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Ten Digital Marketing Trends To Watch For

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When it comes to digital marketing, resolutions shouldn't just be made at the start of the year. In an ever-changing and evolving digital world it’s important to regularly look at your strategy and …

When it comes to digital marketing, resolutions shouldn't just be made at the start of the year. In an ever-changing and evolving digital world it’s important to regularly look at your strategy and calibrate it against the emergent trends in order to maximise the opportunities presented. The challenge is spotting which trends in digital can deliver real value for your customers and which are just passing fads. The following ten questions are based on trends that we feel have the potential to be leveraged by our clients and their brands over the coming months.

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  • 1. Digital Marketing10 Trends To Watch For
  • 2. 10 Trends in Digital Marketing To Watch ForWhen it comes to digital marketing, resolutionsshouldn’t just be made at the start of the year.In an ever-changing and evolving digital worldit’s important to regularly look at your strategyand calibrate it against the emergent trends inorder to maximise the opportunities presented.The challenge is spotting which trends in digitalcan deliver real value for your customers andwhich are just passing fads. The following tenquestions are based on trends that we feel havethe potential to be leveraged by our clients andtheir brands over the coming months.If you’d like to talk any of these through in moredetail or explore ways in which we can help youbuild your digital marketing capabilities withinyour organisation, we’d be happy to hear fromyou. © BRAND LEARNING 2012 2
  • 3. Are you integrating your digital activitiesinto your offline brand experience? © BRAND LEARNING 2012 3
  • 4. Integrating the online and offlinecustomer experience can add truevalue.House of Fraser’s Buy & Collectservice combines the range andavailability customers enjoy online,with a real-world retail experience.Audi have opened the firstshowroom without any cars.Customers can use Kinecttechnology and a 210 inch screen,to personalise cars from anunlimited range of virtual models. © BRAND LEARNING 2012 4
  • 5. Brand Learning has a wealth ofexperience developing tailored integratedcommunications and activation planningmodules that allow Marketers to plan anddevelop their activities around theconsumer regardless of the specifictechnology platform. We also offer aready-to-go Integrated CommunicationsAcademy module. © BRAND LEARNING 2012 5
  • 6. Is mobile key and core toyour digital strategy goingforward? © BRAND LEARNING 2012 6
  • 7. Increasingly the world accesses the webthrough mobile devices; mobile is oftenthe ‘glue’ between online and the realworld.Start-up organisations such as Path,creator of the ‘smart journal’ have optedto launch on mobile before any otherplatform. Facebook have also recentlybought in talent from mobile start-upSpool, to improve the Facebook mobileuser experience. © BRAND LEARNING 2012 7
  • 8. We have expert consultantswho have first-hand experiencewith the mobile platform, fromcampaign developmentthrough to leading mobile firststart-ups, who can help buildyour capabilities in this area. © BRAND LEARNING 2012 8
  • 9. Can you truly say your onlineexperiences are creatively rich? © BRAND LEARNING 2012 9
  • 10. Firms have been applying userexperience expertise for years tooptimise the navigation and delivery ofwebsite content.At the same time, creativity is at thevery core of powerful communications.Brands are beginning to fullyappreciate and realise the importanceof aesthetics, creativity and userexperience to differentiate their onlineexperiences.This is being powered by bothtechnology such as HTML5 and drivenby increased user expectation. © BRAND LEARNING 2012 10
  • 11. Creativity is a core component of great marketing. Our creativity workshopshave given us proven experience in unlocking the creative potential withinMarketing teams whilst our client/agency programmes are aimed atestablishing a strong relationship and more impactful creative developmentprocesses. © BRAND LEARNING 2012 11
  • 12. How dynamic and personalisedis your digital content? © BRAND LEARNING 2012 12
  • 13. Brands that automatically offer relevant, personalisedweb content can add real value for customers.The technology behind Nike+ enables Nike to providecustomers with rich data and insight into their ownpersonal sporting performance.Last FM gathers data about what music you and yourfriends listen to online and tailors the radioexperience they broadcast to you. © BRAND LEARNING 2012 13
  • 14. Are you utilising the technology that exists orfixing your sights on that which doesn’t? © BRAND LEARNING 2012 14
  • 15. Marketers should consider how theirbrands can apply existing technology toadd value to the customer experience.Card company Moonpig has teamed upwith augmented-reality specialist Zapparto create video-enabled greetings cardswhich can be viewed by the recipient ontheir smartphone. Augmented-reality isnot a new technology but Moonpig haveapplied it very effectively in the contextof their brand purpose. © BRAND LEARNING 2012 15
  • 16. Our 2-day Academy DigitalAcceleration module isdesigned to demystify digitaltechnologies and allowMarketers to unlock andmaximise their potential indigital marketing. © BRAND LEARNING 2012 16
  • 17. Does your team have an eye foruser experience? © BRAND LEARNING 2012 17
  • 18. For successful digital marketing, it is critical to have Marketers in your teamwho have a variety of skills. In particular, digital Marketers must immersethemselves in creating an experience that delights the user.Apple are passionate about creating amazing products that customers desire.Steve Jobs famously said: “The Mac turned out so well because the peopleworking on it were musicians, artists, poets and historians – who alsohappened to be excellent computer scientists”. © BRAND LEARNING 2012 18
  • 19. Increasingly we need to augment our general marketing skills with digitalexpertise. Just as we have built our confidence and capability in the creativedevelopment process, marketers increasingly need to understand the basicprinciples of usability and technical developments. Brand Learning have adedicated Digital Capability team who have hands-on experience of creating,designing and building websites with none of the appetite for technical jargonand complexity that the industry has become famous for and we would behappy to share our knowledge. © BRAND LEARNING 2012 19
  • 20. Are youconnecting thedata to createinsights? © BRAND LEARNING 2012 20
  • 21. Brands that can harness the power of “bigdata” across their organisations can discoverpowerful insights that drive growth.Through research, Twitter found that whatbrought users back to the platform was thethings they loved – hobbies, conversationsand friends. Twitter re-designed the sign-upprocess so that the first thing new users nowsee are the topics they may be passionateabout. This improved user engagement withthe platform. © BRAND LEARNING 2012 21
  • 22. Do you empower your teamto test and learn? © BRAND LEARNING 2012 22
  • 23. Marketers should embrace theopportunity to continuously learn,evolve and change direction whenneeded. Start-ups with anentrepreneurial culture label thismindset ‘pivoting’. As a market leader,do you actually encourage thisapproach?First Direct are agile andexperimental; testing, learning,listening to their customers andregularly making changes to theirstrategy and offer based on theirfeedback. © BRAND LEARNING 2012 23
  • 24. Getting the culture right is absolutely critical in changing the organisation andunlocking the digital potential. Organisational transformation is an area ofdeep expertise with our Director team who have developed industry leadingsolutions for our clients in this area. © BRAND LEARNING 2012 24
  • 25. Are you learning from thestart-ups in your industry? © BRAND LEARNING 2012 25
  • 26. As well as looking at what your majorcompetitors are doing, it’s worthlooking at what the start-ups in yourindustry are up to. Don’t dismissthem – they could grow fast andthere might be some useful learningsfrom what they are doing.Yammer, launched in 2008, had avision for how social networkingcould change the way we work.Microsoft recently announced thatthey will acquire this social networkfor $1.2bn. © BRAND LEARNING 2012 26
  • 27. And finally, are you applyingall the principles of worldclass marketing? © BRAND LEARNING 2012 27
  • 28. Digital marketing success is beingpowered by the principles of worldclass marketing, not technology.We need to understand ourcustomers’ needs, define ourbrand’s purpose, create addedvalue for customers and make animpact. We need to apply theseprinciples rigorously in all areas ofmarketing and digital is noexception. © BRAND LEARNING 2012 28
  • 29. Brought to you by Brand Learning – the Leading global experts in transforming marketing capabilitiesOur mission at Brand Learning is to transformthe marketing capabilities of people, teams andorganisations.We have offices in London and New York with aglobal team of over 140 marketing and learningexperts.With our broad client base and our expert teamwe have twelve years experience in buildingworld class marketing capabilities, whether inthe digital or offline world.If you would like to discuss your DigitalMarketing capability needs please get in touch.
  • 30. Global Experts in Transforming Marketing Capabilities Burgoine Quay 8 Lower Teddington Road Hampton Wick Kingston-upon-Thames Surrey KT1 4ER United Kingdom Tel: +44 208 614 8150 www.brandlearning.comThis presentation/document contains the copyright work of The Brand Learning Partners Ltd and contains trade marks which are the property of The Brand Learning Partners Ltd (including,without limitation, Brand Learning ®, the Brand Learning Propeller ® device and the “Brand Learning Wheel™” (the “Marks”).) No rights, of ownership or otherwise, are hereby granted in or to theMarks; which may not be used or reproduced without the prior written consent of The Brand Learning Partners Limited.This presentation/document also contains materials, such as illustrations, photographs and trade marks, owned by third parties (“Third Party Materials”) and which are subject to restrictions andother conditions on use. You are required to obtain the consent of the relevant third party to any reproduction or other use of the Third Party Materials and nothing in this presentation grants orimplies any grant of any such rights on the part of The Brand Learning Partners Ltd.© The Brand Learning Partners Limited, 2012.

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