the five or 10 data elements you need to personalize your marketing and target contacts on an increasingly one-to-one level. Remember the old adage, “How do you eat an elephant? One bite at a time,” and begin by capturing your top data elements for your most important database records. Sure, it’s probably going to take a while to get all those data fields on your wish list perfectly populated, but the key is to put a plan in place for capturing these data elements over time. Key tactics for building an actionable database in 2014: • Try some new techniques for gathering “explicit” data — surveys, progressive forms, popovers or modal windows.Test and see what drives the best results. • Consider reaching out to a third-party data service provider for data append tools that can help you get more information into your platform and boost your data intelligence. • Set up Web tracking and system integrations that enable you to capture the behaviors of your customers across the various channels they use to interact with you – mobile, social and offline. • Design some business rules that leverage this data. You might, for example, set up a triggered email that’s sent if certain behavioral criteria are met, or build a larger- scale nurture program that continuously takes into account what contacts tell you about their interests. ACTIONABLE DATA BECOMES A KEY DIFFERENCE MAKER Ellen Valentine, Product Strategist, Silverpop TREND 3
  91. 91. PAGE 7 If you’re among the millions of people who visit Amazon and Netflix’s websites, you know they’ve set the bar high for providing a personalized customer experience.Visitors to these sites see customized content based on their unique viewing history, ratings and purchases. In other words, the website content gets better the more you engage. Today, technological advances have made the personalized website available for all marketers to deploy. No longer are you stuck serving up generic content for every person – now you can filter out the noise and make the experience more relevant to the visitor as an individual. By providing a more personalized experience, you’ll find people stay on your website longer, download more offers and purchase more products. The key to accomplishing this is marrying your content management system with your marketing platform to make the management and presentation of dynamicWeb content much easier and seamless. Once you’ve got the systems tied together, you can think about how you want to tailor the user experience and what data you can use to personalize yourWeb content. For example, if a site visitor’s trial offer is within a week of expiring, you might have a content block on your site that shows the date and time the trial expires.Or, for customers who have left items in their shopping carts, you could display a reminder with a link back to the cart. Regardless of how you leverage this functionality, the bottom line is that the days of the static corporate website are numbered. In 2014, savvy marketers will be tapping the latest technology to understand who website visitors are, how they’ve interacted with you and where they are in the buying cycle.Then, they’ll use this data to improve theWeb experience for their customers and prospects. Key tactics for personalizing your website in 2014: • Figure out how you want to connect your digital marketing platform with a CMS. Dif- ferent integration and plug-and-play options should be available that enable you to tap the marketing richness of your platform’s data- base and use it to customize your website. • Start small. You don’t have to customize every area of your website right off the PERSONALIZED WEBSITES MOVE BEYOND AMAZON AND NETFLIX Ellen Valentine, Product Strategist, Silverpop TREND 4 bat. Pick one key area and start there. Just personalizing a single section of your site can make a big difference, and it will make it easier to get the ball rolling. • Choose a place to start that will really move the needle. If you’re a B2C marketer, offering product recommendations based on past purchases or pages viewed can be a powerful starter tactic. On the B2B side, persona-based content recommendations and offers that match the prospect’s position in the buying cycle can make an immediate impact.
  92. 92. PAGE 8 Knowing where your customers are is an immensely powerful part of delivering the right message at the right time. In recent years, forward-thinking marketers have communicated with customers based on whether they crossed a geofence or checked in via Foursquare or Facebook. Powerful stuff, but it’s about to get even cooler: Apple’s announcement of the iBeacon functionality as part of its iOS7 technology is a game-changer for how businesses will conduct location-based marketing in the future.Think of iBeacon as a form of micro- location geofencing that makes it much easier for retailers to use a person’s exact location within a store to deliver targeted, relevant content. Here’s how it works:A customer with an iPhone 4S or later model who’s downloaded your app walks into your store.The iBeacon in the customer’s phone – powered by Bluetooth Low Energy so it only consumes a small amount of battery power – exchanges data with beacons in your store. Your system has been configured to send push notifications to customers who meet certain criteria, so at the moment the customer strolls intoAisle 12, they receive a push notification on their phone with offers or content related to where they’re standing. Taking the concept a step further, you could use any demographic and behavioral data you have about that customer to customize the content you send based on age, gender, purchase history, online shopping cart, products viewed online and hundreds of other variables. The possibilities are endless for marketers.You could use iBeacon to serve up customized coupons, send sales alerts based on real-time external data (such as weather changes), display personalized product information and videos, curate shopping lists based on past purchases, and drive email opt-ins. Moving beyond mobile, you could use iBeacon activity to trigger communications in other channels. Bottom line?As we move into 2014 and 2015, the most successful marketers will be those who develop smart ways to take this new iBeacon technology and use it to make the in-store shopping experience more rewarding. Key tactics to implement location marketing 2.0 in 2014: • Plan which segments of customers you want to send location-related content. Develop a plan for what content will enhance their in-store experience and how you’ll intro- duce the program to them. • Work with in-store personnel to put the correct technology in place and train retail salespeople. As with any in-store technol- ogy, the reps in the store needs to understand what’s going on if you’re going to deliver on the technology’s promise. • Complement your iBeacon-driven push messaging with email communications. Depending on the person, exiting your store might trigger an email promoting products in the areas they browsed, upsell offers for items related to what they purchased, or a summary of their rewards benefits based on their latest store visit. LOCATION MARKETING 2.0 ARRIVES Dave Walters, Product Strategist, Silverpop TREND 5 iBeacon and the Next Generation of Location- Based Marketing View the video >>>
  93. 93. PAGE 9 Does a lack of email clicks for two, four or six months signal trouble? If a customer abandons a product on your page and you send a follow-up message, what’s the best offer strategy – a discount or free shipping? And how does the impact of customer interactions decay over time? Marketers have wondered about these and similar questions for some time, but unless you worked at a big corporation with huge marketing budgets, the answers eluded you. But in 2014, savvy marketers at companies of all sizes will be using buyer intelligence to build really smart programs that engage customers more strongly. Starting to tap into deep data-driven intelligence might involve simply changing the way you collect information, gathering “implicit” customer preferences to complement and inform the “explicit” data contacts have given you.Or it might mean tapping a predictive analytics or business intelligence partner, such asAgilOne orWindsor Circle, to gain insights about propensity-to-buy and lifetime customer value based on the data you already have. Either way, the goal is to use your data to start modeling behaviors, and then use these models to help you reach your goal of delivering the right message at the right time – taking this intelligence as it boils to the surface and making it customer- facing via really smart programs. For instance, if you learn that customers who buy ProductA often go on to purchase either low-margin Product B or high-margin ProductC, you may want to give them a “10 percent off” offer to incent them to go with ProductC. Of course, you could also addWeb tracking, page level visits, SKU considerations and more into the mix, with the combination pushing select customers into an automated program. Maybe only 10 people a day meet the criteria, but they get this phenomenal offer that pushes the revenue needle for you. So if you’ve been focused on big, high-volume blast messaging, make it a goal in 2014 to take one or two really intelligent campaigns and layer them into your messaging mix, gradually making your content more relevant. Key tactics for using buyer intelligence to your benefit in 2014: • Look at aggregate data for new insights about your customers’ and prospects’ needs throughout their lifecycles.Then, think about what content you could provide that would deepen their engagement at different stages. • Mine your purchase history data to identify customers most likely to generate long-term value. Brainstorm new retention programs you might implement to build stronger relationships with these high-value customers. • Look at the marketing/sales relationship in new ways. How might the order, combination and frequency of marketing touches impact sales? Does interaction with certain pieces of content designate a stronger engagement level? Questions like these can help you optimize your initiatives. BUYER INTELLIGENCE IS NO LONGER LIMITED TO THE ELITE Dave Walters, Product Strategist, Silverpop TREND 6
  94. 94. PAGE 10 Marketing has always been the bridge that connects businesses and customers, but in the past the emphasis was on communicating brand offers.The problem? Marketers didn’t know which customer needed which offer, what channel to provide it in, or where the customer was when they were delivering it. In 2014, successful businesses will need to engage with each customer when and where that customer prefers with content that is perfectly tuned and individualized. Of course, this has always been the case to some extent, but now the technology has caught up. With the right technology in place, you can capture a range of customer behaviors — in your emails, on your website, in your mobile app, at your physical locations, even on your customers’ morning runs — and attribute them to individuals. Once technology helps you capture these cross- channel, cross-device customer behaviors, it’s up to marketers to weave an engaging story. Imagine, for example, that a customer walks into your physical store, and within a few moments his phone vibrates.Voila, there’s a text message thanking him for being a loyal rewards member and reminding him he has 6,000 reward points he might want to use today. A few minutes later, a customer enters that store for the first time and receives a text thanking her for visiting and highlighting a few unique aspects of that location. Think of marketing as a travel company and customers as tourists. Most marketing today does little more than herd a large crowd of tourists toward a small set of the most popular destinations. More advanced marketing is like a tour bus — more destinations and smaller crowds, but with a fixed sequence and generic experience.The future of marketing is like having your own private concierge who knows your interests, budget and pace.This guide walks alongside you, delivering a completely unique and personal experience perfectly tailored to you. Once you’re laser-focused on the customer experience, you can start thinking about ways you can become a personal concierge for your customers, using the behaviors you’ve harnessed to deliver individualized content, across channels and in real time, that guides them through their unique buyer journeys. Key tactics to enhance the customer experience in 2014: • Pick a channel you’ve never individualized before and add an element of personalization. Or, add more customized content to an existing channel to make it more helpful, fun and/or engaging. • Look for creative ways to use customer behaviors to drive cross-channel interactions. Maybe a mobile app interaction is reflected on the website. Or an in-store exchange drives an SMS. Or a retweet leads to an email. • Make real time your mantra. Whether it’s a con- tact who just abandoned a shopping cart, exited your store after a test drive or posted a product review, the timeliness of your response can make a difference.Configure your business rules and automated programs to make it happen. MARKETERS BECOME THE ARCHITECTS OF THE CUSTOMER EXPERIENCE Bryan Brown, Vice President of Product Development, Silverpop TREND 7 Creating a Connected Customer Experience View the video >>>
  95. 95. PAGE 11 INDUSTRY INFLUENCER Marketers Take Testing to New Levels Andrew Kordek, Co-founder, Trendline Interactive As most savvy email marketers know, testing takes commitment, passion, patience, resources and, most of all, a willingness for things to dramatically change and impact their program. While split and simple multivariate testing have been around for years, the truth is these tests limit the amount of factors that companies test and learn for dramatic impact to the programs. In 2014, some marketers will take the words “test it” to a whole new level by conductingTaguchi- based tests. Taguchi is a testing methodology that allows for accelerated testing without having to build and validate every possible combination of test factors. By systematically choosing certain combinations of test factors, it’s possible to isolate their individual contributions to an email’s success.Taguchi allows for testing of six to 15 factors, with total possible testing combinations between 2,000 and 32,000.Testing in 2014 can and should reach a whole new level when conversions and ROI become more difficult to attain. BEST PRACTICESCONSULTANT Being Relevant Won’t Be Enough Steve Kellogg, Marketing Automation Consultant, Astadia As more and more businesses adopt marketing automation in 2014, the Age of Relevance will become more predominant. In the past, while everyone else was batching and blasting, early adopters of marketing automation were quietly achieving dramatically improved conversions, because their content was so much more relevant. But as marketing automation heads towards the tipping point, being relevant will no longer be enough. Even now, we’re starting to see more and more customer inboxes dominated by relevant marketing content. Now what? How do you get through all the noise, when most of it becomes relevant?Well, you have to get good at creating seducible moments. A seducible moment is that point at which a potential customer gains enough trust, AND is feeling a positive emotional connection toward you and/or your offers.This is at the heart of every conversion.This can happen on any device using any channel. Big data, marketing automation tools and new processes allow you to enter the Age of Relevance. And while finally being able to target the right person at the right time is a huge win for most companies, the big winners in 2014 will also focus on ensuring the right content includes seducible moments. In addition to tapping our in-house experts for their 2014 predictions and tips, we asked a handful of third-party experts to weigh in on what they saw as the key trends for 2014. Here’s what they had to say.
  96. 96. PAGE 12 SILVERPOPCLIENT Marketing Silos Continue to Dissolve Zachary Notes, Organic Search Analyst, UnCommon Goods In 2014, email will continue to play a critical role in the multichannel marketing landscape. Other free email tools will likely follow Gmail’s lead, changing the way users manage their inboxes. These kinds of changes will continue to make marketers change the way they do things, needing to deliver more targeted and relevant messages than ever before. In mid-2013 Gmail started its rollout of the new tabbed inbox, separating personal and promotional emails automatically in consumers’ inboxes.While this led to a short moment of panic for many email marketers, it was just a confirmation of what many of us already knew – in order to get noticed in the inbox, messages need to be personalized and relevant to each individual’s needs. Some time in the next year, I expect other email tools likeYahoo! Mail and AOL to follow Google’s lead and create some kind of tabbed inbox. I also think Google will expand its marketing offerings, perhaps opening its own ad platform for Google + and working to increase the use of Google+, eating into the big social players’ market share. Social media as a whole will continue to be important. Buyers today are in more control than ever before, doing a large part of research (often on social networks) before ever interacting with a brand to make a purchase. As this trend matures, the connection between these channels and email will increase in importance. Social activity will need to play a role in the personalization of emails and, as a result, will help marketers better understand their customer bases. Whether it’s capturing a tweet mentioning your brand, or using social sign-in to capture a user’s information, this multichannel way of life will need to tie in the email component seamlessly. Marketing silos (or what’s left of them) will continue to dissolve, making predictive marketing a critical part of 2014. INDUSTRY INFLUENCER Marketing Automation Expands Its Footprint David M. Raab, Principal, Raab Associates Inc. In 2014, look for increased integration of traditional marketing automation with ad buying. We’ve seen integration with search advertising such asGoogleAdWords campaigns for some time now. Extension to display ads is starting to happen with some larger vendors. It makes sense for marketing automation to expand its footprint to other marketing activities, and media buying is one of the biggest. More generally, marketing automation could move into other types of marketing procurement, such as direct mail and print purchasing.This is something that some B2C marketing automation systems have done for a while, as part of their marketing resource management features.An intermediate step might be more robust marketing planning features, since those create calendars with projects that result in purchasing activities.
  97. 97. PAGE 13 TWEET THIS! ReadingSilverpop’s “7 Key MarketingTrends for 2014 – andTactics for Thriving in the NewYear” In 2014, marketers will have two choices: they can keep running marketing for marketers, delivering generic promotional messages when the company has an offer it wants to push out, and focusing solely on driving customer transactions. Or, they can start running marketing for customers, delivering content uniquely tailored to each individual’s needs and expectations, and focusing more on discovering why their most engaged customers love them – and then doing more of that. In 2014, choosing the latter path will be critical to achieving success.True, audiences, segments and targets are not going away, but the future of marketing relationships is personal and will reflect the individuality of each customer. There has been a revolution … a revolution of ONE! Buyers are in control.They are no longer willing to be treated as segments.They want to be treated as individuals, with content, offers and communications that are highly relevant, timely and personal. Successful marketing is now about interactions, not transactions. By attending to the trends outlined in this white paper, and implementing the related tactics, you’ll help ensure your organization is creating amazing customer experiences – experiences that build lifelong relationships, vocal advocacy and, ultimately, revenue for your business. Footnotes 1-rbb, “The Breakout Brand Strategy” CONCLUSION Silverpop is a digital marketing software company focused on helping marketers transform the customer experience — increasing engagement and driving revenue. Silverpop makes this possible by using customer data and each individual’s behaviors to inform and drive every interaction in real time. Watch our demo to see our product in action, and contact Silverpop to see how we can help you accomplish your marketing goals for 2014.
  98. 98. Digital  Marke,ng  Trend Engagement  First  Inc.
  99. 99. Web  Marke,ng  Key  Words   1.  Smart  device  first(inc.  Mobile  Applica,on)   2.  Social  media  integra,on(Social  Web)   3.  Video(Youtube)  marke,ng  (eg.  V-­‐SEO)   4.  Owned  media  centric   5.  Story  telling(Emo,onal  Value  Content)   6.  Post  Facebook  (Instagram,  Pinterest,  tumblr)   7.  Community  as  open  forum   8.  Google  Integra,on(Google+,  Youtube)   9.  #  tag  marke,ng   10. Social  CRM
  100. 100. Web  Marke,ng  Trend 1.  Reach  →  Engagement   2.  Integrate  →  Connect   3.  360°  →  365  days   4.  Naviga,on  →  Context   5.  A`en,on  →  Sympathy   6.  Outbound  →  Inbound   7.  Compe,,on  →  Co-­‐crea,on   8.  Product  Appeal→  Story  Telling   9.  Search  →  Search  +  Social   10. PC  →  Mobile  
  101. 101. Story  Telling   Video  Marke,ng   GE Story  Telling   Community   Coca-­‐cola  Jurney
  102. 102. Social  Media  Integra,on(  Social  Web)   Gamifica,on   Community   Pepsi
  103. 103. Community   Social  CRM   My  Starbucks  Idea Story  Telling   Delta
  104. 104. 8
  105. 105. In partnership with the Health Experience Project, GSW has expanded its fourth-annual trends report to include a broader look at the shifts that are changing healthcare marketing.
  106. 106. 2014 TRENDS Do you ever get the feeling that healthcare and people are just missing each other? Healthcare is full of “do this” and “take that” directives. And, people… well, people 
 are full of good intentions, everyday missteps, and hope that it will get better. The kinds of experiences we need to build today – 
 to get people off the sidelines, to change behavior, to earn commitment – aren’t healthcare-marketing-as-usual. Instead, they’re innovative approaches that engage 
 people in new ways. Overview Here’s the real challenge, though: We live in a world of rapidly changing expectations. But, our approval processes aren’t as fast. They’re long and rely more on insulating risk than innovating experience. The opportunity is finding the smart risks, the ones that can truly change our marketplaces. To prepare for where the world is going – not just respond to where it’s been. That’s where trends come in. MarketingConsumer HealthcareDigital
  107. 107. Abigail Schmelzer 
 Alex Bragg
 Alex Brock 
 Amanda Joly 
 Bruce Rooke 
 Eduardo Menendez
 Jason Sankey
 Jeffrey Giermek
 Joel Gerber
 Joy Hart Kathryn Bernish-Fisher Mark Stinson Core Contributors Matt Cash Michael Donahoe
 Nick Bartlett
 Rupert Dooley
 Ryan Deshazer
 Shawn Mullings 
 Tyler Durbin Leigh Householder Chief Innovation Officer GSW We look at trends to understand our customers’ new expectations for brand interactions. The ones built on their day-to-day experiences with technology, culture, and media.   This year, we’ve uncovered actionable trends in
 four key areas: consumer, digital, marketing and 
 healthcare. We’ll use those trends to systematically point to new opportunities for healthcare marketers and spur innovation. 
 We’ll ask, “What Could Be?” for healthcare brands 
 and customers. And deliver bold new solutions that change that business-as-usual game.
  108. 108. In Short Today, what’s uber popular in one group is likely to go virtually unnoticed by others. YOU’LL NEVER BE “NORMAL” AGAIN 1.
  109. 109. In Short Today, what’s uber popular in one group is likely to go virtually unnoticed by others. YOU’LL NEVER BE “NORMAL” AGAIN 1. In Short Today, what’s uber popular in one group is likely to go virtually unnoticed by others. Women represent a greater portion of the game-playing population (31%) than boys age 17 or younger (19%). Did you know?
  110. 110. With nearly limitless options in 
 consumption, our individual 
 experiences of “normal” tend to 
 diverge dramatically from one
 another. Figuring out what was popular used to be easy. We had chart 
 toppers and Nielsen householders and #1 best sellers. But, the proliferation of channels and media has created a new 
 reality: we no longer experience cultures as one big, homogeneous mass. It’s Time People are increasingly delaying - or outright skipping - the traditional milestones of adulthood. Ignoring Milestones In the last ten years, we’ve seen the number of same sex households double, a surge in multi-generational families, and a drop in the number of married households to just 51%. The iconic picture of the traditional American family has been 
 fading over the last decade due to major population and behavioral shifts. We’re choosing our own unique definitions of what it means 
 to “family” (now a verb!). Familying Married Multi-Generational Same Sex
  111. 111. With nearly limitless options in 
 consumption, our individual 
 experiences of “normal” tend to 
 diverge dramatically from one
 another. It’s Time People are increasingly delaying - or outright skipping - the traditional milestones of adulthood. Ignoring Milestones In the last ten years, we’ve seen the number of same sex households double, a surge in multi-generational families, and a drop in the number of married households to just 51%. Familying Married Multi-Generational Same Sex From buying a house to getting hitched, to starting a career, the new normal is whatever the individual says it is. Ignoring Milestones The iconic picture of the traditional American family has been 
 fading over the last decade due to major population and behavioral shifts. We’re choosing our own unique definitions of what it means 
 to “family” (now a verb!).
  112. 112. With nearly limitless options in 
 consumption, our individual 
 experiences of “normal” tend to 
 diverge dramatically from one
 another. Figuring out what was popular used to be easy. We had chart 
 toppers and Nielsen householders and #1 best sellers. But, the proliferation of channels and media has created a new 
 reality: we no longer experience cultures as one big, homogeneous mass. It’s Time People are increasingly delaying - or outright skipping - the traditional milestones of adulthood. Ignoring Milestones In the last ten years, we’ve seen the number of same sex households double, a surge in multi-generational families, and a drop in the number of married households to just 51%. Familying Married Multi-Generational Same Sex 34% of millennials (18 to 32) are still living at home.34% The iconic picture of the traditional American family has been 
 fading over the last decade due to major population and behavioral shifts. We’re choosing our own unique definitions of what it means 
 to “family” (now a verb!).
  113. 113. In Short Twenty-four-seven entertainment on as many screens as we can hold. AND, 
 NOT
 INSTEAD 2.
  114. 114. Our headline in the history books just might be “The Great Media Binge.” Advances in technology have created so many new things to enjoy – without actually reducing our love of the old ones. 
 That’s left us doubling and tripling
 up on our media preferences, even doubling and tripling up on the 
 media we’re actually consuming at any one moment. All You Can See The vast majority of consumers are 
 using a device to augment or distract from traditional media. They call it a “second screen. ”It’s a small glowing screen in your hand used in front of the large 
 glowing screen on your wall. Over 80% of mobile users do it.“ The interesting trend is in their 
 convergence: one-sixth of viewers are engaging with each other on the web around TV content. Second Screen
  115. 115. Our headline in the history books just might be “The Great Media Binge.” Advances in technology have created so many new things to enjoy – without actually reducing our love of the old ones. 
 That’s left us doubling and tripling
 up on our media preferences, even doubling and tripling up on the 
 media we’re actually consuming at any one moment. All You Can See The vast majority of consumers are 
 using a device to augment or distract from traditional media. They call it a “second screen. ”It’s a small glowing screen in your hand used in front of the large 
 glowing screen on your wall. Over 80% of mobile users do it.” The interesting trend is in their 
 convergence: one-sixth of viewers are engaging with each other on the web around TV content. Second Screen Our headline in the history books just might be “The Great Media Binge.” Advances in technology have created so many new things to enjoy – without actually reducing our love of the old ones. 
 That’s left us doubling and tripling
 up on our media preferences, even doubling and tripling up on the 
 media we’re actually consuming at All You Can See Nearly 90% of e-book readers continue to read physical volumes. The two forms seem to serve different purposes. Which Book?
  116. 116. Our headline in the history books just might be “The Great Media Binge.” Advances in technology have created so many new things to enjoy – without actually reducing our love of the old ones. 
 That’s left us doubling and tripling
 up on our media preferences, even doubling and tripling up on the 
 media we’re actually consuming at any one moment. All You Can See The vast majority of consumers are 
 using a device to augment or distract from traditional media. They call it a “second screen. ”It’s a small glowing screen in your hand used in front of the large 
 glowing screen on your wall. Over 80% of mobile users do it. The interesting trend is in their 
 convergence: one-sixth of viewers are engaging with each other on the web around TV content. Second Screen The interesting trend is in their convergence: one-sixth of viewers are engaging with each other on the web around TV content. Among those under 35, more than half do so. Convergence
  117. 117. The new cocktail party question–“What are you binge watching?” Netflix, Amazon.com, Hulu and others have given viewers the chance to catch up on shows they may have missed the first time around. Add in the number of homes that have digital video recorders, almost 
 half (up from 19% is 2008) and you have an audience completely 
 untethered from a linear television schedule, but still addicted to the magic of television drama. In the lull after Breaking Bad and Orange is the New Black, Netflix addicts are going old school, dialing up Twin Peaks and Dr. Who while waiting for new seasons of House of Cards and Downton Abbey. Behind the Scenes As many as 40% of
 all tweets at peak time 
 are about programs on TV at the time, behavior which is actively 
 promoted by programs like #HIGNFY, #BBCQT or #XFACTOR. 40%
  118. 118. In Short You’re a narcissist. You’re a luddite. Look at my baby. I’m tired of your baby. Oooh, the great debate of 
 privacy, sharing, and attention is heating up. SHARING 
 IS THE NEW 
 SATISFACTION 3.
  119. 119. We’re increasingly experiencing our lives through the lenses of our outstretched camera phones. Not to save it – but to share it. It’s more than a habit, it’s a new kind of satisfaction. For many, an 
 experience just isn’t complete without sharing what we saw, heard, learned, or tasted. There’s passion in that pass along. Like If you’ve seen one baby / back-to-school / engagement photo, you’ve seen them all. Everything from fears about privacy to a 
 feeling of overexposure, to angst about whether their own lives measure up to the Facebook Dream, to just plain boredom is causing a big backlash against the 
 share-everything social world. Unlike Forty percent of adult internet users surveyed manage multiple social networking profiles 50 percent of users surveyed have either taken or have considered taking a break from social networking 40% 50%
  120. 120. We’re increasingly experiencing our lives through the lenses of our outstretched camera phones. Not to save it – but to share it. It’s more than a habit, it’s a new kind of satisfaction. For many, an 
 experience just isn’t complete without sharing what we saw, heard, learned, or tasted. There’s passion in that pass Like If you’ve seen one baby / back-to-school / engagement photo, you’ve seen them all. Everything from fears about privacy to a 
 feeling of overexposure, to angst about whether their own lives measure up to the Facebook Dream, to just plain boredom is causing a big backlash against the 
 share-everything social world. Unlike Forty percent of adult internet users surveyed manage multiple social networking profiles 50 percent of users surveyed have either taken or have considered taking a break from social networking 40% 50% The debate really heats up when super sharers and 
 real timers are together, the sharers want to instagram dinner, live tweet from the concert, and instantly review the movie. And, the real timers want to have a real conversation and a great meal without the ubiquitous typing and texting. Social Clash
  121. 121. In Short The best way to end an argument? Google it. TALK 
 TO 
 THE 
 HANDHELD 4.
  122. 122. Our smartphones have set an expectation for instant gratification. We can get sports scores, dinner reservations, and answers to almost any question with a few touches. The Pew Research Center’s Internet & American Life Project found that the hyper-connected lives of people under the age of 35 are
 suffering from a “need for instant gratification and loss of patience.” Ouch. Impatience Culture 1 in 4 Americans already report using their cell phones to win arguments It’s not just remembering. A savvy user can digitally enhance her experience of almost anything. She can pull up a map, find an 
 out-of-the-way restaurant, and identify the architect who designed the building at the corner. And, she can definitely explain how the chef is preparing that rare dish her 
 father just ordered. Life Augmented What was the name of that movie with that guy? Our impatience culture is increasingly turning to our life augmenting screen to 
 answer just that question. More and more, we’re turning those little screens around to make them a personal presentation tool, one that uncovers answers our memories cannot and proves once and for all that “I’m right and you’re wrong.” Debate Ender
  123. 123. Our smartphones have set an expectation for instant gratification. We can get sports scores, dinner reservations, and answers to almost any question with a few touches. The Pew Research Center’s Internet & American Life Project found that the hyper-connected lives of people under the age of 35 are
 suffering from a “need for instant gratification and loss of patience.” Ouch. Impatience Culture 1 in 4 Americans already report using their cell phones to win arguments It’s not just remembering. A savvy user can digitally enhance her experience of almost anything. She can pull up a map, find an 
 out-of-the-way restaurant, and identify the architect who designed the building at the corner. And, she can definitely explain how the chef is preparing that rare dish her 
 father just ordered. Life Augmented What was the name of that movie with that guy? Our impatience culture is increasingly turning to our life augmenting screen to 
 answer just that question. More and more, we’re turning those little screens around to make them a personal presentation tool, one that uncovers answers our memories cannot and proves once and for all that “I’m right and you’re wrong.” Debate Ender The percent of Americans using their cell phones to win arguments will double in the year 2014. Prediction
  124. 124. In Short In this new age of sincerity, people expect companies to get real. GET WITH THE WABI-SABI 5.
  125. 125. It’s difficult to disappoint a cynic. They already expect the worst in people and situations, so reality rarely lets them down. But we’re at a new transition point in culture, one that swings away from the 
 decades of post-Vietnam, Cold War irony to a new kind of sincerity. Sincerely Yours 68% of consumers trust 
 reviews more when they see both good and bad scores 68% People are looking for more real, honest connections with other
 people and communities. It’s that same spirit that’s leading them to
 expect a new level of authenticity from brands. It’s not enough for 
 companies to say they have nothing to hide, today’s consumers expect them to prove it with their actions and openness. Authenticity Now 30% 30% suspect censorship or faked reviews if there aren’t any negative comments A philosophy of aesthetics that emphasizes the beauty of the imperfect, impermanent, and incomplete (noun) : [Japanese] Wabi-sabi
  126. 126. People will be more attracted and loyal to brands that have a little wabi-sabi. It’s the flaws that make some- thing desirable. The authentic- ity of imperfection. (noun) : [Japanese] Wabi-sabi McDonald’s P&G actively recruits moms to
 moderate their individual facebook pages for brands such as Tide and Downy, even giving them latitude to share some details of their 
 personal lives and carry on 
 genuine , unscripted, dialog with others who have liked the brand page and have it in their stream. P&G View > McDonalds developed a YouTube video featuring the Director of 
 Marketing for Canada, Hope
 Bagozzi, that places an actual, 
 store-bought quarter pounder side-by-side with a “hero” quarter pounder used in a McDonald’s photo shoot to explain why the two look different and, as importantly, how they’re the same.
  127. 127. In Short Comparative data is the new context that drives our sense of failure or accomplishment. IT’S ALL 
 ABOUT 
 BEATING THE JONESES 6.
  128. 128. Adult life, it turns out, is full of lots of things you should do. But what do people like you actually do? Expectation Explosion That’s where comparative data comes in. 
 An electric bill might show your home’s power usage vs. the neighbors. An app might display your relative time on a run around the park. We’re desiring more and more of these clues that show us where we fit in and what counts as good (enough) behavior. After all, the goal isn’t to be perfect, it’s just to better than most. Fitting In In one experiment, a simple sign telling people that “most people in this hotel reuse their towels at least once during their stay” increased reuse rates by 26%. Social scientists have found that seeing comparative data is a more effective route to behavior change than making more rules. It’s called social proof.
 When people are uncertain about a course of action, they tend to look outside of themselves and to other people around them to guide their decisions & actions. People Proof Without Sign With Sign 26%+
  129. 129. Adult life, it turns out, is full of lots of things you should do. But what do people like you actually do? Expectation Explosion That’s where comparative data comes in. 
 An electric bill might show your home’s power usage vs. the neighbors. An app might display your relative time on a run around the park. We’re desiring more and more of these clues that show us where we fit in and what counts as good (enough) behavior. After all, the goal isn’t to be perfect, it’s just to better than most. Fitting In In one experiment, a simple sign telling people that “most people in this hotel reuse their towels at least once during their stay” increased reuse rates by 26%. Social scientists have found that seeing comparative data is a more effective route to behavior change than making more rules. It’s called social proof.
 When people are uncertain about a course of action, they tend to look outside of themselves and to other people around them to guide their decisions & actions. People Proof Without Sign With Sign 26%+ Work out 30 (now 60??) minutes/day. Save 10%. Eat dark, leafy greens. Expectations
  130. 130. In Short In the world of constant partial attention, eye contact is the next human connection to be left behind. THE END OF EYE 
 CONTACT 7.
  131. 131. Typical Required Between staring at computers during the work day and regularly gazing down at our phones, people are spending more time with their eyes glued to their screens than ever before. There are two groups particularly who are making even less eye contact: doctors (because electronic health records demand so much of their in-exam attention), and Millennials (because of FOMO). The Stare Do you have it? We might. It’s fear of missing out. And, it drives constant checking of the little screen. For Millenials – the most effected – it’s become
 culturally acceptable to answer the phone during dinner or to glance down at texts. It’s way more than a habit. These hyper-connected twenty- and thirty somethings feel compelled to check mobile gadgets repeatedly to see what social opportunities they are missing. F.O.M.O That lack of eye 
 contact is having a big impact on human connections. The Stare
  132. 132. Typical Required Between staring at computers during the work day and regularly gazing down at our phones, people are spending more time with their eyes glued to their screens than ever before. There are two groups particularly who are making even less eye contact: doctors (because electronic health records demand so much of their in-exam attention) and Millennials (because of FOMO). The Stare Do you have it? We might. It’s fear of missing out. And, it drives constant checking of the little screen. For Millenials – the most effected – it’s become
 culturally acceptable to answer the phone during dinner or to glance down at texts. It’s way more than a habit. These hyper-connected twenty- and thirty somethings feel compelled to check mobile gadgets repeatedly to see what social opportunities they are missing. F.O.M.O That lack of eye 
 contact is having a big impact on human connections. The Stare Today, adults make eye contact between 
 30-60% of the time in a typical conversation, but emotional connection is built when eye contact is made during 60-70% percent 
 of a conversation. Emotional Disconnect
  133. 133. In Short Traditional education is being challenged by people who believe what you know is way more important than how you learned it. MORTAR OR 
 MASTERY 8.
  134. 134. 50.2% of schools are adding a MOOC 50% 37% 37% of schools
 already have a MOOC In our changing economy where you can get information anywhere, a person’s degree of mastery for a subject is becoming more valuable than his master’s degree. That trend becomes even more prevalent in industries that are in rapid transformation, where it’s 
 critical to have access to the latest ideas and approaches. Information Everywhere MOOCs, or massive open online courses, are part of that major 
 disruption to how we think about what it means to be educated.
 MOOCs put lecture videos and interactive course work on the web 
 making it possible for education to reach more students and allow for
 different styles of learning.
 Top-notch universities like Stanford and Harvard and leading employers like AT&T and Google are creating their own “degree of mastery” online programs to let self-motivated learners learn for little or no cost. MOOC-ing
  135. 135. 50.2% of schools are adding a MOOC 50% 37% 37% of schools
 already have a MOOC In our changing economy where you can get information anywhere, a person’s degree of mastery for a subject is becoming more valuable than his master’s degree. That trend becomes even more prevalent in industries that are in rapid transformation, where it’s 
 critical to have access to the latest ideas and approaches. Information Everywhere MOOCs, or massive open online courses, are part of that major 
 disruption to how we think about what it means to be educated.
 MOOCs put lecture videos and interactive course work on the web 
 making it possible for education to reach more students and allow for
 different styles of learning.
 Top-notch universities like Stanford and Harvard and leading employers like AT&T and Google are creating their own “degree of mastery” online programs to let self-motivated learners learn for little or no cost. MOOC-ing Salman Khan has delivered over 240 million 
 lessons on Khan Academy. His memorable, short 
 videos include more than 4,000 micro lectures in mathematics, history, healthcare, medicine, finance, physics, chemistry, biology, astronomy, economics, cosmology, organic chemistry, American civics, art history, macroeconomics, microeconomics, and computer science. Khan Academy
  136. 136. 50.2% of schools are adding a MOOC 50% 37% 37% of schools
 already have a MOOC In our changing economy where you can get information anywhere, a person’s degree of mastery for a subject is becoming more valuable than his master’s degree. That trend becomes even more prevalent in industries that are in rapid transformation, where it’s 
 critical to have access to the latest ideas and approaches. Information Everywhere MOOCs, or massive open online courses, are part of that major 
 disruption to how we think about what it means to be educated.
 MOOCs put lecture videos and interactive course work on the web 
 making it possible for education to reach more students and allow for
 different styles of learning.
 Top-notch universities like Stanford and Harvard and leading employers like AT&T and Google are creating their own “degree of mastery” online programs to let self-motivated learners learn for little or no cost. MOOC-ing Cost of tuition and expenses for one person to attend one year at Harvard: $63,000. 
 Cost to the almost 5 million people who’ve attended the famous “Justice” course at Harvard online: $0. $63,000 to $0
  137. 137. 2.5 million have participated in a MOOC since 2011. They’ve taken on the voluntary homework for learning without limitations. The latest platforms have created an opportunity for a classroom community – connecting thousands of people around the world with one syllabus and one big conversation. Voluntary Homework In 2011, nearly 7 million students had taken at least one online course. Number of Students Taking at Least One Online Course 2002 2011
  138. 138. 2.5 million have participated in a MOOC since 2011. They’ve taken on the voluntary homework for learning without limitations. The latest platforms have created an opportunity for a classroom community – connecting thousands of people around the world with one syllabus and one big conversation. In 2011, nearly 7 million students had taken at least one online course. Number of Students Taking at Least One Online Course 2002 2011 6,714,792 Voluntary Homework
  139. 139. Sources
 U.S. Census, 2010, ESA, 2013, Pew Research 2013, Motorola, 2013, Reevoo.com, January 2012, MyLife.com 2013, Quantified Impressions, Changing Course, 2013 To discuss this report live, request another module, or 
 schedule a presentation of trends, please contact Leigh Householder at 614-543-6496 or leigh.householder@gsw-w.com
  140. 140. Social Media Trends 2014
  141. 141. First - 2013
  142. 142. @cedricspeak University of Massachusetts Dartmouth Center for Marketing Research Social Media usage has surged
  143. 143. @cedricspeak
  144. 144. @cedricspeak
  145. 145. @cedricspeak THE STATE OF SOCIAL MEDIA TODAY 60% believe that roles & responsibilities around social are well defined 52% believe top execs are informed, engaged & aligned with social strategy 52% believe the social strategy includes a roadmap for the next 1+ years 48% believe they have a long term vision for how social media will improve customer relationships 65% believe that risk management is understood by the business 34% believe that there are clear metrics linking social activities with business outcomes 67% of companies surveyed were active in social with no real link to business goals.
  146. 146. @cedricspeak Updates to Platforms • The past year has been filled with updates and new changes to some of the most used social media platforms. • Facebook made extensive changes to their analytics, advertising and newsfeed algorithm… and to their privacy settings • While Instagram introduced the ability to upload videos to give Vine a run for their money. • Many of the changes we’ve seen this year will go on to shape the way campaigns and content are made in social well into 2014
  147. 147. 2014
  148. 148. @cedricspeak Greater Social Platform Diversity The Rise of Micro- videos Increased Use of Image-Based Content Paid Social Media goes mainstream Social ROI Rise of mobile Omni-Channel Marketing
  149. 149. Greater Social Platform Diversity
  150. 150. @cedricspeak What has happened?  New social platforms have emerged in 2013 that have made for surprising marketing efforts  Existing popular networks have also made significant updates that have huge potential  Global brands are starting to experiment with new platforms and ad formats other than Facebook to increase their digital footprint
  151. 151. @cedricspeak Smaller platforms becoming mainstream
  152. 152. @cedricspeak Even B2B marketers are diversifying
  153. 153. @cedricspeak  They provide marketers with new content creation options that can be used to further engage and build audiences  It builds brand equity by making it easier for consumer to see and interact with the brand  Makes a brand stand out from clutter Why is it important?
  154. 154. @cedricspeak
  155. 155. The Rise of Micro-Videos
  156. 156. @cedricspeak
  157. 157. @cedricspeak How did it happen?  Twitter started the wave when they launch Vine, but Instagram’s update to support videos sealed the deal for micro-videos  The short clips are easily digestible for the short attention spans of customers these days and has become quick, easy and very simple to create and share
  158. 158. @cedricspeak Micro-videostars are the new influencers  Early adopters of Vine and Instagram videos have become stars in their own niche, becoming a new breed of influencers who are truly creative, not just popular  Brands who have seized the opportunities have also started including these platforms in their marketing efforts  Brands will have to really understand their customers and collaborate with artists and not just within their own companies for content
  159. 159. @cedricspeak What are brands doing on Vine? SEPHORA: https://vine.co/v/bY2nHIBJbWT PUMA: https://vine.co/v/bltq3WEpjlT FCUK: https://vine.co/v/huFAvU5zLUK SAMSUNG MOBILE: https://vine.co/v/hB05eTwLhUB
  160. 160. @cedricspeak What are brands doing on Instagram? KATE SPADE: http://instagram.com/p/ayieibgeAs/# LULULEMON: http://instagram.com/p/er9sQXSm-4/ CHARITY:WATER: http://instagram.com/p/aye_2mGhNa/ GAP: http://instagram.com/p/ayuEy-j9uL/#
  161. 161. Image-Based Content Will Rule
  162. 162. @cedricspeak New use of images on social platforms  Instagram rolled out its first ever ad on it’s platform to its US users  Twitter introduces image and video previews in streams
  163. 163. @cedricspeak Twitter now looks like this  Tweets used to be line after line of texts  Users will now see images directly in their stream  In a sea of text, an attractive image is going to make your brand stand out more than the others  Promoted Tweets that come with photos also get an added boost with this new update
  164. 164. @cedricspeak What does this mean to the marketer?  Creating good image content is now becoming more important than ever with platforms other than Facebook adding new opportunities for marketers  But users now have the advantage of providing feedback to the platforms on the content that they are seeing from brands  Good image content can make the difference between a user hiding your post and blocking your content from their stream, or Like-ing and following you
  165. 165. @cedricspeak Snapchat marketing will gain popularity  Snapchat is the hot mobile app that sends out messages (text, photo or short video), called “snaps”.  These snaps auto-destruct after a short moment of time, between 1 to 10 seconds depending on how the snap was set up.  The fact that snaps are deleted from the server answers a lot of privacy concerns that have plagued other platforms
  166. 166. @cedricspeak ASOS sent followers surprise discounts
  167. 167. @cedricspeak 16Handles also sent instant discounts
  168. 168. Increased Importance of Social ROI
  169. 169. @cedricspeak Why should you monitor social ROI?  Marketers will increasingly need to know what metrics to measure in order to close the gap between social efforts and actual revenue  Social media serves three key marketing objectives and these are why investment in social media will become a necessity for all businesses in 2014
  170. 170. @cedricspeak Where social stands in the sales funnel • Social media sparks conversations with potential customers much earlier than traditional media Netbase, Social Savvy e-Book, 2013
  171. 171. @cedricspeak Business Outcome Increase sales and develop a youthful positioning Social Media Outcome Clarks as a trendy brand with traffic to website and increase footfall to stores
  172. 172. @cedricspeak Content Strategy Content Strategy involved trendy images showing a youthful and trendy side to Clarks. The tactical activity involves driving store footfalls What was Measured Followers, Direct sales from tactical activities on social media, Engagement and participation rates, Brand health metrics, Customer service cost savings
  173. 173. @cedricspeak Business Outcome Increase sales & drive market-share for Travellershield during critical pre- Summer period Social Media Outcome Increase online sales, customer service and decrease cost of marketing
  174. 174. @cedricspeak Content Strategy The social media effort is clearly aimed at increasing online sales through direct customer value. Social is also a key driver of cost savings – (Marketing, customer savings, Recruitment) What was Measured Direct sales from social media tactical activities, savings in marketing and customer service costs, website traffic increase
  175. 175. Paid Social Goes Mainstream
  176. 176. @cedricspeak Paid Media now accounts for over 16% of all online spends. Not limited to social campaigns
  177. 177. @cedricspeak Here’s the first ad on Instagram
  178. 178. @cedricspeak This ad proved more cost effective than other forms of media in terms of response and reach
  179. 179. Rise of Mobile
  180. 180. @cedricspeak
  181. 181. @cedricspeak
  182. 182. Use of Omni-Channel Marketing
  183. 183. @cedricspeak What is this omni-channel marketing?
  184. 184. @cedricspeak What powered this shift? • The lines between offline and online shopping experiences have been blurring
  185. 185. @cedricspeak What powered this shift? • Roughly 3 in 4 consumers research online after seeing an offline ad
  186. 186. @cedricspeak What does this mean for marketers? • Marketers need to diversify their approach to awareness with the use of new and multiple platforms • Another reason to step away from FB solely and branch out to new platforms
  187. 187. Summary •Social Media becomes mainstream •Newer platforms to be taken note of •Integrate from the Start – Not an add on •Measure, Measure, Measure – Analytics as a practice

×