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Digital Marketing Trends 2015 
Tools and techniques to grow your business 
1 
Dr Dave Chaffey. SmartInsights.com
2 
About 
Dave 
About Dave Chaffey 
• Author of 5 bestselling 
marketing books 
• Editor of 
SmartInsights.com - a 
market...
The 5 Eras of Digital Marketing 
25 YEARS OF DIGITAL TRANSFORMATION: 
 1994 – 2000: Internet Marketing, Online Marketing ...
Digital Transformation 
Source: 7 Steps to Digital Transformation Infographic 
4
Source: http://bit.ly/smarttransformation 
5
6 
What 
does 
the 
future 
hold 
for 
digital 
marketers?
7 
http://bit.ly/2015-trends
8
Content Marketing is the heart of modern 
marketing 
Source: Ogilvy, TNS and Google Path to Purpose July 2014 
9 
Content ...
Digital Natives − Gen C are now mainstream 
Source: Infomentum: Generation C. June 2014 (first minute) 
10 
Generation C’s...
How will technology support marketing in 
2015? 
Source: Smart Insights Gartner Hype Cycle review 
11
~950 companies 
12
13 
#1 Content curation 
Global content marketing 
at Unilever: 
$10m in savings with 
Percolate pilot 
Source: Percolate ...
#2: Content recommendation 
personalisation, retargeting and 
effectiveness review 
14 
Example services: 
 Idio 
 Monet...
15 
#3: Content distribution 
Example services: 
 Hootsuite 
 Sendible 
 Oktopost 
 GaggleAmp
#4: Integrated SEO, Content and Social media management? 
16 
Example services: 
 Moz 
 RavenTools 
 AnalyticsSEO 
Sour...
#5: API service integration and Hubs 
17 
Example services: 
 Marketo 
 Act-on 
 Salesforce/Exact Target
#6: User Engagement and value optimisation 
18 
Example services: 
 Kissmetrics 
 Mixpanel 
 Ecommera 
Engagement analy...
Understanding consumer preferences and behaviours in 
2015 
The continued rise of the YouTuber 
Source: Channel Page video...
Source: Ogilvy, TNS and Google Path to Purpose July 2014 
20
Social referral % from social networks by sector 
Location: Published / Surveyed: Sample: Source: 
Global Q1 2014 Global u...
Building intelligence into analytics 
E.G. RACE dashboard KPIs 
Volume Quality Value 
22 
n Searches 
% Brand 
Reach 
Awar...
Coming soon – the Smart Insights 
RACE Digital Marketing Dashboard 
#7: Actionable Analytics and intelligence 
23 
Example...
#8: From Conversion Optimization to Experience 
Optimization 
24 
Example CRO 
testing services: 
 Unbounce 
 Optimizely...
#9: Digital Channel Sales Optimisation 
Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014 
25
26 
Example services: 
 Google Glass 
 Apple Watch 
 Facebook Rift 
#10: Wearables, Augmented and Virtual reality
81% of large organizations have the equivalent of 
a chief marketing technologist 
Source: Gartner - HBR July-August 2014 ...
81% of large organizations have the equivalent of 
a chief marketing technologist 
28
29
Let’s Connect! 
Questions & discussion welcome 
SmartInsights.com:: Plan | Manage | Optimize 
30 
Free, Basic member tools...
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Digital Marketing Trends for 2015

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Digital Marketing Trends for 2015 - what will really matter?

Dr Dave Chaffey, CEO and co-founder of Smart Insights, will take you through the digital marketing trends you need to keep an eye out for to get ahead of your competition in 2015

Published in: Marketing

Digital Marketing Trends for 2015

  1. 1. Digital Marketing Trends 2015 Tools and techniques to grow your business 1 Dr Dave Chaffey. SmartInsights.com
  2. 2. 2 About Dave About Dave Chaffey • Author of 5 bestselling marketing books • Editor of SmartInsights.com - a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results.
  3. 3. The 5 Eras of Digital Marketing 25 YEARS OF DIGITAL TRANSFORMATION:  1994 – 2000: Internet Marketing, Online Marketing and E-commerce  2000 – 2010: E-marketing, E-business and Multichannel  2010 – 2015: Digital marketing, E-commerce and Omnichannel  2015 – 2020: Digital Business and Digital Channel Optimisation  2020 + : Marketing and Business. 3
  4. 4. Digital Transformation Source: 7 Steps to Digital Transformation Infographic 4
  5. 5. Source: http://bit.ly/smarttransformation 5
  6. 6. 6 What does the future hold for digital marketers?
  7. 7. 7 http://bit.ly/2015-trends
  8. 8. 8
  9. 9. Content Marketing is the heart of modern marketing Source: Ogilvy, TNS and Google Path to Purpose July 2014 9 Content Marketing Content Marketing Content Marketing
  10. 10. Digital Natives − Gen C are now mainstream Source: Infomentum: Generation C. June 2014 (first minute) 10 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. https://www.youtube.com/watch?v=-4eZjhzFw8c
  11. 11. How will technology support marketing in 2015? Source: Smart Insights Gartner Hype Cycle review 11
  12. 12. ~950 companies 12
  13. 13. 13 #1 Content curation Global content marketing at Unilever: $10m in savings with Percolate pilot Source: Percolate Unilever case study Example services:  Percolate  Curata  Kapost
  14. 14. #2: Content recommendation personalisation, retargeting and effectiveness review 14 Example services:  Idio  Monetate  Demandbase
  15. 15. 15 #3: Content distribution Example services:  Hootsuite  Sendible  Oktopost  GaggleAmp
  16. 16. #4: Integrated SEO, Content and Social media management? 16 Example services:  Moz  RavenTools  AnalyticsSEO Source: Analytics SEO
  17. 17. #5: API service integration and Hubs 17 Example services:  Marketo  Act-on  Salesforce/Exact Target
  18. 18. #6: User Engagement and value optimisation 18 Example services:  Kissmetrics  Mixpanel  Ecommera Engagement analysis: Individual user: Kissmetrics Cohort analysis: Groups of users: Kissmetrics
  19. 19. Understanding consumer preferences and behaviours in 2015 The continued rise of the YouTuber Source: Channel Page video Broker 19
  20. 20. Source: Ogilvy, TNS and Google Path to Purpose July 2014 20
  21. 21. Social referral % from social networks by sector Location: Published / Surveyed: Sample: Source: Global Q1 2014 Global users from Site catalyst 21 Original source: tagged sites Adobe Adobe Social Intelligence report From Smart Insights Marketing Statistics compilation Q2 2014 New A social media backlash in 2015?
  22. 22. Building intelligence into analytics E.G. RACE dashboard KPIs Volume Quality Value 22 n Searches % Brand Reach Awareness and visits 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
  23. 23. Coming soon – the Smart Insights RACE Digital Marketing Dashboard #7: Actionable Analytics and intelligence 23 Example services:  GA Intelligence  Quill Engage  Smart Insights Source: SmartInsights.com
  24. 24. #8: From Conversion Optimization to Experience Optimization 24 Example CRO testing services:  Unbounce  Optimizely  Visual Website Optimizer Example Experience Management services:  Adobe Experience Manager  EPiServer  Sitecore Source: Boston Consulting Group
  25. 25. #9: Digital Channel Sales Optimisation Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014 25
  26. 26. 26 Example services:  Google Glass  Apple Watch  Facebook Rift #10: Wearables, Augmented and Virtual reality
  27. 27. 81% of large organizations have the equivalent of a chief marketing technologist Source: Gartner - HBR July-August 2014 27
  28. 28. 81% of large organizations have the equivalent of a chief marketing technologist 28
  29. 29. 29
  30. 30. Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize 30 Free, Basic member tools  Managing Digital Marketing 2014 report  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guide to B2B 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/

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