What's-trending-in-digital-marketing

What’s trending in Digital Marketing? Peter Abraham, Director Econsultancy peter.abraham@econsultancy.com

What we’ll cover • About us • What’s not trending • What is trending • A look to the future, next 3 years... ooh exciting!

Econsultancy - for those who don’t know us... We’re a publisher - “gee, media huh, must be in trouble?” er, no! Founded 1999, multi-award winning, 90,000 members, for professionals working in digital marketing / e-commerce. Focus on best practice, education, what works / what doesn’t, improving ROI from digital channels. We’ve trained more people in ‘digital’ than any other company or organisation up to Masters MSc. We trended early, but then we should’ve shouldn’t we? Free to paid - 2003 - ‘Freemium’ - some free main paid We like to experiment with our business - Twitter on homepage We’ve got big ears, we always listen first, answer second ‘Really’ listen to your customers, it’s been great for us!

First… what’s not trending | 2 | 13 | Course Title

What’s not trending  Your website - ‘Uh oh”  Shouting messages at your customers - Mass media - “sort of... old fashioned, so yesterday”  Paying for stuff you don't use 100% of - “apps/ micropayments offer cheap new ways to use just what you need”  Silos and walled gardens (portals) - “some can, but for how much longer?”  Individuals as knowledge holders - “think mass”  Gate-keepers - “except those in video games”

What just happened? | 2 | 13 | Course Title

Internet, technology and mobile has changed our world  To reach an audience of 50m took:  Radio 50 years  TV 30 years  Internet 4 years  iPod 3 years  Twitter 2 years We’re now always on, better connected, informed! We’re now used to FREE and OPEN Users assist in both rise and fall of mass reach in short timeframe. Power to the people.

We’ve become the “I want/need it now culture”  Kids under 20 think the internet’s always been here!  Instant access, instant gratification  Wherever I am  24/7  Don’t make me think (read Steve Krug)  We went from fixed to free, very quickly!  Humans are lazy, but you can Help ME help MYSELF

Internet becoming a necessity. Broadband internet last thing to go in consumer survey Source: Mobile Internet Report - Morgan Stanley

Mobile outpaces Desktop PC Internet adoption. Source: Mobile Internet Report - Morgan Stanley

Loss of Mass Media efficiency It needs to be more personal stupid

You have to earn it!

You have to earn it! “Earned media” is becoming more effective than “bought media”

You have to earn it! “Earned media” is becoming more effective than “bought media” – Usually cheaper to create

You have to earn it! “Earned media” is becoming more effective than “bought media” – Usually cheaper to create – Distribution online is “free”

You have to earn it! “Earned media” is becoming more effective than “bought media” – Usually cheaper to create – Distribution online is “free” – Word of mouth still the most effective form of marketing so peer-to-peer endorsement the best

You have to earn it! “Earned media” is becoming more effective than “bought media” – Usually cheaper to create – Distribution online is “free” – Word of mouth still the most effective form of marketing so peer-to-peer endorsement the best – Ad skipping technologies (online, TV etc.) mean bought media not being seen

You have to earn it! “Earned media” is becoming more effective than “bought media” – Usually cheaper to create – Distribution online is “free” – Word of mouth still the most effective form of marketing so peer-to-peer endorsement the best – Ad skipping technologies (online, TV etc.) mean bought media not being seen – Earned media = attention = action= links = SEO = ROI/ROA

So what is trending? | 2 | Course Title

What’s trending?

What’s trending?  Mobile web

What’s trending?  Mobile web  Social media, Social media, Social media, Social...

What’s trending?  Mobile web  Social media, Social media, Social media, Social...  Local

What’s trending?  Mobile web  Social media, Social media, Social media, Social...  Local  It's about me (and possibly me as a brand)

What’s trending?  Mobile web  Social media, Social media, Social media, Social...  Local  It's about me (and possibly me as a brand)  Apps and Micropayments

What’s trending?  Mobile web  Social media, Social media, Social media, Social...  Local  It's about me (and possibly me as a brand)  Apps and Micropayments  Collaboration and distributed content

What’s trending?  Mobile web  Social media, Social media, Social media, Social...  Local  It's about me (and possibly me as a brand)  Apps and Micropayments  Collaboration and distributed content  Engaging and sharing

What’s trending?  Mobile web  Social media, Social media, Social media, Social...  Local  It's about me (and possibly me as a brand)  Apps and Micropayments  Collaboration and distributed content  Engaging and sharing  Cloud vs Cached (and both together)

What’s trending?  Mobile web  Social media, Social media, Social media, Social...  Local  It's about me (and possibly me as a brand)  Apps and Micropayments  Collaboration and distributed content  Engaging and sharing  Cloud vs Cached (and both together)  Micro media - more personal interaction

What’s trending?  Mobile web  Social media, Social media, Social media, Social...  Local  It's about me (and possibly me as a brand)  Apps and Micropayments  Collaboration and distributed content  Engaging and sharing  Cloud vs Cached (and both together)  Micro media - more personal interaction  Layered content and APIs (Augmented reality)

The here and now... what we can measure | 2 | Course Title

Don’t forget...

Don’t forget...  Search still dominates

Don’t forget...  Search still dominates  Email still effective

Don’t forget...  Search still dominates  Email still effective  Customers will tell you what’s good/useful for them

Don’t forget...  Search still dominates  Email still effective  Customers will tell you what’s good/useful for them  Attention - harder to achieve as we move forward

Don’t forget...  Search still dominates  Email still effective  Customers will tell you what’s good/useful for them  Attention - harder to achieve as we move forward  ‘Joined up’ marketing is the new 800lb ‘guerilla’ in the room (think Guerilla not Gorilla tactics)

ROI of Digital Channels Source: Email Marketing Census 2009/2010: in association with Adestra (ESP): Econsultancy.com

Email and SEO best ROI ROI of Digital Channels PPC Down 9% Social up 4% Mobile up 7% Source: Email Marketing Census 2009/2010: in association with Adestra (ESP): Econsultancy.com

Search. Acquisition. | 15 | 13 | Course Title

Search Bigger and smaller  Most companies are spending too much - PPC  Images, sounds, video, social content, maps, augmentations, etc. - SEO  Facebook search opens up? - Social/SEO

Search still key but social gaining Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

Search still key but social gaining  Google: 88 billion per month Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

Search still key but social gaining  Google: 88 billion per month  Twitter: 19 billion per month Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

Search still key but social gaining  Google: 88 billion per month  Twitter: 19 billion per month  Yahoo: 9.4 billion per month Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

Search still key but social gaining  Google: 88 billion per month  Twitter: 19 billion per month  Yahoo: 9.4 billion per month  Bing: 4.1 billion per month Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

Search still key but social gaining  Google: 88 billion per month  Twitter: 19 billion per month  Yahoo: 9.4 billion per month  Bing: 4.1 billion per month  Facebook? Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

Search still key but social gaining  Google: 88 billion per month  Twitter: 19 billion per month  Yahoo: 9.4 billion per month  Bing: 4.1 billion per month  Facebook?  YouTube - next biggest search engine? Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

SEO success metrics om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source:Econsultancy-UK-search-engine-marketing-benchmark-report-2009-1.pdf

Company objectives via SEO om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

PPC success metrics om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

Company objectives via PPC om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

Keyword price changes elevate om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

Company objectives via SoMe (Social Media) om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

Budget shifts to search om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

Email. Retention. | 15 | 13 | Course Title

Email effective ROI of Digital Channels om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / Adestra Email Marketing Census 2010 http://econsultancy.com/reports/email-census

Email may be getting MORE relevant om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: How We Shop in 2010: Habits and Motivates of Consumers http://econsultancy.com/reports/habits-and-motivations-of-consumers

Use Email in a joined up way  Drive usage of other channels, Engage, Educate and Entertain!  Examples...

Self service - announce other channels available om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at

More self service...reminders om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Gives you an excuse to bring them back

Mobile - sms alert in email om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

Mobile Source: http://stylecampaign.com/blog/?p=64

Mobile Use email to drive SMS traffic Source: http://stylecampaign.com/blog/?p=64

Mobile Source: http://stylecampaign.com/blog/?p=65

Mobile Use email to drive app usage/traffic Source: http://stylecampaign.com/blog/?p=65

Mobile and local in ion en tat iv en g s es re m pl f p o am n o cy.c ex io an re ers ult o v M ll ns fu Eco at

Mobile and Social in ion en tat iv en g s es re m pl f p o am n o cy.c ex io an re ers ult o v M ll ns fu Eco at

Mobile and Social Source: Cheetahmail Case study

Mobile and Social Use email to drive Facebook and footfall traffic Source: Cheetahmail Case study

Multi-channel in ion en tat iv en g s es re m pl f p o am n o cy.c ex io an re ers ult o v M ll ns fu Eco at

Social evolution… from talking… to listening… to discussing… to acting. | 15 | 13 | Course Title

Global Social Networking websites = 830m users +20% YoY 10/09 Source: Mobile Internet Report - Morgan Stanley

Which of the following business objectives does your organisation value the most - SoMe? om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / OMS Value of Social Media Report

om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / OMS Value of Social Media Report

Which business objectives do you as a company try to impact through SoMe activity? om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / OMS Value of Social Media Report

Which business objectives do you as a company try to impact through SoMe activity? om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / OMS Value of Social Media Report • Social media is typically used to impact softer brand-related business objectives.

Which business objectives do you as a company try to impact through SoMe activity? om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / OMS Value of Social Media Report • Social media is typically used to impact softer brand-related business objectives. • Companies are most likely to try to impact increased traffic through social media, though traffic is not among the most valued business goals (previous slide).

Value by involvement in social media • “You only get what you put in” – companies getting the most value out of social media are heavily involved in the medium. • Only 1% of companies who are heavily involved in social media say that they have gained no real value from the channel. om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / bigmouthmedia Social Media and Online PR Report

Social media sites used for marketing om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / Guava UK Search Marketing Benchmark Report

Social media sites used for marketing Still about reach though om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / Guava UK Search Marketing Benchmark Report

SoMe spend year on year om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / Guava UK Search Marketing Benchmark Report

Gross billings attributable to SoMe om n fr io le tat lab en ai es av pr s f at o y.c om st on nc se rsi lta he ve su T ll fu Ec on at Source: Econsultancy / Guava UK Search Marketing Benchmark Report

Social sites used by companies in 2010 om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / Guava UK Search Marketing Benchmark Report

Social sites used by companies in 2009 om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: SEMPO State of Search Engine Marketing Report 2010 http://econsultancy.com/reports/sempo-state-of-search

Greatest challenges for manage SoMe om n fr io le tat ab en il s va re m a p ts of .co ta n s o cy se rsi ltan he ve su T ll fu Ec on at Source: Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

SoMe success metrics - client view Source: Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

Possible benefits to your organisation si on er lv ul t f in n a ail tio om et ta .c d n cy re se an o re lt M p f nsu o o Ec

So how do you measure this stuff?  Still in it’s infancy

Mobile | 2 | Course Title

1.19 Billion (or 35% of global workforce) Will be mobile by 2013 Source: Sean Ryan, research analyst for IDC's Mobile Enterprise group.

…the new rule is ‘Mobile First’ in everything… Source: Google

150 million users accessing Facebook on mobile devices. Source: http://www.facebook.com/press/info.php?statistics

Mobile to pass PC as the main way to access the web – by 2013? Source: Gartner Research

Mobile web becoming platform of choice si on er lv ul t f in n a ail tio om et ta .c d n cy re se an o re lt M p f nsu o o Ec

Consumers expect transparency si on er lv ul t f in n a ail tio om et ta .c d n cy re se an o re lt M p f nsu o o Ec

Mobile search is important si on er lv ul t f in n a ail tio om et ta .c d n cy re se an o re lt M p f nsu o o Ec

A look to the future... 3 years+ | 2 | 13 | Course Title

What else can we expect? • Virtual currency as an add-on to micro-payments - HubCulture • Triggered alerts to multiple devices based on time, location, history, usage, • Data points/motion censors collecting info about you constantly • Your data in exchange for *benefits* or *doing stuff* that’s not seen as openly promotional • Asking extended networks for advice • More distributed and decentralised • Your data transferable - streaming or dumped intelligently depending on on time, location, history, usage, • New behaviour due to exposure to tools and new ways of getting stuff (done) • We’ll always be in Beta! • Filters - to reduce info overload - personalisation is the key • Micro - Revenue sharing • Multi-tasking through automation - touch, location, text and voice • ...What will you be doing?

User generated info in augmented reality share what you know Source: This links to video on web: http://www.youtube.com/watch?v=Y4MfQ8xehME&feature=related

Even more saturation Source: This links to video on web: http://www.youtube.com/watch?v=fSfKlCmYcLc&feature=related

Thanks for your time ...why not Email your questions to me: peter.abraham@econsultancy.com Good resources check the sources (links on slides) or visit Econsultancy.com. Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 90,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation. Join Econsultancy today at http://econsultancy.com.

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