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Trends
Briefing
Briefing
Digital
Marketing
Trends
2014
Dr Dave Chaffey
SmartInsights.com
Download:
http://bit.ly/smarttr...
2
Trends
Briefing
 Books  Online advice and consulting
www.smartinsights.com
About Dave Chaffey
About Dave Chaffey
• A p...
3
Trends
Briefing
Share your ideas on innovation
in marketing to win!
http://bit.ly/smarttrends
#marketingtrends2014
4
Trends
Briefing
5
Trends
Briefing
http://bit.ly/smartgraphics
22 Trends and recommendations structured around RACE Planning
6
Trends
Briefing
Trend 1: Defining Future vision of “Modern” or Integrated Marketing
 PLAN
7
Trends
Briefing
 1. Digital marketing is Marketing
 2. You need a strategy
 3. Measurement and optimisation
to improv...
8
Trends
Briefing
Recommendation:
Create a
Success Map
for Digital Marketing
Define what is core
to your Vision
Example of...
9
Trends
Briefing
Trend 3: CXM: Investment in Marketing
Personas and touchpoint mapping
Source:
Richard Sedley
http://bit....
10
Trends
Briefing
Trend 4: Investment in Brand OVP/YouTility
Audience use of
digital and social
media > Personas
Commerci...
11
Trends
Briefing
Improving Reach
Key Trends
 Increased micro-targeting options
 Mobile targeting
 Engagement through ...
12
Trends
Briefing
Selecting the best communications mix
 REACH
13
Trends
Briefing
Q. Which media work best for you?
 REACH
14
Trends
Briefing
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
AdWords
Remarketing
Facebook
cust...
15
Trends
Briefing
Trend 6: Use of attribution to assess media effectiveness
Recommendation:
Use Google’s
Multichannel
Fun...
16
Trends
Briefing
Recommendation:
Review average
touches per order
and
Number of channels
per order to
understand
consume...
17
Trends
Briefing
Trend 7. Mobile user online ad investment
18
Trends
Briefing
Recommendation:
Account for “Not
Provided” and iOS6
in deep analysis.
19
Trends
Briefing
Trend 8. Engagement through visual apps + content
20
Trends
Briefing
21
Trends
Briefing
Jeff Bezos on
Shiny Objects
"There are always shiny
things.
A company shouldn’t get
addicted to being s...
22
Trends
Briefing
SEO Trends?
 1. Content – requires depth
and detail “Epic/Nuclear”
 2. Different types of content
giv...
23
Trends
Briefing
Increasing InterACTion
Key trends
 Interactive content marketing
 Investment in outreach
 Immersive-...
24
Trends
Briefing
Growth example: ASOS.com
25
Trends
Briefing
26
Trends
Briefing
Using content to drive growth – B2C
27
Trends
Briefing
The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Del...
28
Trends
Briefing
Trend 10. Evaluation of content and
social media marketing investments
Criteria?
 Rev/visit
 Demand+
...
29
Trends
Briefing
Matrix
Presentation title Author's name 5 April, 2014 Confidential
http://bit.ly/smartercontent
30
Trends
Briefing
http://bit.ly/smarthealthcheckTrend 11. Interactive content marketing
31
Trends
Briefing
Trend 12. Investment in Outreach and Partnership
http://bit.ly/smartoutreach
http://traackr.com/faces-o...
32
Trends
Briefing
Trend 13. More immersive mobile responsive landing pages
 ACT
33
Trends
Briefing
https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
34
Trends
Briefing
35
Trends
Briefing
Increasing Conversion
Key trends
 Evolutionary site design / growth hacking
 Mobile CRO
 Improvement...
36
Trends
Briefing
Trend 14: Evolutionary site design
Source: Chris Goward - WiderFunnel
37
Trends
Briefing
Q2. Mid-funnel page tests using
Google content experiments
Q3. Home page enhancement and
Pippity pop-up...
38
Trends
Briefing
Trend 15: Mobile CRO
Recommendation: Review leads, sales from different device, resolution Advanced Seg...
39
Trends
Briefing
The challenge of Mobile CRO
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase
c...
40
Trends
Briefing
 Vision on Left…
 In place 2014:
 Universal Analytics giving:
 Data import – Measurement Protocol
...
41
Trends
Briefing
Also use Multichannel Funnel reports to help with budget allocation
42
Trends
Briefing
Source: Occam’s Razor Avinash Kaushik
43
Trends
Briefing
Improving Engagement
Key trends
 Customer satisfaction and feedback
 Social media marketing
 Engagin...
44
Trends
Briefing
Trend 17: Customer feedback tools mainstream
http://bit.ly/smartfeedback
45
Trends
Briefing
Trend 18: Integration through Social CRM
46
Trends
Briefing
Trend 17: Mobile email popularity
47
Trends
Briefing
Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013...
48
Trends
Briefing
Trend 20: Marketing Automation. Behavioural email gets serious!
49
Trends
Briefing
Trend 21: Email testing increases in sophistication
Source: Philips presenting on PlantoEngage.com
50
Trends
Briefing
Using event-triggered emails –
Marketing Automation / Re-marketing example
 1. Generic branded follow-...
51
Trends
Briefing
Trend 21: Leaders blend responsive design + content + relevance
Source: Econsultancy
52
Trends
Briefing
Trend 22: Wearable tech and lifelogging
53
Trends
Briefing
54
Trends
Briefing
Let’s Connect!
Questions & discussion welcome
 Blog
www.smartinsights.com/blog
 Feeds
www.feedburner....
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Dave Chaffey - Online marketing trends 2014

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Transcript of "Dave Chaffey - Online marketing trends 2014"

  1. 1. 1 Trends Briefing Briefing Digital Marketing Trends 2014 Dr Dave Chaffey SmartInsights.com Download: http://bit.ly/smarttrends #marketingtrends2014
  2. 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. 3 Trends Briefing Share your ideas on innovation in marketing to win! http://bit.ly/smarttrends #marketingtrends2014
  4. 4. 4 Trends Briefing
  5. 5. 5 Trends Briefing http://bit.ly/smartgraphics 22 Trends and recommendations structured around RACE Planning
  6. 6. 6 Trends Briefing Trend 1: Defining Future vision of “Modern” or Integrated Marketing  PLAN
  7. 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. 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. 9 Trends Briefing Trend 3: CXM: Investment in Marketing Personas and touchpoint mapping Source: Richard Sedley http://bit.ly/smartpersonas  PLAN
  10. 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. 11 Trends Briefing Improving Reach Key Trends  Increased micro-targeting options  Mobile targeting  Engagement through Visual Apps  Quality SEO signals
  12. 12. 12 Trends Briefing Selecting the best communications mix  REACH
  13. 13. 13 Trends Briefing Q. Which media work best for you?  REACH
  14. 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. 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. 16 Trends Briefing Recommendation: Review average touches per order and Number of channels per order to understand consumer behaviour
  17. 17. 17 Trends Briefing Trend 7. Mobile user online ad investment
  18. 18. 18 Trends Briefing Recommendation: Account for “Not Provided” and iOS6 in deep analysis.
  19. 19. 19 Trends Briefing Trend 8. Engagement through visual apps + content
  20. 20. 20 Trends Briefing
  21. 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. 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. 23 Trends Briefing Increasing InterACTion Key trends  Interactive content marketing  Investment in outreach  Immersive-responsive landing pages
  24. 24. 24 Trends Briefing Growth example: ASOS.com
  25. 25. 25 Trends Briefing
  26. 26. 26 Trends Briefing Using content to drive growth – B2C
  27. 27. 27 Trends Briefing The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
  28. 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. 29 Trends Briefing Matrix Presentation title Author's name 5 April, 2014 Confidential http://bit.ly/smartercontent
  30. 30. 30 Trends Briefing http://bit.ly/smarthealthcheckTrend 11. Interactive content marketing
  31. 31. 31 Trends Briefing Trend 12. Investment in Outreach and Partnership http://bit.ly/smartoutreach http://traackr.com/faces-of-influence/
  32. 32. 32 Trends Briefing Trend 13. More immersive mobile responsive landing pages  ACT
  33. 33. 33 Trends Briefing https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
  34. 34. 34 Trends Briefing
  35. 35. 35 Trends Briefing Increasing Conversion Key trends  Evolutionary site design / growth hacking  Mobile CRO  Improvements to Universal Analytics
  36. 36. 36 Trends Briefing Trend 14: Evolutionary site design Source: Chris Goward - WiderFunnel
  37. 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. 38 Trends Briefing Trend 15: Mobile CRO Recommendation: Review leads, sales from different device, resolution Advanced Segments
  39. 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. 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. 41 Trends Briefing Also use Multichannel Funnel reports to help with budget allocation
  42. 42. 42 Trends Briefing Source: Occam’s Razor Avinash Kaushik
  43. 43. 43 Trends Briefing Improving Engagement Key trends  Customer satisfaction and feedback  Social media marketing  Engaging Email marketing  Wearable computing and lifelogging
  44. 44. 44 Trends Briefing Trend 17: Customer feedback tools mainstream http://bit.ly/smartfeedback
  45. 45. 45 Trends Briefing Trend 18: Integration through Social CRM
  46. 46. 46 Trends Briefing Trend 17: Mobile email popularity
  47. 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. 48 Trends Briefing Trend 20: Marketing Automation. Behavioural email gets serious!
  49. 49. 49 Trends Briefing Trend 21: Email testing increases in sophistication Source: Philips presenting on PlantoEngage.com
  50. 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. 51 Trends Briefing Trend 21: Leaders blend responsive design + content + relevance Source: Econsultancy
  52. 52. 52 Trends Briefing Trend 22: Wearable tech and lifelogging
  53. 53. 53 Trends Briefing
  54. 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
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