This presentation provides a concise snapshot about what's trending within established digital channels, such as search and email, but more importantly looks at new and upcoming areas such as social media, mobile and augmented reality. It was originally a client-side presentation during August 2010 and includes Econsultancy research, charts and diagrams, as well as those from other third-party sources. Topics explored include: * The state of media * The state of marketing * Planning and organising in a shifting landscape * Mobile * Social media * Micropayments * Collaboration and content distribution * Augmented reality * Search * Acquisition * Email * ROI and measurement

1. What’s trending in Digital
Marketing?
Peter Abraham, Director
Econsultancy
peter.abraham@econsultancy.com

2. What we’ll cover
• About us
• What’s not trending
• What is trending
• A look to the future, next 3 years... ooh exciting!

3. Econsultancy - for those who don’t
know us...
We’re a publisher - “gee, media huh, must be in trouble?” er, no!
Founded 1999, multi-award winning, 90,000 members, for
professionals working in digital marketing / e-commerce. Focus on
best practice, education, what works / what doesn’t, improving ROI
from digital channels. We’ve trained more people in ‘digital’ than
any other company or organisation up to Masters MSc.
We trended early, but then we should’ve shouldn’t we?
Free to paid - 2003 - ‘Freemium’ - some free main paid
We like to experiment with our business - Twitter on homepage
We’ve got big ears, we always listen first, answer second
‘Really’ listen to your customers, it’s been great for us!

4. First…
what’s not trending
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5. What’s not trending
 Your website - ‘Uh oh”
 Shouting messages at your customers - Mass media
- “sort of... old fashioned, so yesterday”
 Paying for stuff you don't use 100% of - “apps/
micropayments offer cheap new ways to use just
what you need”
 Silos and walled gardens (portals) - “some can, but
for how much longer?”
 Individuals as knowledge holders - “think mass”
 Gate-keepers - “except those in video games”

6. What just happened?
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7. Internet, technology and mobile has
changed our world
 To reach an audience of 50m took:
 Radio 50 years
 TV 30 years
 Internet 4 years
 iPod 3 years
 Twitter 2 years
We’re now always on, better connected, informed!
We’re now used to FREE and OPEN
Users assist in both rise and fall of mass reach in short
timeframe. Power to the people.

8. We’ve become the
“I want/need it now culture”
 Kids under 20 think the internet’s always been here!
 Instant access, instant gratification
 Wherever I am
 24/7
 Don’t make me think (read Steve Krug)
 We went from fixed to free, very quickly!
 Humans are lazy, but you can Help ME help
MYSELF

9. Internet becoming a
necessity.
Broadband internet last
thing to go in
consumer survey
Source: Mobile Internet Report - Morgan Stanley

10. Mobile outpaces
Desktop PC
Internet adoption.
Source: Mobile Internet Report - Morgan Stanley

11. Loss of Mass Media efficiency
It needs to be more personal stupid

12. You have to earn it!

13. You have to earn it!

14. You have to earn it!
“Earned media” is becoming more effective than
“bought media”

15. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
– Usually cheaper to create

16. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
– Usually cheaper to create
– Distribution online is “free”

17. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
– Usually cheaper to create
– Distribution online is “free”
– Word of mouth still the most effective form of
marketing so peer-to-peer endorsement the best

18. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
– Usually cheaper to create
– Distribution online is “free”
– Word of mouth still the most effective form of
marketing so peer-to-peer endorsement the best
– Ad skipping technologies (online, TV etc.) mean
bought media not being seen

19. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
– Usually cheaper to create
– Distribution online is “free”
– Word of mouth still the most effective form of
marketing so peer-to-peer endorsement the best
– Ad skipping technologies (online, TV etc.) mean
bought media not being seen
– Earned media = attention = action= links = SEO =
ROI/ROA

20. So what is trending?
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21. What’s trending?

22. What’s trending?
 Mobile web

23. What’s trending?
 Mobile web
 Social media, Social media, Social media, Social...

24. What’s trending?
 Mobile web
 Social media, Social media, Social media, Social...
 Local

25. What’s trending?
 Mobile web
 Social media, Social media, Social media, Social...
 Local
 It's about me (and possibly me as a brand)

26. What’s trending?
 Mobile web
 Social media, Social media, Social media, Social...
 Local
 It's about me (and possibly me as a brand)
 Apps and Micropayments

27. What’s trending?
 Mobile web
 Social media, Social media, Social media, Social...
 Local
 It's about me (and possibly me as a brand)
 Apps and Micropayments
 Collaboration and distributed content

28. What’s trending?
 Mobile web
 Social media, Social media, Social media, Social...
 Local
 It's about me (and possibly me as a brand)
 Apps and Micropayments
 Collaboration and distributed content
 Engaging and sharing

29. What’s trending?
 Mobile web
 Social media, Social media, Social media, Social...
 Local
 It's about me (and possibly me as a brand)
 Apps and Micropayments
 Collaboration and distributed content
 Engaging and sharing
 Cloud vs Cached (and both together)

30. What’s trending?
 Mobile web
 Social media, Social media, Social media, Social...
 Local
 It's about me (and possibly me as a brand)
 Apps and Micropayments
 Collaboration and distributed content
 Engaging and sharing
 Cloud vs Cached (and both together)
 Micro media - more personal interaction

31. What’s trending?
 Mobile web
 Social media, Social media, Social media, Social...
 Local
 It's about me (and possibly me as a brand)
 Apps and Micropayments
 Collaboration and distributed content
 Engaging and sharing
 Cloud vs Cached (and both together)
 Micro media - more personal interaction
 Layered content and APIs (Augmented reality)

32. The here and now...
what we can measure
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33. Don’t forget...

34. Don’t forget...
 Search still dominates

35. Don’t forget...
 Search still dominates
 Email still effective

36. Don’t forget...
 Search still dominates
 Email still effective
 Customers will tell you what’s good/useful for them

37. Don’t forget...
 Search still dominates
 Email still effective
 Customers will tell you what’s good/useful for them
 Attention - harder to achieve as we move forward

38. Don’t forget...
 Search still dominates
 Email still effective
 Customers will tell you what’s good/useful for them
 Attention - harder to achieve as we move forward
 ‘Joined up’ marketing is the new 800lb ‘guerilla’ in
the room (think Guerilla not Gorilla tactics)

39. ROI of Digital Channels
Source: Email Marketing Census 2009/2010: in association with Adestra (ESP): Econsultancy.com

40. Email and SEO
best ROI
ROI of Digital Channels PPC Down 9%
Social up 4%
Mobile up 7%
Source: Email Marketing Census 2009/2010: in association with Adestra (ESP): Econsultancy.com

41. Search.
Acquisition.
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42. Search
Bigger and smaller
 Most companies are spending too much - PPC
 Images, sounds, video, social content, maps,
augmentations, etc. - SEO
 Facebook search opens up? - Social/SEO

43. Search still key but social gaining
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

44. Search still key but social gaining
 Google: 88 billion per month
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

45. Search still key but social gaining
 Google: 88 billion per month
 Twitter: 19 billion per month
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

46. Search still key but social gaining
 Google: 88 billion per month
 Twitter: 19 billion per month
 Yahoo: 9.4 billion per month
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

47. Search still key but social gaining
 Google: 88 billion per month
 Twitter: 19 billion per month
 Yahoo: 9.4 billion per month
 Bing: 4.1 billion per month
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

48. Search still key but social gaining
 Google: 88 billion per month
 Twitter: 19 billion per month
 Yahoo: 9.4 billion per month
 Bing: 4.1 billion per month
 Facebook?
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

49. Search still key but social gaining
 Google: 88 billion per month
 Twitter: 19 billion per month
 Yahoo: 9.4 billion per month
 Bing: 4.1 billion per month
 Facebook?
 YouTube - next biggest search engine?
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

50. SEO success metrics
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Source:Econsultancy-UK-search-engine-marketing-benchmark-report-2009-1.pdf

51. Company objectives via SEO
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

52. PPC success metrics
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

53. Company objectives via PPC
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

54. Keyword price changes elevate
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

55. Company objectives via
SoMe (Social Media)
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

56. Budget shifts to search
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

57. Email.
Retention.
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58. Email effective ROI of Digital Channels
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Source: Econsultancy / Adestra Email Marketing Census 2010 http://econsultancy.com/reports/email-census

59. Email may be getting MORE relevant
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Source: How We Shop in 2010: Habits and Motivates of Consumers http://econsultancy.com/reports/habits-and-motivations-of-consumers

60. Use Email in a joined up way
 Drive usage of other channels, Engage, Educate and
Entertain!
 Examples...

61. Self service - announce other
channels available
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62. More self service...reminders
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Gives you an excuse to bring them back

63. Mobile - sms alert in email
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Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

64. Mobile
Source: http://stylecampaign.com/blog/?p=64

65. Mobile
Use email to drive
SMS traffic
Source: http://stylecampaign.com/blog/?p=64

66. Mobile
Source: http://stylecampaign.com/blog/?p=65

67. Mobile
Use email to drive
app usage/traffic
Source: http://stylecampaign.com/blog/?p=65

68. Mobile and local
in ion
en tat
iv en
g s
es re m
pl f p o
am n o cy.c
ex io an
re ers ult
o v
M ll ns
fu Eco
at

69. Mobile and Social
in ion
en tat
iv en
g s
es re m
pl f p o
am n o cy.c
ex io an
re ers ult
o v
M ll ns
fu Eco
at

70. Mobile and Social
Source: Cheetahmail Case study

71. Mobile and Social
Use email to drive
Facebook and
footfall traffic
Source: Cheetahmail Case study

72. Multi-channel
in ion
en tat
iv en
g s
es re m
pl f p o
am n o cy.c
ex io an
re ers ult
o v
M ll ns
fu Eco
at

73. Social evolution…
from talking…
to listening…
to discussing…
to acting.
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74. Global
Social Networking
websites = 830m users
+20% YoY 10/09
Source: Mobile Internet Report - Morgan Stanley

75. Which of the following business objectives does
your organisation value the most - SoMe?
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Source: Econsultancy / OMS Value of Social Media Report

76. om n
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77. Which business objectives do you as a company
try to impact through SoMe activity?
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78. Which business objectives do you as a company
try to impact through SoMe activity?
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• Social media is typically used to impact softer brand-related business objectives.

79. Which business objectives do you as a company
try to impact through SoMe activity?
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• Social media is typically used to impact softer brand-related business objectives.
• Companies are most likely to try to impact increased traffic through social media,
though traffic is not among the most valued business goals (previous slide).

80. Value by involvement in social media
• “You only get what you put in” – companies getting the most value out of social media
are heavily involved in the medium.
• Only 1% of companies who are heavily involved in social media say that they have
gained no real value from the channel.
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Source: Econsultancy / bigmouthmedia Social Media and Online PR Report

81. Social media sites used for marketing
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Source: Econsultancy / Guava UK Search Marketing Benchmark Report

82. Social media sites used for marketing
Still about
reach though
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Source: Econsultancy / Guava UK Search Marketing Benchmark Report

83. SoMe spend year on year
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Source: Econsultancy / Guava UK Search Marketing Benchmark Report

84. Gross billings attributable to SoMe
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Source: Econsultancy / Guava UK Search Marketing Benchmark Report

85. Social sites used by companies in
2010
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Source: Econsultancy / Guava UK Search Marketing Benchmark Report

86. Social sites used by companies in
2009
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Source: SEMPO State of Search Engine Marketing Report 2010 http://econsultancy.com/reports/sempo-state-of-search

87. Greatest challenges for manage SoMe
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Source: Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

88. SoMe success metrics - client view
Source: Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search

89. Possible benefits to your organisation
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90. So how do you measure this stuff?
 Still in it’s infancy

91. Mobile
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92. 1.19 Billion
(or 35% of global workforce)
Will be mobile
by 2013
Source: Sean Ryan, research analyst for IDC's Mobile Enterprise group.

93. …the new rule
is ‘Mobile First’
in everything…
Source: Google

94. 150 million users
accessing
Facebook on
mobile devices.
Source: http://www.facebook.com/press/info.php?statistics

95. Mobile to pass PC
as the main way to
access the web –
by 2013?
Source: Gartner Research

96. Mobile web becoming platform of choice
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97. Consumers expect transparency
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98. Mobile search is important
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99. A look to the future...
3 years+
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100. What else can we expect?
• Virtual currency as an add-on to micro-payments - HubCulture
• Triggered alerts to multiple devices based on time, location,
history, usage,
• Data points/motion censors collecting info about you constantly
• Your data in exchange for *benefits* or *doing stuff* that’s not
seen as openly promotional
• Asking extended networks for advice
• More distributed and decentralised
• Your data transferable - streaming or dumped intelligently
depending on on time, location, history, usage,
• New behaviour due to exposure to tools and new ways of getting
stuff (done)
• We’ll always be in Beta!
• Filters - to reduce info overload - personalisation is the key
• Micro - Revenue sharing
• Multi-tasking through automation - touch, location, text and voice
• ...What will you be doing?

101. User generated info in augmented reality
share what you know
Source: This links to video on web: http://www.youtube.com/watch?v=Y4MfQ8xehME&feature=related

102. Even more saturation
Source: This links to video on web: http://www.youtube.com/watch?v=fSfKlCmYcLc&feature=related

103. Thanks for your time
...why not Email your questions to me:
peter.abraham@econsultancy.com
Good resources check the sources (links on slides) or
visit Econsultancy.com.
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