2011 digital trends webinar presentation


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2011 digital trends webinar presentation

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