Emerging Trends in Digital Marketing


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My slides from my presentation I gave at Internet World in London, 10th May 2011

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Emerging Trends in Digital Marketing

  1. 1. Emerging Trends in Digital Marketing<br />David Edmundson-Bird<br />Director MSc Digital Marketing Communications<br />MMU Business School<br />
  2. 2. Emerging Trends in Digital Marketing<br />You’re going to expect:<br />
  3. 3. The Emerging Difference Between Search and Social Media Marketing<br /><ul><li>Search is a tactic for when you want to gain engagement from someone who already knows they do a specific thing
  4. 4. Social media on the other hand is a tactic that can align a brand with an intent that doesn’t currently exist or by peer recommendation of a consumer’s experience of a product, service or brand.</li></li></ul><li>Digital is only going to get bigger<br />Almost all agencies and client-sides are talking about growing spend on digital marketing projects<br />A bigger slice of a shrinking marketing budget<br />A budget in its own right that’s getting bigger<br />
  5. 5. Behaviour drives Investment<br />Investment in digital is increasing because customers are changing the way they behave<br />Digital isn't about fashion it’s about communicating to consumers in a way that coincides with their new behaviour<br />
  6. 6. What should you be investing in?<br />Clearly<br />Social networks, social media, social applications<br />But also<br />Digital experiences of the brand<br />Experiential marketing shifts to a digital focus<br />Creativity will be key<br />
  7. 7. The Web Site is still King<br />It’s still vitally important to invest and maintain your web sites in terms of content, brand, search<br />But it’s becoming almost as important to invest in social media presences<br />The main web site is where many customers consult and/or finally transact<br />The main web site needs to be optimized for mobile<br />Integration across channels to point to the site as a final destination<br />
  8. 8. Unpaid Advertising is Growing<br />Consumers experience a brand best from someone else<br />The growth in personal referrals<br />Consumers are increasingly trusting messages from contacts rather than direct from brands<br />Valuable but risky<br />Brand Hijack<br />
  9. 9. There are going to be more Social Media Marketing Gurus<br />Some of them will be douchebags<br />The skillset will evolve<br />Key points<br />Kids who use social media networks as participants are not social media experts<br />There needs to be a growth in the development of key skills in the area<br />
  10. 10. Old School Analytics is Over<br />Controversial but...<br />Measuring CTR, hits, CPM, traffic may not be helpful<br />Measuring engagement might be more useful<br />Measure brand awareness<br />Measure the number of leads generated by a marketing lever<br />The Growth of “Return on Engagement” and the demise of ROI<br />
  11. 11. We need to do our homework into how customers behave<br />Market research remains important<br />But “listening” via networks is vital<br />Reading blogs (tiny influencers)<br />Creating blogs where customers can comment<br />Your most critical customer could be your biggest fan<br />
  12. 12. The Jury is Out on....<br />Location<br />Somebody might find a way to make Foursquare work (if Foursquare can find a way to make money)<br />Augmented Reality<br />Still a bit clunky, requires seamlessness<br />
  13. 13. The Future of Digital Marketing<br />Every year will remain the year of mobile<br />Something will replace Twitter<br />Tablets will replace laptops for casual interaction<br />Neuroscience will become an important field in understanding customer behaviour<br />
  14. 14. Thank You<br />David Edmundson-Bird<br />d.edmundson-bird@mmu.ac.uk<br />@groovegenerator<br />http://uk.linkedin.com/in/davidbird<br />