Econsultancy's Andrew Warren-Payne presenting on digital marketing trends at the IgnitionOne Automotive Summit, June 2014

1. Copyright © Econsultancy
Marketing Trends in the Connected
Mobile Age
Thursday, June 5th 2014
Andrew Warren-Payne
Senior Research Analyst
@agwp

2. 2
Context
Budgets
Exciting Frontiers

3. 3
Context
Budgets
Exciting Frontiers

4. 4
1994

5. 5
1994
2014 >$1.5 trillion
spent online

6. 16 June 2014 6
2007

7. 7
75% smartphone
penetration by end
of 2014.
Source: IAB

8. “On 4 December this
year more than 50% of
searches will be on
mobile devices”
Google
8

9. 9
Photo credit:
wikimedia.org
88% of consumers research
online before buying offline
Source: digitaslbi.com/connectedcommerce2014

10. 10

11. 11
“By 2020, 75% of companies
on the S&P 500 index will be
those we didn’t know about
in 2012.”
Richard Foster, Yale

12. 12

13. 13
Context
Budgets
Exciting Frontiers

14. 16 June 2014 14
Photo credit: angelocesare on flickr

15. 15
60% increasing overall
marketing budgets.

16. 16
60% increasing overall
marketing budgets.
71% increasing digital
marketing budgets.

17. 17
Mixing
budgets

18. 18
Little distinction
between ‘digital’
and ‘traditional’
marketing
budgets
49%

19. 19
Paid
EarnedOwned

20. 20
Context
Budgets
Exciting Frontiers

21. 21
Areas of Excitement

22. 22
20%
18%
15%
Most exciting opportunity
Customer Experience
Mobile
Content Marketing

23. Customer Experience
23

24. 24Source: Pine & Gilmore, Harvard Business Review

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“Proactively delighting
customers earns trust,
which earns more
business from those
customers, even in new
business arenas.”
Jeff Bezos, Amazon

26. MOBILE
SOCIAL
PHYSICAL
Burberry: Anyway, Anywhere
26

27. “Online, offline, it’s
gotta be the same”
Angela Ahrendts, CEO, Burberry
27

28. Flagship store is “website brought to life”
28

29. Video-link appointments: in-store and at
home
29

30. Audi City Digital Showroom
30

31. Showrooms go social
31

32. Sensual virtual experiences
32

33. 33
Multichannel customers are
your VIPs

34. 34
Mobile

35. 35
Called a
business after
searching.
81%

36. 36
Visited in
person.
40%

37. 37
2017
Death of
desktop.

38. Mobile as a strategic media channel
38

39. Mobile as in-store connector
39

40. Mobile as a Customer Experience Technology
40

41. 16 June 2014 41
Source: loc.gov
Content
Marketing

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Search volumes for
‘content marketing’

43. 16 June 2014 43
Source: loc.gov
74%increasing content
marketing budgets

44. 16 June 2014 44
Source: loc.gov
55%focusing on earned
media.
74%increasing content
marketing budgets

45. 45
Paid
EarnedOwned

46. 46
Native Advertising

47. Shoppable video
47

48. Editorially-crafted Experiences
48

49. 49
Agile Marketing

50. Agility
50

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