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Future Forces 2018: Top Tips for Digital Marketing Success

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Our essential tips for improving the efficiency and effectiveness of your digital marketing in 2018 and beyond.

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Future Forces 2018: Top Tips for Digital Marketing Success

  1. 1. #FUTUREFORCES2018 • @ESKIMON1 FUTUREFORCES2018THE TECHNOLOGICAL AND CULTURAL FORCES SHAPING MARKETING IN 2018 AND BEYOND SIMON KEMP • • APRIL 2018
  2. 2. #FUTUREFORCES2018 • @ESKIMON2 SIMON KEMP @ESKIMON
  3. 3. #FUTUREFORCES2018 • @ESKIMON3
  4. 4. #FUTUREFORCES2018 • @ESKIMON4 TODAY: THE ESSENTIALS YOU NEED TO DELIVER MORE EFFICIENT & EFFECTIVE MARKETING IN 2018
  5. 5. #FUTUREFORCES2018 • @ESKIMON5 THE STATE OF DIGITAL IN 2018
  6. 6. #FUTUREFORCES2018 • @ESKIMON6 DIGITAL IN 2018ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD
  7. 7. 7
  8. 8. 8 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: JAN 2018 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. NOTE: PENETRATION FIGURES ARE FOR TOTAL POPULATION (ALL AGES). DIGITAL AROUND THE WORLD IN 2018KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS 7.593 4.021 3.196 5.135 2.958BILLION BILLION BILLION BILLION BILLION 55% 53% 42% 68% 39%
  9. 9. 9 INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS JAN 2018 GLOBAL ANNUAL DIGITAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SINCE JAN 2017 SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS; MOBILE: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS. GROWTH DATA: WE ARE SOCIAL & HOOTSUITE’S DIGITAL IN 2017 REPORT. +7% +13% +4% +14% +248 MILLION +362 MILLION +218 MILLION +360 MILLION
  10. 10. #FUTUREFORCES2018 • @ESKIMON10 MORE THAN 4 BILLION PEOPLE AROUND THE WORLD NOW USE THE INTERNET • SOURCE: HOOTSUITE & WE ARE SOCIAL, “DIGITAL IN 2018”
  11. 11. #FUTUREFORCES2018 • @ESKIMON11 MORE THAN HALF OF THE WORLD’S POPULATION HAS INTEGRATED DIGITAL INTO EVERYDAY LIFE • SOURCE: HOOTSUITE & WE ARE SOCIAL, “DIGITAL IN 2018”
  12. 12. #FUTUREFORCES2018 • @ESKIMON12 TOGETHER, WE’LL SPEND MORE THAN 1 BILLION YEARS ON CONNECTED ACTIVITIES IN 2018 • SOURCE: BASED ON GLOBALWEBINDEX DATA IN HOOTSUITE & WE ARE SOCIAL’S “DIGITAL IN 2018” REPORT
  13. 13. 13 TIME SPENT PER DAY ON THE INTERNETJAN 2018 AVERAGE NUMBER OF HOURS SPENT USING THE INTERNET PER DAY VIA ANY DEVICE [SURVEY BASED] 9H38M 9H29M 9H14M 8H51M 8H32M 8H27M 8H17M 8H12M 8H10M 7H49M 7H49M 7H25M 7H09M 7H09M 6H52M 6H45M 6H37M 6H31M 6H30M 6H30M 6H27M 6H08M 5H59M 5H55M 5H55M 5H53M 5H51M 5H34M 5H20M 5H19M 5H04M 5H03M 4H52M 4H50M 4H48M 4H12M 4H05M 3H50M 3H46M 2H53M THAILAND PHILIPPINES BRAZIL INDONESIA SOUTHAFRICA MALAYSIA MEXICO ARGENTINA EGYPT TAIWAN U.A.E. INDIA SINGAPORE TURKEY VIETNAM SAUDIARABIA HONGKONG PORTUGAL CHINA U.S.A. RUSSIA ITALY NEWZEALAND CANADA POLAND SWEDEN U.K. AUSTRALIA SPAIN IRELAND SOUTHKOREA BELGIUM GERMANY NETHERLANDS FRANCE JAPAN NIGERIA KENYA GHANA MOROCCO SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
  14. 14. #FUTUREFORCES2018 • @ESKIMON14 SOCIAL MEDIA WILL ACCOUNT FOR ROUGHLY ONE-THIRD OF ALL THE TIME WE SPEND ONLINE • SOURCE: BASED ON GLOBALWEBINDEX DATA IN HOOTSUITE & WE ARE SOCIAL’S “DIGITAL IN 2018” REPORT
  15. 15. 15 TIME SPENT ON SOCIAL MEDIAJAN 2018 AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY VIA ANY DEVICE [SURVEY BASED] 3H57M 3H39M 3H23M 3H10M 3H09M 3H09M 3H07M 3H02M 3H00M 2H56M 2H56M 2H54M 2H48M 2H48M 2H37M 2H34M 2H26M 2H24M 2H19M 2H10M 2H06M 2H03M 2H01M 2H01M 2H00M 1H56M 1H54M 1H53M 1H53M 1H48M 1H47M 1H42M 1H39M 1H38M 1H34M 1H22M 1H20M 1H13M 1H12M 0H48M PHILIPPINES BRAZIL INDONESIA THAILAND ARGENTINA EGYPT MEXICO NIGERIA MALAYSIA U.A.E. GHANA KENYA TURKEY SOUTHAFRICA VIETNAM SAUDIARABIA INDIA MOROCCO RUSSIA PORTUGAL SINGAPORE TAIWAN HONGKONG U.S.A. CHINA SWEDEN U.K. NEWZEALAND ITALY CANADA IRELAND POLAND AUSTRALIA SPAIN BELGIUM FRANCE NETHERLANDS GERMANY SOUTHKOREA JAPAN SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
  16. 16. 16 ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN 2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2018. *ADVISORY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA. TUMBLR FIGURE IS FOR MONTHLY UNIQUE VISITORS IN DEC 2017, VIA SIMILARWEB. SNAPCHAT FIGURE VIA TECHCRUNCH, JUN 2017. LINKEDIN DATA VIA FORTUNE / APPTOPIA, APR 2017. SOCIAL NETWORK MESSENGER / CHAT APP / VOIP DATA CORRECT TO: 27 JANUARY 2018 2,167 1,500 1,300 1,300 980 843 800 794 568 376 330 300 300 260 260 255 250 203 200 117 100 97 63 49 FACEBOOK YOUTUBE WHATSAPP FB MESSENGER WECHAT QQ INSTAGRAM TUMBLR** QZONE SINA WEIBO TWITTER BAIDU TIEBA* SKYPE* LINKEDIN** VIBER* SNAPCHAT** REDDIT LINE PINTEREST YY TELEGRAM* VKONTAKTE BBM* KAKAOTALK
  17. 17. 17 TOP MESSENGER APPS BY COUNTRYJAN 2018 BASED ON THE GOOGLE PLAY STORE RANK FOR EACH COUNTRY IN DECEMBER 2017 SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE GOOGLE PLAY APP STORE RANK FOR DECEMBER 2017. FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP. WHATSAPP (128) FACEBOOK MESSENGER (72) VIBER (10) WECHAT (3) LINE (3) TELEGRAM (3) IMO (3) KAKAOTALK (1) HANGOUTS (1) ANDROID MESSENGER (1) NO DATA (14)
  18. 18. #FUTUREFORCES2018 • @ESKIMON18 BUT WE’RE USING CONNECTIVITY TO HELP WITH MANY OTHER ASPECTS OF OUR LIVES TOO
  19. 19. #FUTUREFORCES2018 • @ESKIMON19 SOME OF THE TOP APP CATEGORIES IN 2017 GAMES ENTERTAINMENT SOCIAL PHOTO & VIDEO FINANCE • SOURCE: APP ANNIE DATA IN HOOTSUITE & WE ARE SOCIAL’S “DIGITAL IN 2018” REPORT LIFESTYLE HEALTH & FITNESS SHOPPING PRODUCTIVITY DATING
  20. 20. 20 E-COMMERCE PENETRATIONJAN 2018 PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA ANY DEVICE IN THE PAST MONTH [SURVEY-BASED] SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017. 78% 74% 74% 70% 69% 67% 64% 63% 63% 62% 61% 60% 59% 59% 59% 59% 59% 58% 57% 57% 56% 53% 47% 47% 46% 45% 45% 45% 43% 43% 40% 39% 39% 29% 26% 22% U.K. SOUTHKOREA GERMANY SWEDEN U.S.A. TAIWAN NETHERLANDS JAPAN U.A.E. THAILAND FRANCE NEWZEALAND IRELAND AUSTRALIA MALAYSIA SPAIN SINGAPORE HONGKONG POLAND CANADA BELGIUM ITALY SAUDIARABIA VIETNAM RUSSIA BRAZIL ARGENTINA CHINA TURKEY MEXICO INDONESIA PORTUGAL PHILIPPINES SOUTHAFRICA INDIA EGYPT
  21. 21. 21 FASHION & BEAUTY ELECTRONICS & PHYSICAL MEDIA FOOD & PERSONAL CARE FURNITURE & APPLIANCES JAN 2018 GLOBAL E-COMMERCE SPEND BY CATEGORYTHE TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD, IN UNITED STATES DOLLARS TOYS, DIY & HOBBIES TRAVEL (INCLUDING ACCOMMODATION) DIGITAL MUSIC VIDEO GAMES SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY, E-TRAVEL INDUSTRY, AND DIGITAL MEDIA INDUSTRY, ALL ACCESSED JANUARY 2018. NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND IN 2017, AND DO NOT INCLUDE B2B SPEND. $408.0 $359.4 $139.8 $225.5 BILLION BILLION BILLION BILLION $341.5 $212.7 $11.2 $52.5 BILLION BILLION BILLION BILLION
  22. 22. #FUTUREFORCES2018 • @ESKIMON22 SO HOW CAN YOU ENSURE THAT YOUR BRAND ATTRACTS & ENGAGES PEOPLE ONLINE IN 2018?
  23. 23. #FUTUREFORCES2018 • @ESKIMON23 MARKETING ESSENTIALS FOR 2018
  24. 24. #FUTUREFORCES2018 • @ESKIMON24 #1INCREASED NEED FOR PAID MEDIA IN SOCIAL
  25. 25. #FUTUREFORCES2018 • @ESKIMON25 AVERAGE ORGANIC REACH FOR FACEBOOK PAGE POSTS DECLINED BY 10% DURING 2017 • SOURCE: LOCOWISE
  26. 26. 26 JAN 2018 AVERAGE FACEBOOK PAGE POST REACH AVERAGE MONTHLY CHANGE IN PAGE LIKES AVERAGE POST REACH vs. PAGE LIKES AVERAGE ORGANIC REACH vs. PAGE LIKES PERCENTAGE OF PAGES USING PAID MEDIA AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND PAID MEDIA AVERAGE PAID REACH vs. TOTAL REACH SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. +0.20% 10.7% 8.0% 22.1% 26.8%
  27. 27. 27 JAN 2018 AVERAGE FACEBOOK PAGE POST REACH AVERAGE MONTHLY CHANGE IN PAGE LIKES AVERAGE POST REACH vs. PAGE LIKES AVERAGE ORGANIC REACH vs. PAGE LIKES PERCENTAGE OF PAGES USING PAID MEDIA AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND PAID MEDIA AVERAGE PAID REACH vs. TOTAL REACH SOURCE: LOCOWISE, JANUARY 2018. DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017. +0.20% 10.7% 8.0% 22.1% 26.8%
  28. 28. #FUTUREFORCES2018 • @ESKIMON28 1 IN 12 • SOURCE: LOCOWISE
  29. 29. #FUTUREFORCES2018 • @ESKIMON29 IF YOU NEED TO ACHIEVE REGULAR REACH, PAID MEDIA IS THE ONLY REALISTIC OPTION
  30. 30. #FUTUREFORCES2018 • @ESKIMON30 BUT MANY BRANDS STILL MEASURE THE REACH OF EVERY POST, INSTEAD OF ‘AUDIENCE REACH’
  31. 31. #FUTUREFORCES2018 • @ESKIMON31 TOP TIP: RETHINK TIMEFRAMES – DO YOU REALLY NEED TO REACH EVERYONE WITH EVERY POST?
  32. 32. #FUTUREFORCES2018 • @ESKIMON32 #2RISING COSTS OF PAID SOCIAL MEDIA
  33. 33. #FUTUREFORCES2018 • @ESKIMON33 CHANGES TO NEWSFEED WILL MEAN ORGANIC REACH FALLS EVEN FURTHER DURING 2018
  34. 34. #FUTUREFORCES2018 • @ESKIMON34 AS A RESULT, WE’LL SEE MORE BRANDS NEEDING TO USE PAID SOCIAL POSTS TO ACHIEVE SUCCESS
  35. 35. #FUTUREFORCES2018 • @ESKIMON35 THIS WILL LEAD TO GREATER COMPETITION FOR PLACEMENTS, AND INFLATION IN MEDIA PRICES
  36. 36. #FUTUREFORCES2018 • @ESKIMON36 TO ENSURE BUDGETS DELIVER GREATEST IMPACT, WE NEED TO RETHINK SOME FUNDAMENTALS
  37. 37. #FUTUREFORCES2018 • @ESKIMON37 #1: POSTING EVERY DAY MADE SENSE IN THE DAYS OF ORGANIC REACH, BUT IS LESS CRITICAL TODAY
  38. 38. #FUTUREFORCES2018 • @ESKIMON38 #2: IF YOU MUST PAY TO REACH 92% OF YOUR FANS, DO ‘PAGE LIKES’ SERVE ANY PURPOSE? • DATA SOURCE: LOCOWISE
  39. 39. #FUTUREFORCES2018 • @ESKIMON39 TOP TIP: FEWER, BIGGER, BETTER – FOCUS ON ACTIVITIES THAT DELIVER CLEAR BRAND VALUE
  40. 40. #FUTUREFORCES2018 • @ESKIMON40 #3BALANCING PUSH & PULL MARKETING ACTIVITIES
  41. 41. #FUTUREFORCES2018 • @ESKIMON41 ANOTHER WAY TO IMPROVE SOCIAL ROI IS TO REPRIORITISE ‘PULL’ MARKETING (INBOUND)
  42. 42. #FUTUREFORCES2018 • @ESKIMON42 INSTEAD OF PUSHING ‘PROPAGANDA’, PULL MARKETING SEEKS TO ADD AUDIENCE VALUE
  43. 43. #FUTUREFORCES2018 • @ESKIMON43 USING CONTENT TO ADD AUDIENCE VALUE FACTS AND NEWS THAT HELP PEOPLE MAKE NEW OR BETTER DECISIONS THAT THEY CARE ABOUT EXPERIENCES THAT ATTRACT PEOPLE’S ATTENTION AND ENGAGE THEIR EMOTIONS INFORMATION ENTERTAINMENT CONTENT THAT HELPS PEOPLE BELIEVE IN THEMSELVES AND TRY NEW THINGS INSPIRATION RESOURCES THAT HELP PEOPLE ACQUIRE NEW SKILLS OR ENHANCE THEIR CAPABILITIES EDUCATION
  44. 44. #FUTUREFORCES2018 • @ESKIMON44 TOP TIP: LOOK FOR WAYS TO DELIVER YOUR BRAND’S VALUE PROPOSITION VIA MARKETING
  45. 45. #FUTUREFORCES2018 • @ESKIMON45 EXAMPLES
  46. 46. #FUTUREFORCES2018 • @ESKIMON46 Bring inspiration and innovation to every athlete* in the world. “ *If you have a body, you’re an athlete.
  47. 47. #FUTUREFORCES2018 • @ESKIMON47
  48. 48. #FUTUREFORCES2018 • @ESKIMON48 The engine of commerce.“
  49. 49. #FUTUREFORCES2018 • @ESKIMON49
  50. 50. #FUTUREFORCES2018 • @ESKIMON50 OUR DIGITAL IN 2018 REPORTS ARE A PRIME EXAMPLE OF THIS KIND OF VALUE-ADD ACTIVITY
  51. 51. #FUTUREFORCES2018 • @ESKIMON51 BUT WHAT ABOUT YOU – HOW CAN YOUR BRAND FIND PRACTICAL WAYS TO ADD REGULAR VALUE?
  52. 52. #FUTUREFORCES2018 • @ESKIMON52 #4FINDING IDEAS FOR CONTENT
  53. 53. #FUTUREFORCES2018 • @ESKIMON53 THE EASY WAY TO FIND BETTER CONTENT IDEAS MORE EASILY IS TO START WITH YOUR AUDIENCE
  54. 54. #FUTUREFORCES2018 • @ESKIMON54 THE SECRET HERE IS TO COLLECT A BIT OF DATA OF YOUR OWN USING SOCIAL MEDIA LISTENING
  55. 55. #FUTUREFORCES2018 • @ESKIMON55 WHAT DOES YOUR AUDIENCE WANT, NEED AND DESIRE? WHAT WILL MAKE THEIR LIVES BETTER?
  56. 56. #FUTUREFORCES2018 • @ESKIMON56 MASLOW’S HIERARCHY OF NEEDS SELF-ACTUALISATION NEEDS: MORALITY, CREATIVITY, SPONTANEITY, PROBLEM SOLVING, LACK OF PREJUDICE, ACCEPTANCE OF FACTS ESTEEM NEEDS: SELF-ESTEEM, CONFIDENCE, ACHIEVEMENT, RESPECT OF OTHERS, RESPECT BY OTHERS LOVE & BELONGING NEEDS: FRIENDSHIP, FAMILY, COMMUNITY, SEXUAL INTIMACY SAFETY NEEDS: SECURITY OF BODY, EMPLOYMENT, RESOURCES, MORALITY, FAMILY, HEALTH, PROPERTY PHYSICAL NEEDS: BREATHING, FOOD, WATER, SEX, SLEEP, HOMEOSTASIS, EXCRETION
  57. 57. #FUTUREFORCES2018 • @ESKIMON57 THE HIERARCHY OF B2B NEEDS MAKING A PROFIT: GENERATING A SURPLUS OF RESOURCES THAT CAN BE SHARED WITH OTHERS, OR REINVESTED IN NEW ACTIVITIES HAVING FUN: GOING BEYOND ‘WORKING’ TO FIND PLEASURE, SATISFACTION, AND REWARD IN REGULAR WORK ACTIVITIES ACHIEVING INFLUENCE: BUILDING A REPUTATION THAT ENABLES THE BRAND TO ACHIEVE MORE OF ITS OBJECTIVES MORE EASILY ACHIEVING RESPECT: RISING ABOVE COMMODITY OR VENDOR STATUS IN ORDER TO ESTABLISH AN ENDURING BRAND PREMIUM EFFICIENCY: FINDING BETTER WAYS TO DELIVER BUSINESS ACTIVITIES AND CREATE ENDURING BRAND VALUE SURVIVAL: AVOIDING RISKS TO THE SURVIVAL OF THE BRAND, ITS EMPLOYEES, AND ITS CORE PROPOSITION • SOURCE: ADAPTED FROM SETH GODIN’S “HIERARCHY OF BUSINESS TO BUSINESS NEEDS”
  58. 58. #FUTUREFORCES2018 • @ESKIMON58 HOW CAN YOU USE MARKETING TO DELIVER THAT VALUE AND BUILD ENDURING BRAND EQUITY?
  59. 59. #FUTUREFORCES2018 • @ESKIMON59 ACTIVITIES DON’T NEED TO BE FREE, EITHER; IF THEY’RE GOOD ENOUGH, PEOPLE MAY PAY
  60. 60. #FUTUREFORCES2018 • @ESKIMON60 TOP TIP: USE MARKETING TO CREATE MUTUAL VALUE, INSTEAD OF JUST PROMOTING PRODUCTS
  61. 61. #FUTUREFORCES2018 • @ESKIMON61 #5PARTNERING WITH INFLUENCERS
  62. 62. #FUTUREFORCES2018 • @ESKIMON62 IF YOU’VE ONLY BEEN USING INFLUENCERS TO DELIVER REACH, YOU’VE BEEN MISSING OUT
  63. 63. #FUTUREFORCES2018 • @ESKIMON63 GENUINE INFLUENCERS UNDERSTAND WHAT THEIR AUDIENCE REALLY CARES ABOUT, AND WHY
  64. 64. #FUTUREFORCES2018 • @ESKIMON64 GENUINE INFLUENCE vs. LARGE-SCALE REACH PEOPLE WHO PLAY AN ACTIVE ROLE IN SHAPING MANY PEOPLE’S PERCEPTIONS OF YOUR BRAND’S CATEGORY PEOPLE WHO HAVE A STRONG, VOCAL PREFERENCE FOR A SPECIFIC BRAND AUTHORITIES ADVOCATES PEOPLE WHO ARE FAMOUS, BUT FOR SOMETHING UNRELATED TO YOUR BRAND’S CATEGORY CELEBRITIES
  65. 65. #FUTUREFORCES2018 • @ESKIMON65 TOP TIP: PARTNER WITH INFLUENCERS TO DELIVER AUDIENCE VALUE, NOT JUST TO INCREASE REACH
  66. 66. #FUTUREFORCES2018 • @ESKIMON66 RECOMMENDATIONS FOR 2018 1. RETHINK REACH TIMELINES 2. FEWER, BIGGER, BETTER PAID POSTS 3. REPRIORITISE ‘PULL’ MARKETING 4. USE CONTENT TO ADD AUDIENCE VALUE 5. USE INFLUENCERS FOR INFLUENCE
  67. 67. #FUTUREFORCES2018 • @ESKIMON67 WHAT DOES THE FUTURE LOOK LIKE?
  68. 68. #FUTUREFORCES2018 • @ESKIMON68 RAPID INTERNET ADOPTION IN THE DEVELOPING WORLD MEANS THE ’NEXT BILLION’ IS A REALITY
  69. 69. #FUTUREFORCES2018 • @ESKIMON69 BUT THE RISE OF THE ‘NEXT BILLION’ WON’T JUST IMPACT PEOPLE IN DEVELOPING NATIONS
  70. 70. #FUTUREFORCES2018 • @ESKIMON70 THE NEEDS OF THESE NEW USERS WILL SHAPE THE FUTURE OF THE INTERNET FOR ALL OF US
  71. 71. #FUTUREFORCES2018 • @ESKIMON71 CHALLENGES TO CONNECTING THE NEXT BILLION LOWER LEVELS OF LITERACY WILL REQUIRE DIFFERENT INTERFACES A GREATER VARIETY OF LANGUAGE NEEDS WILL INSPIRE NEW CONTENT LITERACY LANGUAGE VARYING DEVICES AND CONNECTIONS WILL IMPACT CONTENT FORMATS TECHNOLOGY NEW WANTS, NEEDS AND DESIRES WILL INSPIRE NEW PRODUCTS AND SERVICES MOTIVATIONS
  72. 72. #FUTUREFORCES2018 • @ESKIMON72 ABOVE ALL, LITERACY WILL HAVE THE GREATEST IMPACT ON THE GLOBAL INTERNET EXPERIENCE
  73. 73. #FUTUREFORCES2018 • @ESKIMON73 MOST OF TODAY’S WEB CONTENT IS TEXT- BASED, SO IS INACCESSIBLE TO THE LESS LITERATE
  74. 74. #FUTUREFORCES2018 • @ESKIMON74 HOWEVER, THIS IS ALL ABOUT TO CHANGE…
  75. 75. #FUTUREFORCES2018 • @ESKIMON75 ACCESS FOR LOWER LEVELS OF LITERACY TALKING, NOT TYPING, AS THE PRIMARY INPUT INTERFACE AN IMAGE-BASED UI FOR EVERYTHING, INCLUDING WEB URLs AND SEARCH VOICE CONTROL IMAGE SEARCH VIDEO AS THE DEFAULT FORMAT FOR CONTENT, WITH TEXT LESS SUCCESSFUL VIDEO CONTENT
  76. 76. #FUTUREFORCES2018 • @ESKIMON76 !
  77. 77. #FUTUREFORCES2018 • @ESKIMON77 THE REAL IMPACT OF VOICE CONTROL WON’T BE DETERMINED BY ‘SMART SPEAKER’ DEVICES
  78. 78. #FUTUREFORCES2018 • @ESKIMON78 VOICE AND IMAGE SEARCH ARE THE ONLY WAY FOR PEOPLE WITH LOWER LITERACY TO CONNECT
  79. 79. #FUTUREFORCES2018 • @ESKIMON79 BUT WHAT DOES ALL THIS HAVE TO DO WITH YOU?
  80. 80. #FUTUREFORCES2018 • @ESKIMON80 ECONOMIES OF SCALE
  81. 81. #FUTUREFORCES2018 • @ESKIMON81 INTERNET COMPANIES WILL ENCOURAGE US ALL TO USE THE SAME SINGLE PRODUCT OR SERVICE
  82. 82. #FUTUREFORCES2018 • @ESKIMON82 HOWEVER, THEIR SERVICES WILL NEED TO CATER TO THE ‘LOWEST COMMON DENOMINATOR’
  83. 83. #FUTUREFORCES2018 • @ESKIMON83 THIS IS ALREADY HAPPENING…
  84. 84. #FUTUREFORCES2018 • @ESKIMON84 GOOGLE FACEBOOK AMAZON APPLE
  85. 85. #FUTUREFORCES2018 • @ESKIMON85 GOOGLE FACEBOOK AMAZON APPLE
  86. 86. #FUTUREFORCES2018 • @ESKIMON86 HOWEVER
  87. 87. #FUTUREFORCES2018 • @ESKIMON87 THIS IS GOING TO CHANGE EVERY ASPECT OF THE CURRENT DIGITAL MARKETING LANDSCAPE
  88. 88. #FUTUREFORCES2018 • @ESKIMON88 THE INTERNET REVOLUTION IS COMING SEO WILL LOOK VERY DIFFERENT FOR VOICE- CENTRIC SEARCH PEOPLE’S SOCIAL MEDIA INTERACTIONS WILL BE MORE VIDEO THAN TEXT SEARCH SOCIAL E-COMMERCE ORDERS WILL DEPEND ON SPOKEN WORDS, NOT CLICKS SHOPPING EVEN URLS – THE BASICS OF THE WEB – WILL MOVE FROM TEXT TO IMAGE ADDRESSING
  89. 89. #FUTUREFORCES2018 • @ESKIMON89 TOP TIP: START PREPARING NOW
  90. 90. #FUTUREFORCES2018 • @ESKIMON90 ADDITIONAL RESOURCES
  91. 91. #FUTUREFORCES2018 • @ESKIMON91 DIGITAL IN 2018ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE AROUND THE WORLD
  92. 92. #FUTUREFORCES2018 • @ESKIMON92 HTTP://BIT.LY/GD2018GO
  93. 93. #FUTUREFORCES2018 • @ESKIMON93
  94. 94. #FUTUREFORCES2018 • @ESKIMON94 SIMON KEMP @ESKIMON SIMON@KEPIOS.COM KEPIOS.COM

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