Dave Chaffey - Online marketing trends 2014

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  • 1. 1 Trends Briefing Briefing Digital Marketing Trends 2014 Dr Dave Chaffey SmartInsights.com Download: http://bit.ly/smarttrends #marketingtrends2014
  • 2. 2 Trends Briefing  Books  Online advice and consulting www.smartinsights.com About Dave Chaffey About Dave Chaffey • A professional trainer in E-marketing since 1997 • Author of 5 bestselling marketing books now in their 4th and 5th edition • Manages SmartInsights.com a marketing advice site with paid members in over 50 countries • Insights Director at agency ClickThrough Marketing
  • 3. 3 Trends Briefing Share your ideas on innovation in marketing to win! http://bit.ly/smarttrends #marketingtrends2014
  • 4. 4 Trends Briefing
  • 5. 5 Trends Briefing http://bit.ly/smartgraphics 22 Trends and recommendations structured around RACE Planning
  • 6. 6 Trends Briefing Trend 1: Defining Future vision of “Modern” or Integrated Marketing  PLAN
  • 7. 7 Trends Briefing  1. Digital marketing is Marketing  2. You need a strategy  3. Measurement and optimisation to improve commercial results are the foundation  4. Joined-up customer-centred marketing is essential  5. Keep communications human  6. Be agile  7. Inbound marketing trumps outbound marketing  8. Engagement is the real challenge  9. Think Global, Act Local  10. Markets are conversations  1. Strategy  2. Commercial  3. Customer Experience  4. Integration  5. Brand  6. Data  7. Personalisation  8. Technology  9. Content  10. Social  11. Character 2011 2013  PLAN
  • 8. 8 Trends Briefing Recommendation: Create a Success Map for Digital Marketing Define what is core to your Vision Example of Ishikawa or Fishbone diagram Growth Hacking post  PLAN Trend 2: Managing performance drivers through growth hacking
  • 9. 9 Trends Briefing Trend 3: CXM: Investment in Marketing Personas and touchpoint mapping Source: Richard Sedley http://bit.ly/smartpersonas  PLAN
  • 10. 10 Trends Briefing Trend 4: Investment in Brand OVP/YouTility Audience use of digital and social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools OVP = Online Value Proposition = Brand Adding Value to Audience  Help me do my job / live my life  Help me develop / learn  Help Make me look good  Help Entertain Me!  Help me Select and Use Products http://bit.ly/smartovp  PLAN
  • 11. 11 Trends Briefing Improving Reach Key Trends  Increased micro-targeting options  Mobile targeting  Engagement through Visual Apps  Quality SEO signals
  • 12. 12 Trends Briefing Selecting the best communications mix  REACH
  • 13. 13 Trends Briefing Q. Which media work best for you?  REACH
  • 14. 14 Trends Briefing Effectiveness (potential sales volume) Investment(resourceneeded) SEO AdWords Remarketing Facebook custom audiences AdWords Social amplification Media related PR Influencer PR Integrated engagement campaigns Blog marketing Vertical niche campaigns  REACH Sponsored Tweets Instagram Trend 5: Increased in paid, owned, earned media targeting FBX Retargeting Facebook Promoted Posts
  • 15. 15 Trends Briefing Trend 6: Use of attribution to assess media effectiveness Recommendation: Use Google’s Multichannel Funnels and Attribution Models to report effective touchpoints  REACH
  • 16. 16 Trends Briefing Recommendation: Review average touches per order and Number of channels per order to understand consumer behaviour
  • 17. 17 Trends Briefing Trend 7. Mobile user online ad investment
  • 18. 18 Trends Briefing Recommendation: Account for “Not Provided” and iOS6 in deep analysis.
  • 19. 19 Trends Briefing Trend 8. Engagement through visual apps + content
  • 20. 20 Trends Briefing
  • 21. 21 Trends Briefing Jeff Bezos on Shiny Objects "There are always shiny things. A company shouldn’t get addicted to being shiny, because shiny doesn’t last. You really want something that’s much deeper- keeled. You want your customers to value your service. Wired Interview
  • 22. 22 Trends Briefing SEO Trends?  1. Content – requires depth and detail “Epic/Nuclear”  2. Different types of content give traction  3. Author authority and social signals matters  4. Links remain critical, but bar for quality keeps going up.  5. Diverse anchor text needed after Penguin  6. Great design matters  7. Guest posting comes under increased scrutiny  8. Social continues to exert a powerful influence  9. Mobile performance and compatibility matter  10. SEO is less tactics, more strategy Source: Search Engine Journal, MoZ ranking factors Trend 9. SEO Signals = Content, author and outreach quality
  • 23. 23 Trends Briefing Increasing InterACTion Key trends  Interactive content marketing  Investment in outreach  Immersive-responsive landing pages
  • 24. 24 Trends Briefing Growth example: ASOS.com
  • 25. 25 Trends Briefing
  • 26. 26 Trends Briefing Using content to drive growth – B2C
  • 27. 27 Trends Briefing The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
  • 28. 28 Trends Briefing Trend 10. Evaluation of content and social media marketing investments Criteria?  Rev/visit  Demand+ lead gen  Amplify  Brand fit  SEO  Longevity
  • 29. 29 Trends Briefing Matrix Presentation title Author's name 5 April, 2014 Confidential http://bit.ly/smartercontent
  • 30. 30 Trends Briefing http://bit.ly/smarthealthcheckTrend 11. Interactive content marketing
  • 31. 31 Trends Briefing Trend 12. Investment in Outreach and Partnership http://bit.ly/smartoutreach http://traackr.com/faces-of-influence/
  • 32. 32 Trends Briefing Trend 13. More immersive mobile responsive landing pages  ACT
  • 33. 33 Trends Briefing https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
  • 34. 34 Trends Briefing
  • 35. 35 Trends Briefing Increasing Conversion Key trends  Evolutionary site design / growth hacking  Mobile CRO  Improvements to Universal Analytics
  • 36. 36 Trends Briefing Trend 14: Evolutionary site design Source: Chris Goward - WiderFunnel
  • 37. 37 Trends Briefing Q2. Mid-funnel page tests using Google content experiments Q3. Home page enhancement and Pippity pop-up lead generation Example: 90 Day planning across RACE Source: Strategy into Action
  • 38. 38 Trends Briefing Trend 15: Mobile CRO Recommendation: Review leads, sales from different device, resolution Advanced Segments
  • 39. 39 Trends Briefing The challenge of Mobile CRO 0% 20% 40% 60% 80% 100% 120% Store Website msite Apps Browse vs. purchase channels Browse Purchase 88% Debenhams customers use mobile to browse vs. 12% purchase
  • 40. 40 Trends Briefing  Vision on Left…  In place 2014:  Universal Analytics giving:  Data import – Measurement Protocol  Cross-device tracking  Advanced Segments Updates e.g. cohorts  Improvements to custom report dashboards  Attribution modeling now mainstream Trend 16: Deeper use of analytics
  • 41. 41 Trends Briefing Also use Multichannel Funnel reports to help with budget allocation
  • 42. 42 Trends Briefing Source: Occam’s Razor Avinash Kaushik
  • 43. 43 Trends Briefing Improving Engagement Key trends  Customer satisfaction and feedback  Social media marketing  Engaging Email marketing  Wearable computing and lifelogging
  • 44. 44 Trends Briefing Trend 17: Customer feedback tools mainstream http://bit.ly/smartfeedback
  • 45. 45 Trends Briefing Trend 18: Integration through Social CRM
  • 46. 46 Trends Briefing Trend 17: Mobile email popularity
  • 47. 47 Trends Briefing Location: Published / Surveyed: Sample: Source: Original source: Worldwide July 2013 Feb 2012-June 2013 Collected from 250 million email opens Litmus % Email Opens across desktop and mobile Litmus blog
  • 48. 48 Trends Briefing Trend 20: Marketing Automation. Behavioural email gets serious!
  • 49. 49 Trends Briefing Trend 21: Email testing increases in sophistication Source: Philips presenting on PlantoEngage.com
  • 50. 50 Trends Briefing Using event-triggered emails – Marketing Automation / Re-marketing example  1. Generic branded follow-up email : +10% conversion rate.  2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.  3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: Smart Insights: Email re-marketing http://bit.ly/smarteremail
  • 51. 51 Trends Briefing Trend 21: Leaders blend responsive design + content + relevance Source: Econsultancy
  • 52. 52 Trends Briefing Trend 22: Wearable tech and lifelogging
  • 53. 53 Trends Briefing
  • 54. 54 Trends Briefing Let’s Connect! Questions & discussion welcome  Blog www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsi ghts  Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey