Hi Everyone. I’ve been give 10 minutes to speak and I promise I won’t go over – not an easy task for me! So to help me stick to that resolve I have decided to take my ten minutes and highlight what I consider to be the top ten trends in digital marketing. I know that other people’s lists might vary and I’m not proclaiming scientific accuracy here in what is and isn’t a top ten trend. But I can tell you that these are the trends that are driving my marketing comms right now. And as a representative of arguably the world’s biggest mobile operator I think we have some credibility in this regard. Anyway – time marches on so let’s start with 10 and countdown from there.
This is about consistency across all communications. [e.g Ready business]
Our business people are consumers too. We want to communicate simply and effectively. With one voice; one brand. So that has to happen in all customer touch points – and especially across the digital landscape which is vast and far reaching. So that’s why we in marketing own and enforce the brand. It’s more important than ever.
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Multichannel marketing is marketing using many different marketing channels to reach a customer. In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. The objective of the companies doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate. To be effective multichannel marketing needs to be supported by good supply chain management systems, so that the details and prices of goods on offer are consistent across the different channels. It might also be supported by detailed analysis of the return on investment from each different channel, measured in terms of customer response and conversion of sales. The contribution each channel delivers to sales can be assessed via attribution modeling. Some companies target certain channels at different demographic segments of the market or at different socio-economic groups of consumers.
MultiChannel marketing allows the retail merchant to reach its prospective or current customer in a channel of his/ her liking.
Coordination of online and offline channels
Companies that sell branded products and services through local businesses market over both online and offline channels to local audiences. Online and offline multichannel marketing campaigns can either inform one another or are executed in isolation. A proportion of companies use their online marketing efforts to inform their offline advertising (i.e. they test keywords online to understand if the fit with customer intent before printing them in offline ads).
Blogs / expertise / social media ---- HUBSPOT are the dons of in-bound
Useful content should be at the core of your marketing
Consumers have shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons (making them irrelevant).
Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.
Enter content marketing.
But what exactly is content marketing?
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
And they do. Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Microsoft, Cisco Systems and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.
Brand stories can attract and engage consumers but some sectors are finding it more difficult to get their message across.
(Above: Barclays’ LifeSkills programme is part of its storytelling initiative to rake back trust after the Libor-rigging scandal)
What’s the story of your brand? Storytelling, or providing consistent and compelling content to build a picture of a company, is becoming more important as people scrutinise brands and businesses. And while storytelling is a broad concept that means different things to different marketers, exclusive research suggests that some brands are doing better than others with their stories and how they tell them.
The study by research firm OnePoll, which was commissioned by brand storytelling agency Aesop, attempts to define storytelling according to 10 criteria, including whether brands “have a clear sense of purpose”, whether consumers are “intrigued to see what they’ll do next” and whether those brands “create their own world”. More than 1,500 UK adults were asked to rate 100 major brands against this criteria before OnePoll used the responses to compile a list of the best storytelling brands (see box, below) .
To see the whole top 100 click the link under ‘tables’ on the right
Given the central role that storytelling plays in developing a brand’s identity, it is perhaps not surprising that the ranking is dominated by some of the world’s biggest brands, with Apple topping the list and other brands such as Coca-Cola, McDonald’s and Heinz featuring in the top 10. But the study also offers an interesting insight into perceptions towards different industries. For example, while retail, food and drink and FMCG brands fare particularly well in the rankings, brands in the utilities, financial services and automotive sectors are considered less adept at storytelling.
The highest ranking financial services brand (Visa) is 30th out of 100, while the best storytelling bank or building society (Nationwide) is only 53rd. The top storytelling brand in the utilities sector comes 55th (British Gas) and the bottom four brands overall are all utilities, with Scottish & Southern Energy (SSE) receiving the lowest ranking.
So do these results show that it is difficult for certain industries to engage consumers in their stories? Are people less interested in the stories that particular brands have to tell – and if, so how can those brands overcome this challenge?
Huge amount of data. We know where people are, what they buy etc. But regulation means data must be aggregated. So useful if you want to know wgere to put a shop, or a new road etc.
Mobile analytics (mAnalytics) can provide great insight to an organisation, allowing them to understand both employees and customers intimately. One Vodafone Global Enterprise customer in particular is keen to exploit mobile analytics (mAnalytics) by converting raw data from the Vodafone network into meaningful insight. It aims to drive more efficient and effective working practices internally, but first and foremost, it aspires to generate additional value through the applications it licenses based on business intelligence (BI) services and contextual awareness. To support this, an internal trial was established, following the movements and usage activity of a statistically significant number of Vodafone employees. A similar study is also planned for the customer’s organisation. We track communications records, data usage and location-based information to the nearest town, but we don’t monitor the content of calls and messages or data, personal web information, weekend usage, precise location or productivity. The data is aggregated and analysed at a numerical level and participants can choose to remain anonymous when they sign up, so they aren’t personally identifiable from their data. The trial focused on four key areas: Workforce productivity patterns Measuring variables such as commuting, office movements and inferred working hours. At aggregate level, this insight can be used as a foundation for decision-making and as a valuable input into business cases for flexible working. Contextual awareness Assessing the opportunities for context-aware services and how this intelligence could be used to enable creation of workflow and processes based on location and device. Privacy To gain insight into participants viewpoints on how their data is used and how to balance the value of insight with privacy. Business Intelligence Understanding how large enterprises can create meaningful correlations with the data e.g. linking socioeconomic grouping with footfall analysis to inform a retailer’s promotional tactics or store expansion strategy.
Fridge re-orders stock automatically etc etc Car goes for re-service Never run out of stock
Vodafone Machine-to-Machine (M2M) connects ‘things’ to the internet, transforming them into intelligent devices that exchange real time information and open up a range of possibilities for how businesses are run, how they grow and how they keep customers happy.
Bringing expertise in-house – definitely a growing trend