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Digital trends that matter for business


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Obergine client services director – Jeremy Anderson - will explore how digital innovation across mobile, analytics, content marketing and social media will influence business marketing strategies.

Obergine client services director – Jeremy Anderson - will explore how digital innovation across mobile, analytics, content marketing and social media will influence business marketing strategies.

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  • In 1995, less than 1% of the world’s population was onlineIn 2011 2.3 billion people were online – 33% of world populationIn 2015 we expect 5.5 billion people to have internet access (source: ITU). This equates to around 75% of the world’s population (7.33 billion).82.5% of the UK population use internet million adults use internet daily in the UK has the highest number of mobile internet users in the world internet users spent an average of 728 minutes (more than 12 hours) aweek online intotal,
  • Structured and unstructured datasetsSourced from many different devices and systemsData production will be 44 times greater in 2020 than it was in 2009 Big datais a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. [Big data is HD version of data – there is no blurriness and you will be able to see every single details - OB]Volume: There is a LOT of it.Velocity:  It is created, transmitted and received at a very fast rate, as in real time data sourcing.Variety:  It is multi-structured (not linear or easily aligned to a structured database format) and sourced from multiple customer interactions. This might include clickstream (website visits), behavioural insights, email and SMS response data, social posts and tweets and search keyword activity. wide IP traffic will quadruple by 2015Nearly 3 billion people will be online pushing data created and shared to nearly 8 zettabytes
  • How to use it?A major online and offline retailer uses 'big data' to derive consumer insights that are deployed across channels. Instead of relying on sampling, customer intelligence is created from big data analysis. Customers benefit from more personalized experiences.An online only retailer ties together click stream information with email logs, ad viewing information, and operational information in order identify customer preferences and behaviour – and how to optimize marketing spend. This includes parsing of Twitter feeds and sentiment analysis. Use Whitebox retail pricing spider exampleHere are six uses of Big Data for online retailers.Personalization. Consumers shop with the same retailer in different ways. Data from these multiple touch points should be processed in real-time to offer the shopper a personalized experience, including content and promotions.For example, do not treat loyal customers the same as new ones. The experience needs to be personalized to reward loyal customers. It should look attractive and "sticky" for new customers.Dynamic pricing. You need dynamic pricing if your products compete on price with other sites. This requires taking data from multiple sources, such as competitor pricing, product sales, regional preferences, and customer actions to determine the right price to close the sale. Large merchants like Amazon already support this functionality. Overcoming this challenge will give your business a huge competitive advantage.Customer service. Excellent customer service is critical to the success of an ecommerce site. Zappos and Netflix are examples of terrific customer service. But Big Data has made customer service a challenge by requiring seemingly every interaction with a shopper to be used for serving that shopper. To continue to excel at customer service, online retailers need to overcome this challenge.For example, if a customer has complained via the contact form on your online store and also tweeted about it, it will be good to have this background when he calls customer service. This will result in the customer feeling valued, creating a quicker resolution.Managing fraud. Larger data sets help increase fraud detection. But it requires the right infrastructure, to detect fraud in real-time. This will lead to a safer environment to run your business and improved profitability.Most online retailers need to process their sales transactions against defined fraud patterns, for detection. If it's not done in near real-time, it could be too late to catch the fraudsters.Supply chain visibility. Customers expect to know the exact availability, status, and location of their orders. This can get complicated for retailers if multiple third parties are involved in the supply chain. But, it is a challenge that needs to be overcome to keep customers happy.A customer who has purchased a backordered product would want to know the status. This will require your commerce, warehousing, and transportation functions to communicate with each other and with any third-party systems in your supply chain. This functionality is best implemented by making small changes gradually. Predictive analytics. Analytics is crucial for all online retails, regardless of size. Without analytics it is difficult to sustain your business. Big Data has helped businesses identify events before they occur. This is called "predictive analytics." Predictive analytics is becoming an important tool for many businesses.A good example of this is predicting the revenue from a certain product in the next quarter. Knowing this, a merchant can better manage its inventory costs and avoid key out-of-stock products.
  • Key takeawaysThe description is apt – it is big, complicated and growing fastIt will help you understand and serve your customers betterReview your business systems to identify hidden data nuggetsInvest in a CRMThere will be privacy and data protection concerns
  • That includes websites, mobile apps and point-of-sale systems, which means that Universal Analytics can track offline conversions too. You can measure everything: Online analyticsTrend data from social mediaPersonal data from ‘quantified self’
  • Key takeawaysUnderstand user behaviours at all customer touch pointsPrototype Google Universal Analytics (in parallel with your existing Google Analytics)Make a plan to tag up all your systems, user interfaces and marketing initiatives with Universal AnalyticsLink your CRM data to logged in users on your websites and apps
  • IoT future stuff… Cars with apps and sensorsFace recognitionSmart ClothingEven more sensors in smartphones
  • Explain what happened (Super Bowl black out was definitely in 2013) Within 35 minutes the ad was upOver 16000 retweets and 6000 favourites and 20,000 likesBusinesses need to be more agile and always on in this world that offers more realtime marketing opportunities
  • Content marketing is kingAlso called inbound marketing Explain that outbound marketing is traditional marketing that interrupts peopleStatistically the average cost to generate a lead via inbound marketing is half that of outbound marketingB2B companies with blogs generate 67% more leads per month on average than non-blogging firms. (Social Media B2B)The average cost to generate a lead through inbound marketing ($143) is about half the average for outbound marketing ($373)Obergine blog: Since Jan 2012, we started actively blogging and now traffic from guest blog posts and Obergine blog make up nearly 20% of the whole referral traffic and 5% of overall traffic. Definition ref:, on average, spend over a quarter of their marketing budget on content marketing. (B2B Marketing Insider)62% of companies today outsource their content marketing — that’s up 7% from last year! (Mashable)Because 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company. (Custom Content Council)LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. Yet only 47% of B2B marketers say they are actively using LinkedIn vs. 90% on Facebook. (Inside View)Interesting content is a top 3 reason people follow brands on social media. (Content+)Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent online. (Content Marketing Institute)90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. (TMG Custom Media)Blogs give websites 434% more indexed pages and 97% more indexed links. (Content+)B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. (Social Media B2B)The average cost to generate a lead through inbound marketing ($143) is about half the average for outbound marketing ($373). (G+)
  • Cono Sur Seasons (the recipe page received 12,865 page views but it is only 1.7% of all page views)Draws content from multiple sources Celebrity chefs bloggingConsumers entering recipes and photos for competitionsMike BraggWine tasting video has 72,889 viewsWine Folly Infographic (white wine characteristics)Pair ITMobile app (pair type of food with wine)
  • Key takeaways Start a blog and blog regularlyBlog about what you knowUse different media formatsBecome a guest bloggerInvite guest bloggers to blog for youAsk a question at the end of your blog post to encourage conversation
  • Search engines still look at technical descriptions to identify your website
  • Search engines still look at technical descriptions to identify your website
  • What about these examples? Example of customer service on social media: Slurp Wine – On their Twitter, a customer complained about a specific wine she wanted was out of stock. Slurp Wine responded quickly with another suggestion and assured the customer that they are on the case. Showcasing on Pinterest: Food and drink is one of the most popular pins on Pinterest. Here the Pinterest account of Wholefood sales and as you can see they are not only showcasing their product but they are expressing the culture of the company with clever quotes and “go go gadget boards”Bordeaux Wines UK uses Facebook effectively and their page has 14,901 likes. Here is an example app from their page and the app pulls Instagram photo of the brand to their Facebook. Not sure what I am meant to say?“As you can see there are so many different ways to do social media and therefore choose the one that suits your brand best and be creative with it”
  • Definition:Personalized marketing (also called personalization, and sometimes called one-to-one marketing) is an extreme form of product differentiation. Whereas product differentiation tries to differentiate a product from competing ones, personalization tries to make a unique product offering for each customer.
  • Example: to do?One-to-one marketing refers to marketing strategies applied directly to a specific consumer. Having a knowledge of the consumer's preferences enables suggesting specific products and promotions to each consumer. One-to-one marketing is based in four main steps in order to fulfill its goals: identify, differentiate, interact and customize.Identify: In this stage the major concern is to get to know the customers of a company, to collect reliable data about their preferences and how their needs can best be satisfied.Differentiate: To get to distinguish the customers in terms of their lifetime value to the company, to know them by their priorities in terms of their needs and segment them into more restricted groups.Interact: In this phase it is needed to know by which communication channel and by what means contact with the client is best made. It is necessary to get the customer's attention by engaging with him in ways that are known as being the ones that he enjoys the most.Customize: It is needed to personalize the product or service to the customer individually. The knowledge that a company has about a customer needs to be put into practice and the information held has to be taken into account in order to be able to give the client exactly what he wants.Example: Use big data and provide perosnalised data, e.g. bottle label
  • THE BIG DISRUPTERBeen around for 30 years Coming to mass market near you Becoming affordableLatest makerbot retails for $1999 USDThe technology can revolutionize manufacturing & healthcare industry - world economies – you don’t need to buy a boat load of plastic ducks from China any more – you can make them yourselfBenefitsCheap manufacturingQuick production Less wasteBetter quality and higher prescisionAccessibilitySustainabilityNew shapes and structureNew combination of materialsNew business modelsIndustriesAll manufacturingMedical for prosthetic limbsDefinition:Additive manufacturing or 3D printing[1] is a process of making a three-dimensional solid object of virtually any shape from a digital model. 3D printing is achieved using an additive process, where successive layers of material are laid down in different shapes.[2] 3D printing is considered distinct from traditional machining techniques, which mostly rely on the removal of material by methods such as cutting or drilling (subtractive processes).
  • Examples:Caterers organisers will now be able to print their own glasses on demand – no more buying in bulkWine bottle opener - glass printing at and small partsclothesDesign prototypeCookiesHuman body models for the medical industryOther examples at
  • Transcript

    • 1. Digital trends that matter for businessLondon International Wine FairTuesday, 21 May 2013
    • 2. 2It is everywhere…Digital is the norm
    • 3. 3#1 Big Data
    • 4. 4Big datais a collection of extremely large fast changing data sets across a variety ofdata formats.Volume Variety Velocity
    • 5. 5PersonalisationDynamic PricingSupply Chain VisibilityFraud PreventionPredicting Trends
    • 6. 6Key takeaways The description is apt – it is big, complicated andgrowing fast It will help you understand and serve yourcustomers better Review your business systems to identify hiddendata nuggets Invest in a CRM There will be privacy and data protection concerns
    • 7. 7#2 Universal Analytics
    • 8. 8Universal Analytics aims to understand user behaviour and interactions across onlineand offline platforms and devices.
    • 9. 9
    • 10. 10Key takeaways Understand user behaviours at all customer touchpoints Prototype Google Universal Analytics Tag up all your systems, user interfaces andmarketing initiatives Link your CRM data to logged in users
    • 11. 11#3 Internet of Things (IoT)
    • 12. 12Internet of thingsThe Internet of Things (IoT) refers to the communication between physical devices;merging the physical world with the virtual world.
    • 13. 13Internet of things, example:
    • 14. 14Key takeaways Invest in open web based systems Technology is developing rapidly Think creatively how to merge traditional productsand services with intelligent devices
    • 15. 15#4 Multichannel UX
    • 16. 16Omni-channel marketing9 in 10 people use multiscreenregularly
    • 17. 17Oreo example:16013 retweets6224 favourites20,000 likes
    • 18. 18Key takeaways Think mobile first Consider the UX across multiple devices through theday and night Make sure that your websites and emails can beread on mobile devices Be agile and quick every day of the week
    • 19. 19#5 Content marketing
    • 20. 20Content isContent Marketing is the creation, distribution and discussion of interesting, useful andentertaining content.
    • 21. 21
    • 22. 22Key takeaways Start a blog and blog regularly Blog about what you know Use different media formats Become a guest blogger Invite guest bloggers to blog for you Ask a question at the end of your blog post toencourage conversation
    • 23. 23#6 SEO still matters
    • 24. 24Search Engine Optimisation (SEO) is about making sure that search engines can easilyindex your site and people can find your content.
    • 25. 25SEO technical considerations include…Local searchPagedescriptionsTitle tagBody textHierarchicalheadingsStandardscomplianceXML sitemapsWebmaster tools
    • 26. 26#7 Social Media
    • 27. 27IntroductionSocialising is inevitable…& Social Media is here to stay!
    • 28. 28
    • 29. 29Key takeaways Choose a few channels and do them well Integrate social media with your website and emailmarketing Encourage social sharing Engage with influencers in your industry Talk with people – don’t shout at them!
    • 30. 30#8 Personalisation
    • 31. 31Personalise: Products Packaging User experiences
    • 32. 32
    • 33. 33Key takeaways People increasingly expect personalised experiences Personalisation is about products, packaging and UX Internet of things and big data is makingpersonalisation easier And 3D printing will make it even easier…
    • 34. 34#9 3D printing
    • 35. 35Additivemanufacturing or 3Dprintingis a process ofmaking a three-dimensional solidobject of virtually anyshape from a digitalmodel.
    • 36. 36
    • 37. 37Key takeawaysGet excited and watch this space!
    • 38. 38#10 It’s all about the user!
    • 39. 39If you wish to discuss your digital and print marketing activities with Obergine, pleasecontact us using the details below.Jeremy AndersonMobile: +44 (0)7718 781189Office: +44 (0)1865 245777Email: info@obergine.comWeb: www.obergine.comTwitter: you