2011 digital trends webinar presentation

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  • 1. 7 Digital Trends for 2011 Hashtag for Twitter: #econtrends Ashley Friedlein, CEO @ashleyfriedlein Linus Gregoriadis, Research Director (UK) @linusgreg Stefan Tornquist Research Director (US) @MarketingStefan
  • 2. Source: http://www.flickr.com/lwr Joined-up marketing
  • 3. #Trend 1 Joined-up marketing ... still the Holy Grail
    • Marketers try to get to grips with complexity of marketing landscape
    • Implications for budgets and planning
    • Renaissance of old media
  • 4. Source: Boston Consulting Group Report “ The CMO’s Imperative: Tackling New Digital Realities” http://www.bcg.com/documents/file66995.pdf
  • 5. Jump 2011 ... 12th October 2011  http://econsultancy.com/events/jump-2011
  • 6. Organisational change Source: http://www.flickr.com/thetruthabout
  • 7. Impact of Digital on different business functions How would you describe the ongoing impact of digital on the following areas of your organisation? Source: Econsultancy / BlueLatitude Report: The Impact of Digital Beyond Sales and Marketing http://econsultancy.com/reports/impact-of-digital
  • 8.
    • Impact of digital beyond sales and marketing
    • New paradigm for organisational framework
    • On-going dissolution of silos
    • Social 'becomes part of job description not job title'
    #Trend 2 Organisational structures, teams and infrastructure
  • 9.  
  • 10. Social media business Source: http://www.flickr.com/horiavarlan
  • 11. #Trend 3 Social Media Business
    • Online customer service through social media becomes key conversion rate optimisation tool
    • Social permeates commerce (e.g. F-commerce)
  • 12.
    • 51% of companies use social networks for customer support improvement, up from 36% last year.
    • Source:
    • Econsultancy / cScape 2011 Customer Engagement Report
  • 13. Source: http://www.flickr.com/lwr Content as marketing
  • 14. #Trend 4 Content as marketing ... the King is back
    • Content marketing strategy more important than ever
    • Bought media to earned media
    • Video, apps, tools etc.
    • Content creation and curation
  • 15. Source: http://www.flickr.com/lwr Data is the new oil
  • 16.
    • Metadata as important as ever
    • Attribution modelling
    • Online to inform offline
    • Social CRM
    • Retargeting
    • Sentiment analysis
    • APIs, semantic and Web 3.0
    #Trend 5 Data is the new oil ... Let’s work on refining it
  • 17. Case study: Tealeaf
    • Netflights use Tealeaf to capture what customers are doing in real-time.
    • Customer journey insights are passed to the contact centre so Netflights agents can proactively help those in need of assistance.
    • The outbound call centre team now delivers more revenue per hour than any other part of the business.
  • 18. Source: http://www.flickr.com/thunderpants Continued comeback of display advertising
  • 19.
    • Display engine marketing
    • DSPs and SSPs
    • Real-time bidding and exchange
    #Trend 6 Continued comeback of display advertising Relevant reports Online Media Report: http://econsultancy.com/reports/online-media-report Coming soon: DSPs Buyer’s Guide 2011
  • 20. Source: http://www.flickr.com/pietroizzo Localisation
  • 21. #Trend 7 Localisation
    • Increased Google focus on local
    • Facebook Places, Foursquare, Gowalla etc.
  • 22. Case study: Hiscox
    • Hiscox partnered with JiWire to serve prospects with targeted insurance adverts.
    • Targeting was concentrated on those hotspots regularly used by prospects on the move, such as hotels, coffee shops and airports.
    • JiWire has launched Compass, which provides mobile app and public Wi-Fi users with interactive location-related ads.
  • 23. Other trends
    • Connected TV
    • Tablets and smartphones
    • Gamification
  • 24. Resources
    • 17 digital marketing trends for 2011, by Econsultancy CEO Ashley Friedlein
    • http://econsultancy.com/blog/7014-digital-marketing-trends-2011-by-econsultancy-ceo-ashley-friedlein
    • Customer Engagement Report 2011
    • http://econsultancy.com/reports/customer-engagement-report
    • Online Media Report
    • http://econsultancy.com/reports/online-media-report
    • Econsultancy Trends Briefings
    • http://econsultancy.com/reports/briefings
    • The Innovation Report
    • http://econsultancy.com/reports/innovation-report
    • 10 digital predictions for 2011
    • http://econsultancy.com/blog/7008-10-ideas-for-twenty-eleven