2011 digital trends webinar presentation

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

Source: http://www.flickr.com/lwr Joined-up marketing

#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

Source: Boston Consulting Group Report “ The CMO’s Imperative: Tackling New Digital Realities” http://www.bcg.com/documents/file66995.pdf

Jump 2011 ... 12th October 2011 http://econsultancy.com/events/jump-2011

Organisational change Source: http://www.flickr.com/thetruthabout

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

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

Social media business Source: http://www.flickr.com/horiavarlan

#Trend 3 Social Media Business
Online customer service through social media becomes key conversion rate optimisation tool
Social permeates commerce (e.g. F-commerce)

51% of companies use social networks for customer support improvement, up from 36% last year.
Source:
Econsultancy / cScape 2011 Customer Engagement Report

Source: http://www.flickr.com/lwr Content as marketing

#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

Source: http://www.flickr.com/lwr Data is the new oil

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

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.

Source: http://www.flickr.com/thunderpants Continued comeback of display advertising

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

Source: http://www.flickr.com/pietroizzo Localisation

#Trend 7 Localisation
Increased Google focus on local
Facebook Places, Foursquare, Gowalla etc.

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.

Other trends
Connected TV
Tablets and smartphones
Gamification

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

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2011 digital trends webinar presentation

by Econsultancy .com on Jan 20, 2011

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2011 digital trends webinar presentation — Presentation Transcript