Trends and future of digital marketing

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Andrew Lapham's presentation for the Chartered Institute of Marketing Milton Keynes Community Group on Wednesday 6th November 2013

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Trends and future of digital marketing

  1. 1. Trends & Future of Digital Marketing Andrew Lapham Andrew.lapham@buckingham.ac.uk Nov-13 1
  2. 2. Future digital marketing • What is trending in digital marketing ? • What will future consumers demand ? • What’s being developed in the lab ? • What could the future experience look like ? • Open forum Nov-13 2
  3. 3. What is trending in digital marketing ? Nov-13 3
  4. 4. Digital Marketing Activities ? Internet Advertising More than Apps ! Website, Links Mobile Marketing Search Marketing SEM, SEO, PPC Digital Marketing Brand recognition In Game Email Marketing Advertising Just Spam ? Social Web Marketing UGC : Blogs, Wiki, YouTube, FlickR Nov-13 4
  5. 5. Does social media matter ? Nov-13 5
  6. 6. The digital evolution of marketing Web 1.0 (Static/ Txn) Web 2.0 (Social) Marketing Focus Website or Content User / participant Approach Push Push & Pull Market Role Audience Participants Market Behaviour Passive Passive & Active Interactivity Machine Interactivity Person & Machine Product Offering Production Co-production Communication Model Monologue Dialogue Control External Pacing External and Internal Source : Marketing Paul Baines, Chris Fill and Kelly Page, 2011 Nov-13 6
  7. 7. The digital evolution of marketing Web 1.0 (Static/ Txn) Web 2.0 (Social) Marketing Focus Website or Content User / participant Approach Push Push & Pull Market Role Audience Participants Market Behaviour Passive Passive & Active Interactivity Machine Interactivity Person & Machine Product Offering Production Co-production Communication Model Monologue Dialogue Control External Pacing External and Internal Source : Marketing Paul Baines, Chris Fill and Kelly Page, 2011 Nov-13 7
  8. 8. Quotes from leading advertisers “The traditional marketing model we all grew up with is obsolete” James R Stengel, CMO, Proctor & Gamble “To me the challenge is not awareness, the challenge is engagement.” John Hayes, CMO, American Express Source : Marketing Paul Baines, Chris Fill and Kelly Page, 2011 Nov-13 8
  9. 9. What will future consumers demand ? Digital natives born after 1985 & reared on pervasive technology Source : Oracle Research: Retail –www.oracle.com ‘Digital Natives’ July 2013 Nov-13 9
  10. 10. What will future consumers demand ? Digital natives born after 1985 & reared on pervasive technology Key findings reveal: Shopping in 2025 • Digital natives want a better multi-channel experience that facilitates seamless and connected interactions in a 24/7 environment. • Technology is key to expediting the shopping experience and retail operations must be optimized in support of customer priorities. • Stores are the channel of choice for digital native consumers today and are expected to remain critical in the shopping experience of the future. • Online shopping is important and retailers must focus on developing multi-channel strategies to meet the growth of online commerce. Source : Oracle Research: Retail –www.oracle.com ‘Digital Natives’ July 2013 Nov-13 10
  11. 11. What will future consumers demand ? Digital natives born after 1985 & reared on pervasive technology Key findings reveal: Shopping in 2025 • Price is the most important purchasing criteria now and is perceived to be in the future. • Promotions and product range are also key purchasing motivators, while brand is less important than price, range and assortment. • Retailers need to make better use of actionable insight to target this group better with personalized promotions and interactions. • Despite the importance of social networking, using these networks for purchasing is relatively rare. Source : Oracle Research: Retail –www.oracle.com ‘Digital Natives’ July 2013 Nov-13 11
  12. 12. What’s being developed in the lab ? Nov-13 12
  13. 13. But that’s all a long way away - right ! UK’s First Interactive Grocery Store http://www.youtube.com/watch?v=7JItU05mjCk Nov-13 13
  14. 14. What could the future experience look like ? Nov-13 14

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