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The Top 8 Digital Trends for 2015 - Digiday Digital Love 15

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With a new year comes new trends and tactics that can help drive your digital marketing efforts. But are they all really worth the hype and, more importantly, your time?

Join Jay Baer, The New York Times best-selling author and President of Convince & Convert, and Mike Corak, Ethology’s Executive Vice President of Strategy, as they break down this year’s latest and greatest digital marketing trends to see if you should love ‘em or leave ‘em.

In this webinar, you’ll learn how to:

Determine which of the top 2015 trends are right for your digital marketing mix
Incorporate user-centered design principles for a better brand experience
Evolve your content strategy and content marketing tactics
Make use of new organic search developments
Enhance internal organizational efforts to make your digital marketing more effective

Published in: Marketing
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The Top 8 Digital Trends for 2015 - Digiday Digital Love 15

  1. 1. All Rights Reserved © ethology, Inc. 1 ethology @ethology @jaybaer @MikeCorak #DigitalLove15
  2. 2. All Rights Reserved © ethology, Inc. 2 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Deanna Zammit Director, Digiday Content Studio| Digiday Mike Corak, Been to New York like 20 times Executive Vice President, Strategy | ethology Jay Baer, New York Times Best- Selling Author & President | Convince & Convert Today’s Speakers
  3. 3. All Rights Reserved © ethology, Inc. 3 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 And if you didn’t hear…
  4. 4. All Rights Reserved © ethology, Inc. 4 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Agenda Trend-O-Mania Love ‘em or Leave ‘em Digital Love: Top 8 Trends For 2015 Thanks!
  5. 5. All Rights Reserved © ethology, Inc. 5 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Trend-O-Mania
  6. 6. All Rights Reserved © ethology, Inc. 6 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Most Popular Themes Mobile Social Evolution More Effective Content Marketing Internet of Things Big Data Programmatic Cross-channel & Omni-channel Integration User Centered Everything SEO is (Not) Dead Strategic Planning Marketing Automation Internet of Things
  7. 7. All Rights Reserved © ethology, Inc. 7 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Mobile Big Data Strategic Planning
  8. 8. All Rights Reserved © ethology, Inc. 8 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Mobile Mobile is not a trend, it’s the norm. Deficiencies require catch-up (fast). “By 2015 mobile will represent 70% of the total US search audience” emarketer
  9. 9. All Rights Reserved © ethology, Inc. 9 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Strategic Planning What were you doing before if you weren’t planning?
  10. 10. All Rights Reserved © ethology, Inc. 10 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 These Are Important But… Internet of Things Programmatic Buying Marketing Automation
  11. 11. All Rights Reserved © ethology, Inc. 11 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Themes That Deserve Your Attention Social Evolution More Effective Content Marketing User Centered Everything Cross-channel & Omni-channel Integration SEO is (Not) Dead
  12. 12. All Rights Reserved © ethology, Inc. 12 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Top 8 Digital Trends We Love for 2015
  13. 13. All Rights Reserved © ethology, Inc. 13 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 1. Customer Experience is the Next Big Thing
  14. 14. All Rights Reserved © ethology, Inc. 14 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 •Accenture 2013 Global Consumer Pulse Survey: “85% of customers are frustrated by dealing with a company that does not make it easy to do business with them. 58% are frustrated with inconsistent experiences from channel to channel.” •CMO Council and SAP 2014 – Mastering Adaptive Customer Engagements (Responsive): “Marketers believe that customer centricity – and the customer’s belief that they are engaged with a customer-centric organization – is critical not just to the business, but also to the individual marketer’s success” •Gartner 2014 – Gartner Survey: “89% of companies surveyed plan to compete primarily on the basis of the customer experience by 2016, 65% of companies have the equivalent of a chief customer officer – they report equally to the CMO and CEO.” •Gartner 2014 – Spend Survey: “#1 innovation project for 2015 is customer experience” •Gartner 2014 – CMO Club Survey: “CMOs say leading customer experience cross-functionally at all touch points is the top investment over the next 2 years.” •IBM 2013 – Customer-activated Enterprise: “39% of outperformers have developed a fully- integrated digital-physical customer strategy.” •McKinsey 2014 – Digital Tipping Point: “Of the six digital trends we asked about, executives expect the largest share of their digital growth in the coming years will be from digital customer engagement. •Oracle 2013 – Global Insights: “93% say that improving customer experience is one of the top three priorities for the next two years. 97% state customer experience is critical to future success.”
  15. 15. All Rights Reserved © ethology, Inc. 15 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Content Strategy + User Design
  16. 16. All Rights Reserved © ethology, Inc. 16 ethology @ethology @jaybaer @MikeCorak #DigitalLove15
  17. 17. All Rights Reserved © ethology, Inc. 17 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Omni/Cross Channel Programs Are Expected, But Where Do You Start? Content Marketing: Creative, Search, Social, Media, Analytics Modern SEO: Technical SEO, Content Strategy, UX, Creative, Social, Local Retention: CRM, Email, Social, and Offline Cross-Channel Media Multi-Channel Analytics (Attribution) Coordinated Online and Offline
  18. 18. All Rights Reserved © ethology, Inc. 18 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 2. Content Quality Over Quantity
  19. 19. All Rights Reserved © ethology, Inc. 19 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Brands Have a Content Problem ...
  20. 20. All Rights Reserved © ethology, Inc. 20 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 … And It’s Only Getting Worse
  21. 21. All Rights Reserved © ethology, Inc. 21 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Where most companies are at: Piles of non-performing content. What do they do? Create more. Why?
  22. 22. All Rights Reserved © ethology, Inc. 22 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 “If dogs don’t like your dog food, the packaging doesn’t matter.” - Killing Giants by Stephen Denny
  23. 23. All Rights Reserved © ethology, Inc. 23 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Before you create one more piece of content, you need to deal your ROT content.
  24. 24. All Rights Reserved © ethology, Inc. 24 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Redundant: Duplicate content, over wordy, too many clicks and/or steps. Outdated: Expired offers, out-of-date content and materials, broken links/images. Trivial: Not relevant for the brand, no value for the visitor, missing content or context
  25. 25. All Rights Reserved © ethology, Inc. 25 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Redundant 2013 2015
  26. 26. All Rights Reserved © ethology, Inc. 26 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Outdated
  27. 27. All Rights Reserved © ethology, Inc. 27 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Trivial
  28. 28. All Rights Reserved © ethology, Inc. 28 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 3. Cooperative Content Takes Center Stage
  29. 29. All Rights Reserved © ethology, Inc. 29 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 “Advertising from companies is trusted 47% of the time.” - Nielsen
  30. 30. All Rights Reserved © ethology, Inc. 30 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 “Friends and family are trusted 92% of the time” - Nielsen
  31. 31. All Rights Reserved © ethology, Inc. 31 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 “Company experts are trusted 66% of the time.” - Edelman
  32. 32. All Rights Reserved © ethology, Inc. 32 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 “50% of B2B marketers struggle to create content consistently” - Content Marketing Institute
  33. 33. All Rights Reserved © ethology, Inc. 33 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 “44% of B2C marketers struggle to create content consistently” - Content Marketing Institute
  34. 34. All Rights Reserved © ethology, Inc. 34 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Cooperative Content = Topical plan + User generated content (UGC) + Employee generated content (EGC)
  35. 35. All Rights Reserved © ethology, Inc. 35 ethology @ethology @jaybaer @MikeCorak #DigitalLove15
  36. 36. All Rights Reserved © ethology, Inc. 36 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 For EGC remember: it’s about the knowledge, not the format
  37. 37. All Rights Reserved © ethology, Inc. 37 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 4. Video Becomes De-facto
  38. 38. All Rights Reserved © ethology, Inc. 38 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Video consumption is continuing to skyrocket, powered by smartphones and always-on LTE and “all you can eat” data plans.
  39. 39. All Rights Reserved © ethology, Inc. 39 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 “52% of senior business executives watch work-related YouTube videos at least weekly.” - Forbes
  40. 40. All Rights Reserved © ethology, Inc. 40 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 “Video on Facebook grew by more than 50% from May-July, 2014.” - Facebook
  41. 41. All Rights Reserved © ethology, Inc. 41 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 “More than one billion videos are watched on Facebook each day.” - Facebook
  42. 42. All Rights Reserved © ethology, Inc. 42 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Instagram is the fastest-growing “major” social network, and may have more users than Twitter.
  43. 43. All Rights Reserved © ethology, Inc. 43 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Twitter is rolling out 30-second video right now, to grab a piece of the video content pie.
  44. 44. All Rights Reserved © ethology, Inc. 44 ethology @ethology @jaybaer @MikeCorak #DigitalLove15
  45. 45. All Rights Reserved © ethology, Inc. 45 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Johnny Don’t Read. Find a way to tell your story with video.
  46. 46. All Rights Reserved © ethology, Inc. 46 ethology @ethology @jaybaer @MikeCorak #DigitalLove15
  47. 47. All Rights Reserved © ethology, Inc. 47 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 5. Paid Social Becomes as Important as Organic Social
  48. 48. All Rights Reserved © ethology, Inc. 48 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Free Lunch is Over. Most social platforms are public companies, meaning they are legally responsible for their success, not yours.
  49. 49. All Rights Reserved © ethology, Inc. 49 ethology @ethology @jaybaer @MikeCorak #DigitalLove15
  50. 50. All Rights Reserved © ethology, Inc. 50 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 History Will Repeat Itself. Organic reach on Pinterest and Instagram will be eroded too, because Facebook has proven it will work.
  51. 51. All Rights Reserved © ethology, Inc. 51 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 6. Owned Social Comes Roaring Back
  52. 52. All Rights Reserved © ethology, Inc. 52 ethology @ethology @jaybaer @MikeCorak #DigitalLove15
  53. 53. All Rights Reserved © ethology, Inc. 53 ethology @ethology @jaybaer @MikeCorak #DigitalLove15
  54. 54. All Rights Reserved © ethology, Inc. 54 ethology @ethology @jaybaer @MikeCorak #DigitalLove15
  55. 55. All Rights Reserved © ethology, Inc. 55 ethology @ethology @jaybaer @MikeCorak #DigitalLove15
  56. 56. All Rights Reserved © ethology, Inc. 56 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 “The difference between an audience and a community is the direction the chairs are facing.” - Chris Brogan
  57. 57. All Rights Reserved © ethology, Inc. 57 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 7. Search Teams Up
  58. 58. All Rights Reserved © ethology, Inc. 58 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 SEO Philosophy: Search in its Simplest Form Research Measuring Performance Tactical Execution
  59. 59. All Rights Reserved © ethology, Inc. 59 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 SEO Philosophy: Search was… Keyword Research Keyword Usage Page elements: Titles, headings, meta, body copy, links including anchor Keyword Rankings *Keyword data via analytics Research Measuring Performance Tactical Execution
  60. 60. All Rights Reserved © ethology, Inc. 60 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 SEO Philosophy: Search is… • Biz objectives • Social listening • User personas • Analytic insights • Keyword research by THEME • All of which feeds content strategy • Search • Content planning • Site hierarchy • Social posting • Display messaging • Email messaging • Local messaging • PPC AdGroups • Content focused media (Native) • Standard KPIs (real world) • Thematic performance (segmentation, attribution) Research Measuring Performance Tactical Execution
  61. 61. All Rights Reserved © ethology, Inc. 61 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Modern SEO Ingredients: • 1 Part technical consultation • 1 Part thematic prioritization • 1 Part content strategy • 1 Part user experience • An overpowering amount of integration & coordinated execution across channels
  62. 62. All Rights Reserved © ethology, Inc. 62 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 8. Local Gets it Right
  63. 63. All Rights Reserved © ethology, Inc. 63 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Digital Market Share For most local searches, 3-7 Google My Business results appear in the SERP plus Yelp, YP & others in Natural Organic
  64. 64. All Rights Reserved © ethology, Inc. 64 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Yet This Is What We Still See
  65. 65. All Rights Reserved © ethology, Inc. 65 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Essential Listings Aggregators Secondary Listings Social Integration Local Search Platforms Syndication Tactical Integration Owned Paid Search Integration Location Page / SEO Integration
  66. 66. All Rights Reserved © ethology, Inc. 66 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Top 8 Digital Trends We Love for 2015 1. Customer Experience is the Next Big Thing 2. Content Quality Over Quantity 3. Cooperative Content Takes Center Stage 4. Video Becomes De-facto 5. Paid Social Becomes as Important as Organic Social 6. Owned Social Comes Roaring Back 7. Search Teams Up 8. Local Gets it Right
  67. 67. All Rights Reserved © ethology, Inc. 67 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Questions?
  68. 68. All Rights Reserved © ethology, Inc. 68 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Thank You!
  69. 69. All Rights Reserved © ethology, Inc. 69 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 About ethology and Convince & Convert Digiday is a media company and community for digital media, marketing and advertising professionals. We focus on quality, not quantity, and honesty instead of spin. We cover the industry with an expertise, depth and tone you won’t find anywhere else. The Digiday team strives to produce the highest quality publications, conferences, and resources for our industry. www.digiday.com ethology is an integrated full-service digital marketing agency for evolving consumer brands. The agency offers consumer research, strategy, planning, search, display and social media, email, content and web development, creative and analytic services. www.ethology.com Convince & Convert Media produces an array of blogs, podcasts, books, and events and is one of America’s most-trusted sources of information and advice on digital marketing trends and tactics. They provide high-impact counsel to many of the world’s largest brands, and specializes in strategic planning for digital, content marketing, and social media. www.convinceandconvert.com
  70. 70. All Rights Reserved © ethology, Inc. 70 ethology @ethology @jaybaer @MikeCorak #DigitalLove15 Noteworthy Sources http://www.clickz.com/clickz/column/2390743/the-5-trends-that-really-matter-for-marketers- in-2015 http://www.freshconsulting.com/top-uiux-trends-2015/ http://www.toprankblog.com/2014/05/digital-marketing-2015/ http://www.emarketer.com/Webinar/Key-Digital-Trends15-Things-Know-2015/4000098 http://www.slideshare.net/dannysullivan/the-changing-landscape-of-search http://www.clickz.com/clickz/news/2386939/digital-marketing-trends-to-watch-out-for-in- 2015 http://moz.com/blog/10-predictions-for-the-marketing-world-in-2015 http://www.business2community.com/seo/seo-best-practices-trends-2015-01142021

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