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What's Next: The Future of Digital Marketing

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This insightful and engaging keynote takes a look at what's next in digital marketing, what it means, and what you can do about it.

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What's Next: The Future of Digital Marketing

  1. 1. nick westergaard | branddrivendigital.com | what’s Next?The Future of Branding and Digital Marketing and 
 What You Can Do to Be Ready
  2. 2. "Planet-Nine-in-Outer-Space-artistic-depiction" by Prokaryotes - Own work. Licensed under CC BY-SA 4.0 via Commons -
  3. 3. neil degrasse tyson Knowing where you came from is no less important than knowing where you’re going.” “
  4. 4. A Brief 
 history
 of media
  5. 5. The Dawn of man
  6. 6. 1300MEDIEVAL TIMES
  7. 7. 1400 15001450
  8. 8. 175016501550
  9. 9. 500 YEARS OF PRINT DOMINANCE {1850 19001800
  10. 10. 1922 1941
  11. 11. 1950 1970 1990 MASS MEDIA DOMINATES MOST OF 
 THE 20th CENTURY
  12. 12. RISEOF THE INTERNET
  13. 13. 2012 NATIVE ADS FACEBOOK MOBILE 2010 TWITTER MOBILE APPS 2008 IN-TEXT ADS LINKEDIN 2007 MOBILE WEBSITES FACEBOOK YOUTUBE 2003 BLOGS (ADSENSE) 2001 POP-UPS 2000 MOBILE SMS PPC 1994 BANNER ADS EMAIL OVER the last 20 YEARS
  14. 14. TODAY there are over a BILLIONON FACEBOOK AT ONCE!
  15. 15. 1.2BILLION LIKES TAKE PLACE ON INSTAGRAM EACH DAY
  16. 16. 40%OF SOCIAL ECOMMERCE COMES FROM PINTEREST
  17. 17. 80%know about tweets despite less than 16% using twitter
  18. 18. 50%of U.S. millennials are 
 on snapchat
  19. 19. ! ONE THIRDknowingly follow brands
  20. 20. What Does 
 This Mean? & What’s Next?
  21. 21. What This Means? OVERWHELMED ✔CHECKLIST
 MARKETING
  22. 22. ORDER from CHAOS
  23. 23. Photo credit: Harry Westergaard
  24. 24. Photo via Flickr userJD Hancock @NickWestergaard
  25. 25. Digital Marketing Trends 
 to Watch 7
  26. 26. 1 2 7 3 5 4 6
  27. 27. MORE Content 1
  28. 28. Photo via Flickr user trainjason
  29. 29. eric Schmidt Every two days we create as much information online as we did from the dawn of civilization up until 2013.” “
  30. 30. now seeking out 2x as much content
  31. 31. 90%of marketers use content marketing — across B2c, b2b, and non-profit sectors over Source: Content Marketing Institute
  32. 32. 41%of those same marketers across sectors are producing more content Year on year over Source: Content Marketing Institute
  33. 33. TIME AMOUNT OF CONTENT Content Production Content Consumption Source: businessesgrow.com the future: Content Shock
  34. 34. MOREISN’T MERELY INCREASING QUANTITY
  35. 35. IT’S INCREASING QUALITY
  36. 36. ‣ Strategic ‣ Visuals ‣ Video CONTENT THAT IS MORE
  37. 37. 50%of those same marketers across sectors lack a documented content strategy over Source: Content Marketing Institute
  38. 38. rudyard kipling I keep six honest serving men (They taught me all I knew): Their names are WHAT and WHY and WHEN and HOW and WHERE and WHO.” “
  39. 39. 76% 
 OF MARKETERS FEEL THEY KNOW WHAT THEIR CUSTOMERS WANT
  40. 40. Only 34%HAVE BOTHERED TO ASK PERCEPTION GAP
  41. 41. visuals + Video Photo via Flickr user Ben Mortimer
  42. 42. PINTEREST-ification
  43. 43. 94%more views than content without Content with relevant images gets Source: Kissmetrics
  44. 44. Producing engaging content 
 is a persistent challenge mobile video is up 74% YOY
  45. 45. DOUBLEDfrom 4 billion per day to 8 billion! last year, AVG daily video views on Facebook Source: TechCrunch
  46. 46. 6 billionvideos are watched daily — this figure tripled in 6 Mos. meanwhile over on snapchat … Source: Snapchat
  47. 47. 40 yearsworth of video every day in july of 2015 periscope users watched Source: Twitter
  48. 48. 1.8xmore likely to purchase than non-viewers shoppers who view video are Source: Adobe
  49. 49. tools aren’t the problem … Photo via Flickr user hunnnterrr
  50. 50. What This Means ‣ Content quality — not just quantity ‣ Focused strategy ‣ Visuals are a must, video even more
  51. 51. 1 2 7 3 5 4 6
  52. 52. 2 Pay to Play
  53. 53. REVENUE UP 64% 
 YEAR on YEAR we’ve come along way
  54. 54. 39%CURRENTLY USING PAID SOCIAL 70%SPENDING MORE ON ADS THIS YEAR Source: Salesforce 38%shifting trad. media to digital
  55. 55. rapidly evolving paid platforms
  56. 56. buy buttons will be everywhere Facebook Twitter PURCHASE AT MOMENT OF INTEREST
  57. 57. What This Means ‣ Nice to have vs. need to have — a bigger gap in the haves & have nots ‣ Continuous improvement — Must experiment ‣ POEM — More relevant than ever
  58. 58. 1 $ 7 3 5 4 6
  59. 59. 3 Rapid Relevance
  60. 60. @dmscott NEWSJACKING
  61. 61. TRENDJACKING @garyvee
  62. 62. REAL-TIME
 MARKETING#RTM
  63. 63. Photo via Flickr user Au Kirk
  64. 64. Source: nbc.com
  65. 65. Photo via Flickr user wwarby RAPID RELEVANCE
  66. 66. with great power, comes great responsibility Photo via Flickr user Piano Piano!
  67. 67. RELEVANCE rules
  68. 68. What This Means ‣ Speed matters but … ‣ Relevance rules ‣ Requires a culture of trust
  69. 69. 1 $ 7 3 5 4 6
  70. 70. 4 New Channels
  71. 71. First, Facebook … Photo via Flickr user mkhmarketing
  72. 72. Photo via Flickr user TechCrunch
  73. 73. Producing engaging content 
 is a persistent challenge not so much
  74. 74. Producing engaging content 
 is a persistent challenge numbers tell a different story
  75. 75. not even with 12–24
  76. 76. Producing engaging content 
 is a persistent challenge Snapchat is coming on fast
  77. 77. 45%of snapchat’s user base is made up of millennials — this is higher than their make- up on other sites Source: Snapchat
  78. 78. Image source: nebraskamovie.com Thanks snapchat
  79. 79. what you can do on snapchat Sneak PeekSpecial Fan Announcement Build Anticipation
  80. 80. 9x higher conversion on vertical ads
  81. 81. platforms to watch = patterns
  82. 82. What This means ‣ An extension of rapid relevance, visual content ‣ Access, authenticity, and exclusivity ‣ Mobile matters
  83. 83. 1 $ 7 3 5 4 6
  84. 84. 5 Mobile 
 & Wearable
  85. 85. 500%INCREASE IN SMARTPHONE OWNERSHIP IN LAST FIVE YEARS ✆
  86. 86. 40%SMARTPHONE OWNERS ARE 
 ENGAGING VIA SOCIAL MEDIA ✆
  87. 87. 63%OF SOCIAL NETWORKING IS IMAGE SHARING – VIDEO IS 32% ✆
  88. 88. MOBILE SHOPPERS HAVE A 
 133%HIGHER CONVERSION RATE ✆
  89. 89. 65%OF USE IS ONE-SCREEN 
 AT A TIME WHILE 35% IS MULTI-SCREEN ✆
  90. 90. Image source: tedeytan joking aside …
  91. 91. Image source: kortunov making life social
  92. 92. 400MILLION WEARABLES ANNUALLY BY 2018 ⌚
  93. 93. FORM+ Function
  94. 94. not just wearable
  95. 95. WHAT THIS MEANS ‣ Getting past the hype (and the jokes) ‣ Changing behavior ‣ Connecting many trends — content, rapid relevance
  96. 96. 1 $ 7 3 5 4 6
  97. 97. 6 
 Email Rules (Still)
  98. 98. reports of my death … Image source: Terry Ballard @
  99. 99. 70%Still PREFER RECEIVING INFO VIA EMAIL OVER SOCIAL MEDIA @
  100. 100. 73%of marketers say that email is critical to their business @
  101. 101. 4k%ROI! $40 back for every dollar spent on email @
  102. 102. NEARLY TWICE AS MANY EMAIL ACCOUNTS
  103. 103. 28%HIGHER OPEN RATE FOR THOSE USING EMAIL & SOCIAL @
  104. 104. @ MORE EMAIL IS READ VIA MOBILE THAN DESKTOP – MAKING IT THE MOST POPULAR SMARTPHONE ACTIVITY
  105. 105. Photo via Flickr user bradleypjohnson
  106. 106. WHAT THIS MEANS ‣ Still the digital glue ‣ Don’t look for this to change ‣ Focus on list building, mobile, & social integration
  107. 107. 1 $ 7 3 5 4 6
  108. 108. Total Brand Experience 7
  109. 109. Photo via Flickr user Ybot84
  110. 110. Photo source: Wikimedia Commons The whole is more than the sum of its parts.” aristotle “
  111. 111. gestalt
  112. 112. Photo via Flickr user regan76 ENDof the PLAYING AROUND PHASE
  113. 113. TOPAREA OF SOCIAL MEDIA INVESTMENT IS INTEGRATION
  114. 114. 70%of marketers believe investing in expereince is more effective than mar-com but only … 13%believe their company excels at experience Source: Chartered Marketing Institute
  115. 115. so-lo-mo: a reality
  116. 116. The World’s First Instagram Hotel
  117. 117. Photo via Flickr user Jeremy Noble think audience
  118. 118. WHAT THIS MEANS ‣ Market like Atticus — Remember to see the “whole board” ‣ Audit your brand experience online and off ‣ Think audience
  119. 119. 1 $ 7 3 5 4 6
  120. 120. Recapping the Seven Trends ‣ More Content ‣ Pay to Play ‣ Rapid Relevance ‣ New Channels ‣ Mobile & Wearable ‣ Email Rules (Still) ‣ Total Brand Experience
  121. 121. don’t get lost in the tools
  122. 122. Photo via Flickr user brandbook.de
  123. 123. COMINGSOON!
  124. 124. Sept. 22-23 | Iowa City, IA PROMO CODE: AMAIOWA GETscrappybook.com socialbrandforum.com Forum 2016 COMINGSOON!
  125. 125. nick@WESTERGAARD.COM Slides at NickWestergaard.com/slides @NickWestergaard on Twitter, Instagram, and more

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