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Digital Marketing Trends
Digital is not coming. It’s here.
More choices & technology. More confusion. Stick to the fundamentals.
Know your brand. K...
Digital Marketing –
Current Landscape
“All digital marketing is brand building”
Marc Pritchard, Global Brand Building Offi...
Top Marketing Challenges
1. Too many channels – too many choices
2. Data overload and confusion
3. Connecting and engaging...
Digital Marketing
By 2019, CMOs predict digital marketing will account for
more than 75% of the marketing budget.
Source: ...
Digital Marketing
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, Apr...
$103 Billion
Digital marketing spend by 2019
Source: Forrester’s US Digital Marketing Forecast. 2014 to 2019
Preferred Devices
Source: 2015 Accenture Digital Consumer Survey
Trends Fueling
Digital Marketing
Trends
2. Technology Expansion
1. The Empowered Consumer
3. Channel & Content Acceleration
1. The Empowered Consumer
Connected
Informed
Demanding
Connected
Source: DigitaLBi
• 72% of smartphone users use their phone when
shopping in-store
• 40% will call friends to ge...
Informed • 82% of online shoppers use the internet to
research products before making a purchase.
• B2B: 57%
Source: comSc...
Demanding • 54% of consumers would consider
ending their loyalty relationship with a
brand if they were not given tailor-
...
2. Technology Expansion
Mobility
Devices
Collaboration
Mobility
Mobile is the “power-tool” for today’s consumers
Source: 2014 salesforce.com Mobile Behavior Report. Return Path ...
Innovation is creating new
touch-points that consumers
didn’t even know they wanted.
Devices
We Are Here
• New devices are creating even more channels
• The ‘Internet Of Things’, will be by far the world’s largest d...
Collaborative Economy
• An economic model that let’s people get what they need
from each other using commonly available te...
Source: Crowd Companies. April, 2015
• 10 year old etsy. 19M active shoppers, doesn’t own a single factory or
showroom, ha...
Over 150 brands now partner with, sponsor, or buy-
out collaborative economy companies
3. Channel &
Content
Acceleration
Social
Email
Content
Email
• Email is not dead
• 4.1 billion email
accounts. 5.2B by 2018
• Marketing automation
and CRM increasingly
critical ...
Source: Domo, 2014. Sprout Social.
Content
Millennials
• 90% create online
content
1x/month
• 75% curate
content 1x/week
And now for something
scary
Content
But the average attention span has dropped
from 12 seconds in 2008 to 8 seconds.
Source: National Center for Biotechnology...
Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press. 2014
. . ....
How To Navigate
The Digital World
How To Navigate The Digital World
• Activate Your Brand
– Know Your Brand & Know Your Audience
• Develop Great Brand Exper...
The brand story your clients think they have may not be the same one that their customers are thinking. This is
where Long...
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Digital Marketing Trends

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Top marketing challenges, trends, and recommendations on what to do.

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Digital Marketing Trends

  1. 1. Digital Marketing Trends
  2. 2. Digital is not coming. It’s here. More choices & technology. More confusion. Stick to the fundamentals. Know your brand. Know your audience. Create alignment. Be authentic. Digital is not a tactic. Have a digital strategy. Hire for digital expertise. Expect more from your agencies.
  3. 3. Digital Marketing – Current Landscape “All digital marketing is brand building” Marc Pritchard, Global Brand Building Officer Proctor & Gamble
  4. 4. Top Marketing Challenges 1. Too many channels – too many choices 2. Data overload and confusion 3. Connecting and engaging with the target audience
  5. 5. Digital Marketing By 2019, CMOs predict digital marketing will account for more than 75% of the marketing budget. Source: Accenture Interactive, 2014 CMO Survey
  6. 6. Digital Marketing Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014 Gartner predicts that, by 2017, the CMO will have a larger IT budget than the CIO.
  7. 7. $103 Billion Digital marketing spend by 2019 Source: Forrester’s US Digital Marketing Forecast. 2014 to 2019
  8. 8. Preferred Devices Source: 2015 Accenture Digital Consumer Survey
  9. 9. Trends Fueling Digital Marketing
  10. 10. Trends 2. Technology Expansion 1. The Empowered Consumer 3. Channel & Content Acceleration
  11. 11. 1. The Empowered Consumer Connected Informed Demanding
  12. 12. Connected Source: DigitaLBi • 72% of smartphone users use their phone when shopping in-store • 40% will call friends to get an opinion • 35% post photos of their prospective purchases for ‘feedback’ and decision reinforcement
  13. 13. Informed • 82% of online shoppers use the internet to research products before making a purchase. • B2B: 57% Source: comScore and eTailing Group – Pulse of The Online Shopper, 2014. CEB 2014.
  14. 14. Demanding • 54% of consumers would consider ending their loyalty relationship with a brand if they were not given tailor- made, relevant content and offers Source: CMO Council
  15. 15. 2. Technology Expansion Mobility Devices Collaboration
  16. 16. Mobility Mobile is the “power-tool” for today’s consumers Source: 2014 salesforce.com Mobile Behavior Report. Return Path 2014. ComScore 2014 • 51% of emails are being read on a mobile device • 72% of US mobile phone users are smartphone owners
  17. 17. Innovation is creating new touch-points that consumers didn’t even know they wanted. Devices
  18. 18. We Are Here • New devices are creating even more channels • The ‘Internet Of Things’, will be by far the world’s largest device market Source: BI Intelligence Estimates 0 5 10 15 20 25 30 35 2013 2014 2015E 2016E 2017E 2018E 2019E Billions The Internet Of Everything Internet Of Things Connected Cars Wearables Connected/Smart TVs Tablets Smartphones Personal Computers We Are Here Devices
  19. 19. Collaborative Economy • An economic model that let’s people get what they need from each other using commonly available technologies • Bypassing traditional corporations Source: Crowd Companies. April, 2015. • In the next 10 years, PWC predicts the Collaborative Economy will grow from $15B to $335B revenue
  20. 20. Source: Crowd Companies. April, 2015 • 10 year old etsy. 19M active shoppers, doesn’t own a single factory or showroom, had an IPO for $3.8B • 8 year old Lending Club has issued over $7B in P2P loans, doesn’t own a single bank, branch or ATM and is valued at $7B • 7 year old AirBnB has over 23M guests, doesn’t own a single bed, bath or bar, and is valued at $20B • 6 year old Uber had 140M rides in 2014, doesn’t own a single taxi or towncar and is valued at $40B Collaborative Economy
  21. 21. Over 150 brands now partner with, sponsor, or buy- out collaborative economy companies
  22. 22. 3. Channel & Content Acceleration Social Email Content
  23. 23. Email • Email is not dead • 4.1 billion email accounts. 5.2B by 2018 • Marketing automation and CRM increasingly critical tools for digital marketing success Social
  24. 24. Source: Domo, 2014. Sprout Social. Content Millennials • 90% create online content 1x/month • 75% curate content 1x/week
  25. 25. And now for something scary Content
  26. 26. But the average attention span has dropped from 12 seconds in 2008 to 8 seconds. Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press. 2014
  27. 27. Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press. 2014 . . . the average attention span of a goldfish is 9 seconds.
  28. 28. How To Navigate The Digital World
  29. 29. How To Navigate The Digital World • Activate Your Brand – Know Your Brand & Know Your Audience • Develop Great Brand Experiences – Meaningful & Purposeful Communications • Cultivate Ongoing Engagement – Monitor, Innovate, Analyze and Optimize
  30. 30. The brand story your clients think they have may not be the same one that their customers are thinking. This is where Long and Short of It can help. We use insights based solutions to provide clear strategic direction. Branding Brand elements connect the internal vision with the external brand expression. Strategic Planning Measurable objectives, insights, strategy and tactics to achieve the desired outcome. Ideation Structured brainstorming yielding many ideas and then distilled into a short list to be tested. Innovation Design thinking process, tools, and methodologies to help create new products, system, or solutions. Customer Insights Research to determine what customers are thinking, feeling and doing. Research The cornerstone of everything; we employ all qualitative and quantitative methods. Sue Stabe / sue@lasoi.com / 330.730.5648 Let’s Discuss Dean Ilijasic / dean@lasoi.com / 216.570.1719 Let’s Chat

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