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Българска Асоциация за Дигитален Маркетинг - Новости в Дигиталният маркетинг за 2015

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Новости в Дигиталният маркетинг за 2015, представени от Българска Асоциация за Дигитален Маркетинг.

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Българска Асоциация за Дигитален Маркетинг - Новости в Дигиталният маркетинг за 2015

  1. 1. COME & SEE Digital Trends 2015
  2. 2. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Watch information Current status Bulgaria Go Mobile Digital Trends 2015 Social Networks Brand reputation Media monitoring + Big data Questions & Answers
  3. 3. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg BADM is a Bulgarian Association for Digital Marketing BADM was founded in 2014 and is a not-for-profit association legally registered in Bulgaria. We, in BADM, promote the value of digital marketing as a profession to individuals and organizations. We help digital marketing experts to be more efficient and effective in their work, through the certification of competencies. All of this, because … Digital marketing is our passion About BADM Who are we ?
  4. 4. Current status Bulgaria 2013-2014*
  5. 5. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg 38.6 mln BGN gross ads volume for 2013* 20.3 mln BGN for H1 - 2014 Increasing growth of advertising PR materials and ads per click 55% of revenue is concentrated in three companies. *Data & info from IABulgaria Display ads per click PR articles Other Ads revenue Market data 87 % 8% 2% 3%
  6. 6. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg 2012 2013 2014 Display Video ads Mobile ads 1% 4% 2% 7% 3% Display ads 2% 97 % 94 % 90 %
  7. 7. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg % in 2013 Financial services 22 % FMCG 14.5 % TELCO 8 % Retail 6.5 % Automobile 6 % Services 5.5 % Gross volume Revenue by industry for 2013
  8. 8. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg 2012 2013 2014 Android iOS Windows Other Mobile devices Volume for 2012 – 2014* in thousands 250 100 750 250 1300 400 *Data & info from Mtel and Vivacom
  9. 9. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Young people – 18–28 y.o. – one research in EU Women – average spend 10h/day using their mobile devices, while men spend around 8h per day. Time spent using mobile devices 94.6 minutes per day for texting 48.5 minutes per day for e-mail 38.5 minutes per day for Facebook 34.4 minutes per day for Surfing 26.7 minutes per day for Music
  10. 10. Digital Trends 2015
  11. 11. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Go Mobile
  12. 12. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Small screens -> Big opportunities
  13. 13. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Almost every consumer has a mobile phone Ordinary mobile user check his devices >60 times per day Mobile phones is the most personal thing these days and if WE find a way to be there, then WE will become a part of their personality. There are a milions of apps now and as a brand, having an app for every platform is not enough! Only a few app are being used on daily basis. So it’s a big opportunity, but it’s not easy to catch it
  14. 14. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg It has changed the rules of communications! Mobile has come into our life with it’s own rules Brands should consider every aspects of mobile cause sometimes using SMS are provides more benefits and it might be more innovative than having a fancy iPhone app
  15. 15. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Easy to adopt it to EVERYTHING Hard to make it LIVE forever!
  16. 16. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg  Responsive or Go Home Design Trends Follow or Die :-)
  17. 17. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg  Responsive or Go Home  Bigger Emphasis on Typography Design Trends Follow or Die :-)  Large, Beautiful Background Images & Videos  Scrolling Over Clicking  Parallax design
  18. 18. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Personalized UX The Future of Design and visualization The idea of using cookies to help you display more relevant content to repeat visitors is nothing new.
  19. 19. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg e-Commerce Mega menu + products/promotions + Personalization
  20. 20. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Changes happen
  21. 21. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Trending topics FACEBOOK Changes If you & your friends are posting about the new movie, you’re more likely to see those posts in your news feed as a trending topic. FB reported more than 6% increase in people engaging after testing.
  22. 22. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Timing of Likes & Comments FACEBOOK Changes “Currently one of the signals we look at is the total number of likes that a post has received when determining how high up to show it in News Feed. With this update, we are going to begin looking at when people are choosing to like, comment and share.” “If people are engaging with the post right after it is posted, and not as much a few hours later, this suggests that the post was most interesting at the time it was posted, but potentially less interesting at a later date. Based on this signal it is more likely to appear higher in News Feed earlier on and lower at a later date.”
  23. 23. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Fangate is over FACEBOOK Changes
  24. 24. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg too promotional FACEBOOK Changes  Posts that solely push people to buy a product or install an app;  Posts that push people to enter promotions and sweepstakes with no real context;  Posts that reuse the exact same content from ads
  25. 25. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Migration
  26. 26. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg
  27. 27. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Real-Time Marketing Twitter activities
  28. 28. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg
  29. 29. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg
  30. 30. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg
  31. 31. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg
  32. 32. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg
  33. 33. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg The end of the beginning As video consumption volume increases, mobile becomes the second TV. In the highlight of this, advertisement on YouTube or video ads on Facebook will become a part of our life. Brands will produce video ads for only mobile. Even GIFs may become more important in the next days. Even payment is one of the most conservative thing and payment methods has changed only for a few times, by the mobile payment services like Square, people are able to pay with their mobile now. Mobile is the easiest way of giving shape to everything around digital.
  34. 34. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg
  35. 35. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Create community The best practice in 2015+ Brands should aware regarding this fact: People are stronger than ever against brands. They are not just “customers” anymore, they move together and become a “Community”. They express all their feelings publicly, sometimes they organize and start a negative campaign against a brand in minutes. Brands have to communicate with their community, show that they care about this community and drive them to the right points.
  36. 36. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg
  37. 37. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Own army § weapons The best practice in 2015+ Marketers are now using social efforts to lure people to their own sites. Jun Group reported that clicks that led people to brand- owned-and-operated sites doubled between 2012 and 2013 from 28 percent to 57 percent — while the segment of clicks that ended at Facebook dwindled from 31 percent to 10 percent.
  38. 38. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg
  39. 39. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Big Data world The best practice in 2015+ If we can analyze “Big Data” then we can simply understand “What They Buy?”, “How they behave?”, “How they might respond to our next product or service?” so Big Data seems the miracle everyone and marketers have been waiting for but we should consider big data is made by people!
  40. 40. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg “Big data” in action The best practice in 2015+  Make promotions and campaigns;  Find what our community wants;  Integrate personalized content and engagements;  Retargeting & Remarketing;  Login with social profiles – not just login; collecting of user’s behavior and execute your next big campaign.
  41. 41. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg
  42. 42. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Media Monitoring
  43. 43. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Media Monitoring  News  Blogs  Social networks  Forums  Video sharing  Analysis  Decisions
  44. 44. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg e-mail Marketing
  45. 45. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg e-mail Marketing is a must The best practice in 2015+  Strongly targeted;  Cost effective;  Stimulate campaign’s process;  Personal attention;  Fully measurable.
  46. 46. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg e-mail Marketing is a must The best practice in 2015+ Ads campaing Rich media + video ads
  47. 47. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg e-mail Marketing Predictions
  48. 48. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg e-mail Marketing is a must The best practice in 2015+ Facebook have more active users on mobile than desktop. It simply shows how mobile and social should be integrated. Social Networks which are strong in mobile side will survive and the others will be gone.
  49. 49. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Predictions Whats next in 2015+ ? Applications on social networks are almost dead and all the campaigns, reach and interaction are based on content and community management. “Content is king” as before but more importantly “User Generated Content is queen”. It’s easy to say “Facebook shows only paid contents” but the truth is the little store on the corner of your street has a Facebook page now and it shares more warm and interesting content than huge brands boring brand messages. Little store appears on newsfeed instead of billion dollar companies. So brands with real “social” attitude will win the internet in the future.
  50. 50. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Predictions Whats next in 2015+ ? Twitter is the biggest chance for real time marketing. Brands who have moved accordingly generate more buzz than the others. Others will understand it soon and will be there too. (Nielsen Twitter Rating. It’s still in progress but as soon as it becomes a real life we’ll finally have a chance to see a usage of traditional channel and a new media channel together.)
  51. 51. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg social for business Key steps for success in digital world Own resources Social networks Analysis • Communications • Information sharing • Campaigns • Mix of marketing channels • Connection • Community • Traffic source • Awardness • Big data • Media monitoring • Google Analytics • Performance 3 in 1
  52. 52. QUESTIONS ANSWERS Use the following contact details to ask us
  53. 53. www.BADM.bg Phone: +359(32) 307 440 | e-mail: info@badm.bg Author – BADM with support of ORM.BG BADM: 94 Ralevitza str., office 19, Sofia, BG ORM.BG: 28A Peshtersko shose blvd.., Plovdiv, BG +359 (32) 307-440 / 441 www.BADM.bg www.orm.bg info@badm.bg
  54. 54. THANK YOU!

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