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DIGITAL MARKETING
2017 TRENDS
2016 has passed by in a flash and most of us are
still wondering what we all achieved but instead of
reminiscing, World of...
Customer-centric marketing
5 Key Predictions
Executive SUMMARY
3
A New Generation of Marketers
6 Digital Native Insights
T...
4
In the following slides we will shortly discuss the
continuous evolution of customer-centric marketing,
share with you t...
I. Customer-centric
& Conversational marketing
5
Are here to stay
We believe 2017 will be subject to another
increase in customer spending. The cost of
switching is low an...
7
Will focus on personalized relationship-building at
every stage of the customer lifecycle.
2
Invest in teams that are wi...
Will take a more active role in driving change.
However, organisations will transform at different
paces. Mid-size compani...
Technology is fundamental to digital
transformation. New marketing leaders
will need to be aware of these disruptive
techn...
Will place an increasing focus on building
authentic, real-time connections. More and
more companies, small or big, will
t...
II. A new generation
of Marketers
11
12
Believe specialization is no longer essential to
success
1
The marketer of tomorrow is a chameleon. Able to
adapt to cl...
13
Have to be interconnected within broader company
structures
2
Traditionally this has been a difficult feat, but,
nowada...
14
Will find the ideal intersection between fulfilling
customer needs, passionate storytelling and digital
interactions
3
...
15
Specialisation was a hot topic back in 2000 but the
dominance of so-called experts will moderately
decrease outside of ...
16
Design-centric culture?5
Because design has historically been equated with
aesthetics and craft, designers have been pe...
17
Need challenges6
- Accepting more ambiguity > introduction of
technology represents a massive capital
expenditure meani...
III. Technology & Data
18
19
All systems should work together and be
interrelated
1
Reliance of digital marketers on technology and
data implies tha...
IV. Techniques
20
21
Incorporate techniques to immerse customers at
every stage of the lifecycle
1
World of Digits believes successful custo...
V. Content & Channels
22
23
Return of value over volume in both content and
content distribution channels
1
Listening to and understanding the targ...
24
User experience (UX) is an essential pillar,
especially for mobile marketing efforts
2
The main reason for this is beca...
25
More ways to target audiences as a result of
integrated technologies
3
Unified cross-channel marketing is the way
forwa...
26
Social Media advertisment is mature.4
Social Media advertisment is mature and will
deeply redefining global marketing s...
27
Who are we ?
MAXENCE
28
Staying as perfect
as I was in 2016
& probably, I’ll try to stop
smoking too...
LORENZO
Usually, I set myself t...
GAËLLE
29
I’ll be doing sports more often.
Trying to eat more healthily,
and regulate my sleeping
pattern to vitalize my l...
MAXIME
30
Organize tasks
more efficiently
and grow as an individual
QUENTIN
Never stop to learn and to always be
critical ...
31
KEVIN
I'll be reading more, training more
and elevating my mind in the
process.
Trying to flick the success mode
switch...
32
VALENTINE
I stopped believing in
resolutions a long time ago
so I usually don't make them
anymore, but, if I were to
ch...
Sources
http://www.gainsight.com/your-success/importance-of-customer-retention-strategy/
http://www.smartinsights.com/ecom...
34
Maxime Van der Aa
Digital Project Manager
mvanderaa@worldofdigits.com
+32 472 29 62 27
THANK YOU !
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Digital Marketing Trends 2017

  1. 1. DIGITAL MARKETING 2017 TRENDS
  2. 2. 2016 has passed by in a flash and most of us are still wondering what we all achieved but instead of reminiscing, World of Digits prefers to look at the horizons which lie ahead. Those that are prepared will be more aptly equipped for the core, transformative marketing changes, disruptive digital technologies will more than likely invoke in 2017. 2
  3. 3. Customer-centric marketing 5 Key Predictions Executive SUMMARY 3 A New Generation of Marketers 6 Digital Native Insights Technology & Data 1 Fundamental Wisdom3 Techniques Balancing Your Method is Essential Content & Channels 4 Unmissable Trends 2 1 5 3 4
  4. 4. 4 In the following slides we will shortly discuss the continuous evolution of customer-centric marketing, share with you the knowledge of a new generation digital marketeers, elaborate on the importance of technology and data in a marketing context, propose a balanced approach that should characterize your digital marketing efforts and convey several content & channel developments that require your attention. Of course if you need any help or more in-depth advice, World of Digits is here to help you achieve the digital growth you desire. http://www.worldofdigits.com/
  5. 5. I. Customer-centric & Conversational marketing 5
  6. 6. Are here to stay We believe 2017 will be subject to another increase in customer spending. The cost of switching is low and customer choices are high, making customer retention strategies all the more essential for growth and market share maintenance. 1 6
  7. 7. 7 Will focus on personalized relationship-building at every stage of the customer lifecycle. 2 Invest in teams that are willing to invoke adoption, cross-selling tactics and who believe in customer advocacy. Invest in building engagement, brand loyalty and advocacy with current customers as well as finding new customers.
  8. 8. Will take a more active role in driving change. However, organisations will transform at different paces. Mid-size companies will be the first to innovate as smaller companies are often too focused on acquiring new customers instead of retaining them. Large global corporate enterprises will realize the urgent need to change but will take longer to implement policies given their immense corporate structure which slows things down considerably. 8 3 Will transform
  9. 9. Technology is fundamental to digital transformation. New marketing leaders will need to be aware of these disruptive technologies and preferably, will also need to adopt social listening tools to help them analyse product usage patterns and customers’ digital signals. 9 4 Will inspire leaders
  10. 10. Will place an increasing focus on building authentic, real-time connections. More and more companies, small or big, will therefore use customer advocacy as a very potent strategic weapon. This requires building relationships beyond a formal transactional relationship. Simply put, it takes more than merely asking customer advocates for their financial support. You have to become an integral part of their lives. 10 5 Will be conversational
  11. 11. II. A new generation of Marketers 11
  12. 12. 12 Believe specialization is no longer essential to success 1 The marketer of tomorrow is a chameleon. Able to adapt to client needs. Building a team of so-called “full brain marketers” is fundamental to growth. Of course, specialists will still have their place for analytical functions such as SEO but multi-talented “expert” generalists can handle complex challenges more effectively, from creative to brand design to digital content and product marketing. In other words, new age marketers blend both art AND science.
  13. 13. 13 Have to be interconnected within broader company structures 2 Traditionally this has been a difficult feat, but, nowadays there are technologies that can reinforce and help inter-departmental communicative efforts. Driving and implementing change necessitates collaboration between various teams. Challenge your own referential framework and approach. When critically looking at your own method, you simultaneously evaluate if it’s still the right one to utilize.
  14. 14. 14 Will find the ideal intersection between fulfilling customer needs, passionate storytelling and digital interactions 3 This requires building deep expertise across three functions: thinkers (analytical data-nerds), emotive feelers (narrators that make your audiences laugh, cry or buy) and executers (those that bring them both together). All three are crucial to success. Companies should aim to make them work in synergic harmony in order to formulate
  15. 15. 15 Specialisation was a hot topic back in 2000 but the dominance of so-called experts will moderately decrease outside of marketing as well in 2017 4 Digital marketing is integrating a design-thinking approach in many areas and will continue to do so in 2017. Contemporary designers, just like their marketing colleagues, have to be multi-versed; visual to graphic to product design, UX to UI, photography to video. World of Digits concludes that designers will be naturally inclined to develop other skillsets. Furthermore, technological advancement will aid the creation of a seamless creative outpouring producing quality with speed and scale.
  16. 16. 16 Design-centric culture?5 Because design has historically been equated with aesthetics and craft, designers have been perceived as artistic bohemians. But design-thinking transcends design as a role and offers principles that can transform a business within the digital realm; - Focus on users’ experiences, especially their emotional ones. - Create models to examine complex problems. - Use prototypes to explore potential solutions. - Tolerate failure - Exhibit thoughtful restraint
  17. 17. 17 Need challenges6 - Accepting more ambiguity > introduction of technology represents a massive capital expenditure meaning there is pressure for a guarantee of a healthy return. Design, however, doesn’t conform easily to estimates. Calculating the return on investment of creativity is difficult if not impossible. - Embrace risk > requires the creation of a culture that allows people to take chances, make the most of opportunities given to them and move forward without a complete, logical understanding of a problem.
  18. 18. III. Technology & Data 18
  19. 19. 19 All systems should work together and be interrelated 1 Reliance of digital marketers on technology and data implies that if it is not optimized or not done well it can be very expensive and inefficient. This means you’ll need to get your marketing operations in order, investing in resources and technology not only drives data enrichment but also advances data governance activities.
  20. 20. IV. Techniques 20
  21. 21. 21 Incorporate techniques to immerse customers at every stage of the lifecycle 1 World of Digits believes successful customer engagement in 2017 will rely on; Inbound + Account-based marketing + Paid media optimisation + Direct marketing A combination of these strategies will entice prospects and customers helping marketers build long-term relationships but also bridge advertising and marketing technologies to show affirmative ROI.
  22. 22. V. Content & Channels 22
  23. 23. 23 Return of value over volume in both content and content distribution channels 1 Listening to and understanding the target audience and customers is fundamental in 2017. Creating content just for the sake of it does not add value but merely creates unwanted noise. World of digits therefore predicts that all marketers will start listening to the content they already have circulating the digital sphere. What works and what doesn’t. What resonates and what not. Adequate content strategy is all about mapping customer needs and the ability to deliver a personalized journey while not forgetting about SEO is paramount.
  24. 24. 24 User experience (UX) is an essential pillar, especially for mobile marketing efforts 2 The main reason for this is because Google is splitting their index to rank mobile sites separately. The Accelerated Mobile Pages project will favour quicker loading websites. Adding structured data and valuable content which can be crawled by Google’s algorithm is a key-preparation while you should also be keeping an eye on user-behaviour.
  25. 25. 25 More ways to target audiences as a result of integrated technologies 3 Unified cross-channel marketing is the way forward. Additionally, contextual video content will continue to rise and play a much bigger role than they do already. Not only Mobile-optimized video content but also mobile emailing is crucial to your MRM. If your emails aren’t beautiful across every device you’re bound to fail in 2017. Machine learning will help automate marketing efforts. World of Digits believes the personalized communication this will engender can only optimize marketing efforts.
  26. 26. 26 Social Media advertisment is mature.4 Social Media advertisment is mature and will deeply redefining global marketing strategies for companies. Social Media in 2017 will be : - Video booming, because 2016 was only the beginning. - Immersive formats to engage. - Mobile more than ever. - Conversational to be close. With or without robots... - Always Creative.
  27. 27. 27 Who are we ?
  28. 28. MAXENCE 28 Staying as perfect as I was in 2016 & probably, I’ll try to stop smoking too... LORENZO Usually, I set myself the target to enrich my knowledge of a certain topic but I've been too busy to even pick one. My main resolution would be to increase my company's efficiency regarding sales & development. Founder & Manager Founder & Manager
  29. 29. GAËLLE 29 I’ll be doing sports more often. Trying to eat more healthily, and regulate my sleeping pattern to vitalize my life. ADRIEN Resolutions are made to fail. So I would like to say : stop thinking & start doing. #TheSkyIsNotTheLimitBro Graphic Designer Social Media Wizard
  30. 30. MAXIME 30 Organize tasks more efficiently and grow as an individual QUENTIN Never stop to learn and to always be critical in all I decide to do. Pursue self-development in my daily tasks and commit fully to my engagements so I can accomplish them without struggling. Project Manager Business Manager
  31. 31. 31 KEVIN I'll be reading more, training more and elevating my mind in the process. Trying to flick the success mode switch. UX Design Consultant ARNAUD To not repeat the same mistakes I made last year and help my friends achieve their dreams Content Architect
  32. 32. 32 VALENTINE I stopped believing in resolutions a long time ago so I usually don't make them anymore, but, if I were to choose one it would be to work on the ones I didn't achieve in the past. Social Media Strategist YOU ?
  33. 33. Sources http://www.gainsight.com/your-success/importance-of-customer-retention-strategy/ http://www.smartinsights.com/ecommerce/web-personalisation/what-is-lifecycle- marketing/ http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the- consumer-decision-journey http://www.immr.org/tuning-into-consumers-digital-signals.pdf https://www.salesforce.com/blog/2016/07/customer-advocacy-the-time-is-now.html file:///C:/Users/Maxime/Downloads/Creating-Your-Mobile-Marketing-Strategy.pdf file:///C:/Users/Maxime/Downloads/Give-Your-Consumers-The-Omni-Channel-Experience- Marketo.pdf http://contentmarketinginstitute.com/2016/12/tools-strategy-planning-measurement/ https://hbr.org/2015/09/design-thinking-comes-of-age http://sloanreview.mit.edu/article/how-to-build-your-creative-confidence/ 33
  34. 34. 34 Maxime Van der Aa Digital Project Manager mvanderaa@worldofdigits.com +32 472 29 62 27 THANK YOU !
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