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2014 Online Marketing Trends

Ideas on innovation in online marketing and technology platforms thats will be important in 2014. Uploaded by Dave Chaffey, CEO SmartInsights.com and co-author of Emarketing Excellence. See http://bit.ly/smarttrends for more details on the trends.

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Digital
Marketing
2014
Where should
you focus?
7th April 2014
Dr Dave Chaffey
SmartInsights.com
Download:
http://bit.ly/smarttrends
2
3
4
About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books
• Responsible for CXM at
SmartInsights.com -- a
marketing advice site
with Expert members in
over 50 countries using
our planning guides,
templates and online
courses to improve
results.
• Insights Director @
search conversion
agency ClickThrough
Marketing
5
6
Which tactic will give your
business the biggest
commercial benefits in 2014?
 1. Content marketing
 2. Conversion rate optimisation
 3. Mobile marketing
 4. Search marketing (SEO and PPC)
 5. Social media marketing

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2014 Online Marketing Trends

  • 1. 1 Digital Marketing 2014 Where should you focus? 7th April 2014 Dr Dave Chaffey SmartInsights.com Download: http://bit.ly/smarttrends
  • 2. 2
  • 3. 3
  • 4. 4 About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books • Responsible for CXM at SmartInsights.com -- a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results. • Insights Director @ search conversion agency ClickThrough Marketing
  • 5. 5
  • 6. 6 Which tactic will give your business the biggest commercial benefits in 2014?  1. Content marketing  2. Conversion rate optimisation  3. Mobile marketing  4. Search marketing (SEO and PPC)  5. Social media marketing
  • 7. 7
  • 8. 8
  • 9. 9 http://bit.ly/smartgraphics 22 Trends and recommendations structured around RACE Planning
  • 10. 10
  • 11. 11 Do you need a defined digital strategy or plan?
  • 12. 12 Strategy: a tale of two airlines Source: Corporate site pages 2012/2013
  • 13. 13
  • 14. 14
  • 15. 15 Show your commitment to digital  „Digital by Default‟  Digital DNA  Digital First  Digital by Design
  • 16. 16 Dell Analytics case study A vision for improvement processes
  • 17. 17 Trend 1: Defining Future vision of “Modern” or Integrated Marketing  PLAN
  • 18. 18  1. Digital marketing is Marketing  2. You need a strategy  3. Measurement and optimisation to improve commercial results are the foundation  4. Joined-up customer-centred marketing is essential  5. Keep communications human  6. Be agile  7. Inbound marketing trumps outbound marketing  8. Engagement is the real challenge  9. Think Global, Act Local  10. Markets are conversations  1. Strategy  2. Commercial  3. Customer Experience  4. Integration  5. Brand  6. Data  7. Personalisation  8. Technology  9. Content  10. Social  11. Character 2011 2013  PLAN
  • 19. 19 Example of Ishikawa or Fishbone diagram Growth Hacking post  PLAN Trend 2: Managing performance drivers through growth hacking
  • 20. 20
  • 21. 21 Trend 3: CXM: Investment in Marketing Personas and touchpoint mapping Source: Richard Sedley http://bit.ly/smartpersonas  PLAN
  • 22. 22 What is Customer Experience Management? Source: As defined by Forrester in 2011
  • 23. 23 Technique: Personas & Customer journey mapping Source: Boston Consulting Group
  • 24. 24 Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren Customer persona toolkit: http://bit.ly/smartpersonas
  • 25. 25 Do you have a person or team RESPONSIBLE FOR CXM?  Vote!
  • 27. 27 Trend 4: Investment in Brand OVP/YouTility Audience use of digital and social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools OVP = Online Value Proposition = Brand Adding Value to Audience  Help me do my job / live my life  Help me develop / learn  Help Make me look good  Help Entertain Me!  Help me Select and Use Products http://bit.ly/smartovp  PLAN
  • 28. 28
  • 29. 29 Improving Reach Key Trends  Increased micro-targeting options  Mobile targeting  Engagement through Visual Apps  Quality SEO signals
  • 30. 30 What’s most effective for Acquisition? Source: Smart Insights DMA Research
  • 31. 31 Selecting the best communications mix  REACH
  • 32. 32 Q. Which media work best for you?  REACH
  • 33. 33  REACH Trend 5: Increased in paid, owned, earned media targeting Effectiveness (potential sales volume) Investment(resourceneeded) SEO Long Tail AdWords Remarketing Facebook custom audiences AdWords Generic Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Display Network and Remarketing options AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic
  • 34. 34 Trend 6: Use of attribution to assess media effectiveness Recommendation: Use Google‟s Multichannel Funnels and Attribution Models to report effective touchpoints  REACH
  • 35. 35 Trend 7. Mobile user online ad investment
  • 36. 36 Trend 8. Engagement through visual apps + content Source: http://bit.ly/smartstatistics
  • 37. 37 Jeff Bezos on Shiny Objects "There are always shiny things. A company shouldn‟t get addicted to being shiny, because shiny doesn‟t last. You really want something that‟s much deeper- keeled. You want your customers to value your service. Wired Interview
  • 38. 38 SEO Trends?  1. Content – requires depth and detail “Epic/Nuclear”  2. Different types of content give traction  3. Author authority and social signals matters  4. Links remain critical, but bar for quality keeps going up.  5. Diverse anchor text needed after Penguin  6. Great design matters  7. Guest posting comes under increased scrutiny  8. Social continues to exert a powerful influence  9. Mobile performance and compatibility matter  10. SEO is less tactics, more strategy Source: Search Engine Journal, MoZ ranking factors Trend 9. SEO Signals = Content, author and outreach quality
  • 39. 39 Increasing InterACTion Key trends  Interactive content marketing  Investment in outreach  Immersive-responsive landing pages
  • 41. 41
  • 42. 42 Using content to drive growth – B2C
  • 43. 43 The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
  • 44. 44 Trend 10. Evaluation of content and social media marketing investments Criteria?  Rev/visit  Demand+ lead gen  Amplify  Brand fit  SEO  Longevity
  • 45. 45 Matrix Presentation title Author's name 8 April, 2014 Confidential http://bit.ly/smartercontent
  • 47. 47 Trend 12. Investment in Outreach and Partnership http://bit.ly/smartoutreach http://traackr.com/faces-of-influence/
  • 48. 48 Trend 13. More immersive landing pages  ACT
  • 50. 50
  • 51. 51 Increasing Conversion Key trends  Evolutionary site design / growth hacking  Mobile CRO  Improvements to Universal Analytics
  • 52. 52 Trend 14: Evolutionary site design Source: Chris Goward - WiderFunnel
  • 54. 54 Bps = basis points 1/100th of a %
  • 55. 55 Trend 15: Mobile CRO Recommendation: Review leads, sales from different device, resolution Advanced Segments
  • 56. 56 The challenge of Mobile CRO 0% 20% 40% 60% 80% 100% 120% Store Website msite Apps Browse vs. purchase channels Browse Purchase 88% Debenhams customers use mobile to browse vs. 12% purchase
  • 57. 57  Vision on Left…  In place 2014:  Universal Analytics giving:  Data import – Measurement Protocol  Cross-device tracking  Advanced Segments Updates e.g. cohorts  Improvements to custom report dashboards  Attribution modeling now mainstream Trend 16: Deeper use of analytics
  • 58. 58 Source: Occam‟s Razor Avinash Kaushik
  • 59. 59 Improving Engagement Key trends  Customer satisfaction and feedback  Social media marketing  Engaging Email marketing  Wearable computing and lifelogging
  • 60. 60 Trend 17: Customer feedback tools mainstream http://bit.ly/smartfeedback
  • 61. 61 Trend 18: Integration through Social CRM
  • 62. 62 Trend 17: Mobile email popularity
  • 63. 63 Location: Published / Surveyed: Sample: Source: Original source: Worldwide July 2013 Feb 2012-June 2013 Collected from 250 million email opens Litmus % Email Opens across desktop and mobile Litmus blog
  • 64. 64 Trend 20: Behavioural email gets serious!
  • 66. 66 Trend 21: Email testing increases in sophistication Source: Philips presenting on PlantoEngage.com
  • 67. 67 Using event-triggered emails – Marketing Automation / Re-marketing example  1. Generic branded follow-up email : +10% conversion rate.  2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.  3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: Smart Insights: Email re-marketing http://bit.ly/smarteremail
  • 68. 68 Trend 21: Leaders blend responsive design + content + relevance Source: Econsultancy
  • 69. 69 Trend 22: Wearable tech and lifelogging
  • 70. 70
  • 71. 71 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Managing Digital Marketing 2014 report  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guides to all digital marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert- member-reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/

Editor's Notes

  1. Trends are recommendations of key issues to consider to improve performance.Sharing examples of performance data.
  2. Does technology fuel growth?
  3. Majority in Reach since gaining attention within increase of media channels is biggest challenge
  4. When I talk to Digital Marketing and Ecommerce Managers at large organisations they have a 3 year look ahead, updated.
  5. Defining investment in platforms and activities to drive growth?
  6. Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  7. Impact on CPC – Greenlight has seen 30% increase in CPC sinceEnhanced campaigns
  8. Can look at the SEOmozfactgors, but more practical guidance here.What Neil Patel calls “Epic” content, MichaelStelzman calls Nuclear
  9. Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  10. Sales of 1 billion
  11. Doug Kessler – Velocity Partners
  12. Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  13. Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social