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2014 Digital Marketing Trends

Across desktops, laptops, smartphones, tablets — and even TVs, cars, and appliances — people are continuously engaged in digital content at work and at home. Every day, people are exposed to an overwhelming number of digital touch points. And digital interactions are happening at a blindingly fast speed. What does 2014 hold for digital marketing?

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2014 Digital Marketing Trends,
Predictions & Action Items
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
What’s Inside?
•

The current state of digital marketing

•

9 trends & predictions to watch

•

Your 2014 action items

•

Lots of stats

•

Lots of examples

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
The Current State Of Digital Marketing
•

Explosion of digital touch points

•

Blindingly fast speed at which digital interactions happen

•

Multi-device environment increasing the complexity of
delivering web content

•

Rising expectations of customers

•

Influence of social media

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Predictions
•

Increase in sophistication of digital experiences

•

Marketing becomes useful (Youtility)

•

Marketing becomes increasingly location-based

•

Advertising gets native

•

And more predictive

•

Content marketing still big...but app-like content gets bigger

•

Wearable technology goes mainstream

•

Growth hacking makes a comeback

•

Move towards omni-channel vs multi-channel

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Prediction #1:
Increase in Sophistication of Digital Experiences

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
“A great digital experience
is no longer a nice-tohave; it’s a make-or-break
point for your business as
we more fully enter the
digital age.”
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com

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2014 Digital Marketing Trends

  • 1. 2014 Digital Marketing Trends, Predictions & Action Items © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 2. What’s Inside? • The current state of digital marketing • 9 trends & predictions to watch • Your 2014 action items • Lots of stats • Lots of examples © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 3. The Current State Of Digital Marketing • Explosion of digital touch points • Blindingly fast speed at which digital interactions happen • Multi-device environment increasing the complexity of delivering web content • Rising expectations of customers • Influence of social media © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 4. Predictions • Increase in sophistication of digital experiences • Marketing becomes useful (Youtility) • Marketing becomes increasingly location-based • Advertising gets native • And more predictive • Content marketing still big...but app-like content gets bigger • Wearable technology goes mainstream • Growth hacking makes a comeback • Move towards omni-channel vs multi-channel © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 5. Prediction #1: Increase in Sophistication of Digital Experiences © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 6. “A great digital experience is no longer a nice-tohave; it’s a make-or-break point for your business as we more fully enter the digital age.” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 7. 59% of digital marketers rate digital experience creation as “high” or “very high” priority © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 8. 76% of organizations that place a high priority on digital experience creation report revenue growth © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 9. The two most powerful digital approaches for driving brand perception #1 Responsive design #2 Content targeting © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 10. Organizations reporting revenue growth are aggressively exploiting more sophisticated digital experiences 83% of organizations creating advanced digital experiences report revenue growth © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 11. Approaches to digital experience creation in 2014 +12% content targeting +12% conversion paths +11% microsites +11% personalization +9% responsive design - 16% website © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 12. Action Items: • Go big or go home — deliver a fantastic, relevant, engaging, targeted, personalized experience. Period. • Read the Digital Marketing Landscape: The Power of Digital Experiences in 2014 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 13. Prediction #2: Marketing becomes useful. Youtility. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 14. If you sell something, you make a customer today; if you help someone, you make a customer for life. -Jay Baer Smart marketing is about help, not hype Think: calculators, price estimators, scoring tools & more © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 15. Dell’s ROI Calculator estimates potential ROI © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 16. ion’s free calculator allows for easy estimation of pricing © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 18. Geek Squad’s YouTube channel provides hundreds of instructional videos for DIYers © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 19. Action Items: Read Up! http://www.youtilitybook.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 20. Prediction #3: Marketing becomes increasingly location-based © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 21. Location-Based Marketing • Integrates mobile advertising with location-based services • Delivers multi-media directly to the user of a mobile device, dependent on location via GPS technology • Push — users must opt-in • Pull — users interact with mobile sites or apps © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 22. “...think of location as the new cookie — it’s about tracking people through their day, across places, devices and all media types.” Asif Khan, Founder & President © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 23. Google shows addresses and maps of local book stores.... Mobile apps use location services to serve local coupons © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 24. Action Items: • Check out TheLBMA.com • Download the Location-Based Marketing Infographic for actionable LBM tips © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 25. Prediction #4: Advertising gets native © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 26. Native Advertising • Native advertising integrates high-quality content into the organic experience of a given platform — social, web, video, etc. • Native advertising is not advertorial • Should contribute value by improving user experience © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 27. sponsored content content recommendation engines © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 28. Action Item: Is Native Advertising Right For You? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 29. Prediction #5: Advertising becomes more predictive and less reactive © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 30. Retailers are finding ways to “predict” wants, needs and even life stages based on buying patterns © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 31. Predictive Behavioral Targeting • Real-time bidding allows for the advertiser to cherrypick a potential customer • Site retargeting is reactive. Targets based on what someone has done, after visiting your site. • Search retargeting is reactive. Targets based on search term, without having visited your site. • Predictive targeting responds to an ad based on shared attributes of “converters” • Predicts interests and future behavior © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 32. Action Item: Research Predictive Advertising Text © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 33. Prediction #6: Content marketing goes to the apps © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 35. On average, 30% of B2B marketing budget allocated to content marketing © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 36. 58% of B2B marketers plan to increase their content budget in 2014 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 37. 42% of B2B marketers believe they are effective at content marketing © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 38. the problem? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 39. Content overload © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 40. the solution: Youtility turns static content into something useful for the visitor © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 41. App-like experiences allow content to be easily digested Smart Insights’‘health check’ tool gives advice & content recommendations based on your answers © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 42. ion’s ‘Score Your Landing Page’ marketing app provides recommendations for improving individual landing pages © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 43. ion’s ‘Post-click Assessment’ gives guidance on building a successful post-click program © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 44. Action Items: • Read Landing Pages for Content Marketing Idea Book • Read the Marketing Apps Idea Book • Use agile approach to turn one piece of written content into an interactive piece of content © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 45. Prediction #7: Wearable tech goes mainstream © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 46. The wearable tech space is incredibly dynamic and crosses many industries © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 47. Global Wearable Technology Market Will Reach USD 5.8 Billion in 2018 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 48. Wearable devices furthers increase the importance responsive design for brands, of designers, and content creators. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 49. Action Items: • Go responsive — now! • Embrace wearable technology and the customer-centric thinking it promotes • Soon, data from “lifestyle tracking” will allow us to provide a more personal marketing experience © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 50. Prediction #8: Growth hacking © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 51. Growth Hacking • Startup advisor & marketer Sean Ellis coined the term “growth hacker” in 2010 • Technique which uses creativity, analytical thinking & social metrics to sell products & gain exposure • Focuses on low-cost & innovative alternatives to traditional marketing (in addition to mainstream ones: SEO, LPO, etc.) • Early example of "growth hacking”... Hotmail's ‘PS: I love you. Get your free e-mail at Hotmail’ Courtesy of Mattan Griffel - Growth Hacking Lean Marketing for StartUps © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 52. “Growth hacking is about looking out for and catching the next major marketing wave before others have grokked it.” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 53. A growth hacker is a person who’s true north is growth. -Sean Ellis © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 54. Action Items: Research Growth Hacking © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 55. Prediction #9: Omni-channel © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 56. informed empowered The Omni-channel Customer always connected demands real choice when selecting & purchasing goods © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 57. “An omni-channel experience incorporates many technologies and touchpoints to create a shopping experience that is as informative, effortless, and even sharable as possible.” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 58. Free shipping & free returns Mobile app Personal stylists Wish List Recommendation engine Rewards/point system Mobile app QR barcodes Geo-location (‘Find a Store’ mobile feature) © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 59. Investment In Omni-channel Customer Services Can Reap Big Rewards.... Quarterly Revenue Growth (YoY) Quarterly growth rate of Nordstrom and Macy’s vs. Department store sector 20% Nordstrom launched omni-channel initiative 15% Nordstrom 10% Macy’s 5% 0% -5% -10% -15% Macy’s launched omni-channel initiative -20% Jul Oct Jan Apr 2006 Jul Oct Jan Apr 2007 Jul Oct Jan Apr 2008 Jul Oct Jan Apr 2009 Jul Oct 2010 Jan Apr 2011 Difference in quarterly growth rate Nordstrom Macy’s 10% 15% 17% 12% 7% 7% - 1% - 1% 1% 9% 11% 16% 22% 17% 15% 15% 9% 9% n/a 8% -2% 2% 0% 2% -2% 2% 1% 3% 2% 5% 4% 3% 6% 8% 9% 10% 4% 3% Retail’s changing landscape – omni-channel customer experience © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 60. Action Items: Consider “Thinking Small” • Gather & consolidate data in order to build a starter set of customer profiles • Look for patterns across target segments. Start small...“think globally, act locally.” • Test early and often. If you can’t measure it..don’t do it. • Think “small” when it comes to the promise of delivering omnichannel commerce — target local campaigns & data • Remember: simple, smart, responsive and social © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 61. Sophisticated digital experiences Youtility Location-based marketing Predictive & native advertising Interactive, conversion-focused content marketing Wearable technology Growth hacking Omni-channel retailing & customer service © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 62. Thank you! @ioninteractive info@ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com