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1 
Digital Marketing Trends 2015 
Tools and techniques to grow your business 
Dr Dave Chaffey. SmartInsights.com 
Presente...
2 
What 
does 
the 
future 
hold 
for 
digital 
marketers?
3
4
5 
Results from 600+ votes in our 2015 
trends poll – thanks if you took part! 
See post 2015 Digital Marketing trends for...
6 
Source: Ogilvy, TNS and Google Path to Purpose July 2014 
Content 
Marketing 
Content 
Marketing 
Content 
Marketing
Digital Natives − Gen C are now mainstream 
7 
Generation C’s members are ‘digital 
natives’ who are always connected, 
co...
8 
How will technology support marketing in 2015? 
Source: Smart Insights Gartner Hype Cycle review
9 
~950 companies
10 
Marketing Backbone Platforms
11 
Marketing Backbone Platforms
12 
#1 Content curation 
Global content marketing 
at Unilever: 
$10m in savings with 
Percolate pilot 
Source: Percolate ...
13 
#2: Content recommendation 
personalisation, retargeting and 
effectiveness review 
Example services: 
 Idio 
 Monet...
14 
#3: Content distribution 
Example services: 
 Hootsuite 
 Sendible 
 Oktopost 
 GaggleAmp
Example services: 
#4: Integrated SEO, Content and Social media management? 
15 
 Moz 
 RavenTools 
 AnalyticsSEO 
Sour...
16 
#5: API service integration and Hubs 
Example services: 
 Marketo 
 Act-on 
 Salesforce/Exact Target
17 
Understanding consumer preferences and behaviours in 
2015 
The continued rise of the YouTuber 
Source: Channel Page v...
18 
Source: Ogilvy, TNS and Google Path to Purpose July 2014
19 
Social referral % from social networks by sector 
Location: Published / Surveyed: Sample: Source: 
Global Q1 2014 Glob...
Example services: 
 Kissmetrics 
 Mixpanel 
 Ecommera 
20 
Engagement analysis: 
Individual user: Kissmetrics 
Cohort a...
21 
Building intelligence into analytics 
n Searches 
% Brand 
Reach 
Awareness 
and visits 
E.G. RACE dashboard KPIs 
Vol...
22 
Coming soon – the Smart Insights 
RACE Digital Marketing Dashboard 
#7: Actionable Analytics and intelligence 
Example...
23 
Example CRO 
testing services: 
#8: From Conversion Optimization to Experience 
Optimization 
 Unbounce 
 Optimizely...
24 
#9: Digital Channel Sales Optimisation 
Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014
Example services: 
 Google Glass 
 Apple Watch 
 Facebook Rift 
25 
#10: Wearables, Augmented and Virtual reality
26 
81% of large organizations have the equivalent of 
a chief marketing technologist 
Source: Gartner - HBR July-August 2...
27 
81% of large organizations have the equivalent of 
a chief marketing technologist
28
29 
Thank you 
All the best for your journey in 2015! 
Source: 7 Steps to Digital Transformation Infographic
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Digital Marketing Trends 2015

10 Digital Marketing Trends covering different tools to help digital marketers in 2015. Presented by Dave Chaffey at the Smart Insights Digital Impact conference.

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Digital Marketing Trends 2015

  1. 1. 1 Digital Marketing Trends 2015 Tools and techniques to grow your business Dr Dave Chaffey. SmartInsights.com Presented at the Smart Insights Digital Impact Conference, September 2014
  2. 2. 2 What does the future hold for digital marketers?
  3. 3. 3
  4. 4. 4
  5. 5. 5 Results from 600+ votes in our 2015 trends poll – thanks if you took part! See post 2015 Digital Marketing trends for discussion of 30 digital marketing tools
  6. 6. 6 Source: Ogilvy, TNS and Google Path to Purpose July 2014 Content Marketing Content Marketing Content Marketing
  7. 7. Digital Natives − Gen C are now mainstream 7 Generation C’s members are ‘digital natives’ who are always connected, communicating, computerised, community-orientated and always clicking. In general, they are realists and materialists as well as being culturally liberal, politically progressive and upwardly mobile. They own a plethora of devices including smartphones, tablets, laptops and smartTVs which are regularly updated and replaced. Our research found that two thirds purchase a new gadget every year, with nearly 80% admitting to buying the latest model even when the old one still works. Source: Infomentum: Generation C. June 2014 https://www.youtube.com/watch?v=-4eZjhzFw8c
  8. 8. 8 How will technology support marketing in 2015? Source: Smart Insights Gartner Hype Cycle review
  9. 9. 9 ~950 companies
  10. 10. 10 Marketing Backbone Platforms
  11. 11. 11 Marketing Backbone Platforms
  12. 12. 12 #1 Content curation Global content marketing at Unilever: $10m in savings with Percolate pilot Source: Percolate Unilever case study Example services:  Percolate  Curata  Kapost
  13. 13. 13 #2: Content recommendation personalisation, retargeting and effectiveness review Example services:  Idio  Monetate  Demandbase
  14. 14. 14 #3: Content distribution Example services:  Hootsuite  Sendible  Oktopost  GaggleAmp
  15. 15. Example services: #4: Integrated SEO, Content and Social media management? 15  Moz  RavenTools  AnalyticsSEO Source: Analytics SEO
  16. 16. 16 #5: API service integration and Hubs Example services:  Marketo  Act-on  Salesforce/Exact Target
  17. 17. 17 Understanding consumer preferences and behaviours in 2015 The continued rise of the YouTuber Source: Channel Page video Broker
  18. 18. 18 Source: Ogilvy, TNS and Google Path to Purpose July 2014
  19. 19. 19 Social referral % from social networks by sector Location: Published / Surveyed: Sample: Source: Global Q1 2014 Global users from Site catalyst Original source: tagged sites Adobe Adobe Social Intelligence report From Smart Insights Marketing Statistics compilation Q2 2014 New A social media backlash in 2015?
  20. 20. Example services:  Kissmetrics  Mixpanel  Ecommera 20 Engagement analysis: Individual user: Kissmetrics Cohort analysis: Groups of users: Kissmetrics #6: User Engagement and value optimisation
  21. 21. 21 Building intelligence into analytics n Searches % Brand Reach Awareness and visits E.G. RACE dashboard KPIs Volume Quality Value Unique visitors Bounce rate Revenue per visit Page views/ visit Act Interaction and leads nLeads % Conversion to lead Goal value per visit Average order value Convert Sales and profit nSales % Conversion to sale Sales value n Brand mentions Engage Loyalty and advocacy % active customers % Customer conversion % existing sales value
  22. 22. 22 Coming soon – the Smart Insights RACE Digital Marketing Dashboard #7: Actionable Analytics and intelligence Example services:  GA Intelligence  Quill Engage  Smart Insights Source: SmartInsights.com
  23. 23. 23 Example CRO testing services: #8: From Conversion Optimization to Experience Optimization  Unbounce  Optimizely  Visual Website Optimizer Example Experience Management services:  Adobe Experience Manager  EPiServer  Sitecore Source: Boston Consulting Group
  24. 24. 24 #9: Digital Channel Sales Optimisation Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014
  25. 25. Example services:  Google Glass  Apple Watch  Facebook Rift 25 #10: Wearables, Augmented and Virtual reality
  26. 26. 26 81% of large organizations have the equivalent of a chief marketing technologist Source: Gartner - HBR July-August 2014
  27. 27. 27 81% of large organizations have the equivalent of a chief marketing technologist
  28. 28. 28
  29. 29. 29 Thank you All the best for your journey in 2015! Source: 7 Steps to Digital Transformation Infographic

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